เทคนิคการกระจายหน้าที่เชิงคุณภาพเพื่อการกำหนดกลยุทธ์ทางการตลาดสำหรับบริษัทหน่วยตรวจสอบรับรอง

Abstract

This indepent study has the aims to study the level of customer’ satisfaction on the certification company the northen zone of Thailand and identify marketing strategy to meet customer satisfaction for certification body company by Quality Function Deployment (QFD) Technique. The research was done by collecting questionnaires distributed to certified body's customer in northern zone of Thailand, 165 companies. Level of satisfaction and demand among the sampling were separated into 1-5 score and compared with 2 key competitors, then revert to geometric mean. From the studying, it was found that the customer satisfaction level average was between 2.48 -4.46. Most items of case study company has got average score higher than others 2 competitors. However, there were some items that had got average score lower than competitor’s which were advance appointment before audit, appropriate audit price, appropriate training price, modern training equipment, appropirate training venue and free public training and seminar. Those mentioned items were taken into consideration in the house of quality. In process of Quality Functioin Deployment (QFD), QFD 2 phases. The result from phase I found that 10 selected items ranked by important rating score from large to small as following: Approaching (calling by phone to introduce company profile and activity), Auditor's education (used to be production or R&D supervisor in audited industrial), office staff was trained and evaluated the product knowledge, tutor has audit experience in teaching management system, accredited from ACFS/UKAS/NAC, establishment of document review process, tutor passed approval process, Set up the period of audit appointment and proposing competitive price in each situation, respectively. In phase II of QFD, 10 technical requirements from QFD phase I were taken considered in the house of quality in order to revert as marketing strategy. The result from phase II contained 5 items selected by important rating score. The reason why chose only 5 items because the limitation of implementing time and company’s resource. So in order to be effectiveness, it was necessary to select only 5 importance items to be marketing strategy. The items are selected has been classified into 2 groups, first group was a product marketing strategy included auditor development process, auditor qualification, assignment of expertise auditor. Second group was a price marketing strategy included calculating price process and sell technique to submit contract.