Since the 1960s, quality function development (QFD) has been recognized worldwide as a suitable p... more Since the 1960s, quality function development (QFD) has been recognized worldwide as a suitable planning tool for translating customers' needs into product specifications. QFD methodologies, as opposed to traditional quality approaches, are most often cited as essential for advancing the competitive advantage of an organization. This paper proposes a modified approach to QFD, called “QFD strategy house”, as a systematic means of incorporating intelligence on markets, consumers and technologies in strategy development. It links marketing and manufacturing strategies by first developing a continuous improvement strategy. Both the marketing and manufacturing literatures have reported that an alignment between the two constituent strategies confers a competitive advantage in the marketplace.
Managing Service Quality: An International Journal, 2000
Focusing on service failures can assist organizations in improving service quality and improving ... more Focusing on service failures can assist organizations in improving service quality and improving long‐term customer retention. This study examined consumer perceptions of their personal service failures experienced in the restaurant industry. While the study found a large percentage of the respondents to be very “forgiving” with respect to returning to the restaurant where they had experienced a failure, the data also indicate that those less likely to return had, in fact, perceived the failure as major and had judged the method the restaurant used to recover the failure as not very good. Implications are for identifying failure points in the service delivery process and identifying methods to prevent, as well as recover, these failures to prevent negative customer perceptions and the ensuing customer loss and potential negative word of mouth.
ABSTRACT This paper presents a generic strategic framework of alternative international marketing... more ABSTRACT This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies.
Since the 1960s, quality function development (QFD) has been recognized worldwide as a suitable p... more Since the 1960s, quality function development (QFD) has been recognized worldwide as a suitable planning tool for translating customers' needs into product specifications. QFD methodologies, as opposed to traditional quality approaches, are most often cited as essential for advancing the competitive advantage of an organization. This paper proposes a modified approach to QFD, called “QFD strategy house”, as a systematic means of incorporating intelligence on markets, consumers and technologies in strategy development. It links marketing and manufacturing strategies by first developing a continuous improvement strategy. Both the marketing and manufacturing literatures have reported that an alignment between the two constituent strategies confers a competitive advantage in the marketplace.
Managing Service Quality: An International Journal, 2000
Focusing on service failures can assist organizations in improving service quality and improving ... more Focusing on service failures can assist organizations in improving service quality and improving long‐term customer retention. This study examined consumer perceptions of their personal service failures experienced in the restaurant industry. While the study found a large percentage of the respondents to be very “forgiving” with respect to returning to the restaurant where they had experienced a failure, the data also indicate that those less likely to return had, in fact, perceived the failure as major and had judged the method the restaurant used to recover the failure as not very good. Implications are for identifying failure points in the service delivery process and identifying methods to prevent, as well as recover, these failures to prevent negative customer perceptions and the ensuing customer loss and potential negative word of mouth.
ABSTRACT This paper presents a generic strategic framework of alternative international marketing... more ABSTRACT This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies.
Uploads