II.

QFD and HOQ overview

House of quality is a diagram, resembling a house, used for defining the relationship between
customer desires and the firm/product capabilities.

It is a part of the Quality Function Deployment (QFD) and it utilizes a planning matrix to relate
what the customer wants to how a firm (that produces the products) is going to meet those
wants.

o *Primary Purposes of QFD & House of Quality

o *We’ll now cover some primary purposes of QFD / House of Quality:

 Understand Customer Desires

Many times, customers need outside perspective to discover what they really need to build
their product or process. The goal is to understand customers perhaps even better that they
understand themselves so as to open their eyes to ideal solutions.

 Understand Customer Priorities

During the interview stage, get to know customer needs, but then break those needs down into
prioritized parts. For example, if a customer is building drones for media production, how
important is battery life compared to camera quality? How important is aesthetic compared to
quality of the drone body? Weights are assigned to each quality based on what is most
important to the customer. How well each need is met is ultimately how the customer will
judge your solution’s value.

 Departmental Buy-In

Often, disagreement or misunderstanding between departments of a customer’s organization

can occur in relation to what is actually needed. Marketing may think that a drone with
trending features is top priority, but engineering may think that overhaul of a problematic part
is top priority. The process helps create a plan that addresses all true priorities and to which all
departments can agree.

 Translate Customer Desires Into Goals & Technicalities

This is the heart of the QFD process where the recorded desires of the customer are ranked by
priority and specific process and resource planning takes place. They are laid out onto a useful
diagram labeled the House of Quality.
  Specify Traceable Requirements

Specific requirements for the execution of the customer’s product or process should be laid
out. The how and why questions should be answered in the plan–how are we meeting the
client’s requirements and why are we doing it this way? The written requirements and should
be specific enough that their completion and success are traceable. One should be able to work
forward and backward in the plan and determine easily whether or not the overall plan is being
executed successfully. For example, if there is a question on why something is done a certain
way, one should be able to trace back to the beginning of the process to the initial requirement
that determined the process needed to meet that requirement.

 Provide Structure

It is easy for customers to jump all over the place stating what they desire and tossing out
ideas. But, at the end of the day, your role is to hone in on what they want and provide a
logical, executable, traceable structure to organize their ideas.

 Allocate Resources

Whether developing a physical product or creating a process for a customer, resources are
needed to do so. Humans, machines, computers, construction materials, disposable materials
and more must be accounted for. What do we have available to us and what do the available
resources allow us to do? Answering these questions is a critical part of execution.
The primary aim of the research was to critically analyze and evaluate the different customer
retention strategies being implemented by fast-food outlets such as Kentucky Fried Chicken
(KFC), Nando's, and Steers in South Africa. The fast-food industry in South Africa is experiencing
numerous market-related changes, which range from intense globalization forces to
heightening competition levels. The pressure on businesses today is further increased by a
market where the customer acquisition rate is slowing, customer loyalty is decreasing, and sales
cycles are lengthening. In such an environment, losing a valuable customer to a competitor can
have a significant impact on profitability and growth. As a result, many companies have shifted
their focus from customer acquisition to customer retention. The research was primarily
concerned with assessing customer relationship management, relationship marketing, and
communication through technology as strategies to maintain intimate relationships with
customers. Personal interviews and in-depth interviews with the help of questionnaires were
used to collect primary data in the research. The results indicated that KFC, Nando's, and Steers
adopt similar marketing strategies or use the same concepts to manage their relationships with
both internal and external customers and other stakeholders. These strategies and concepts
include customer relationship management, relationship marketing, and technological means
of communication.

III. Case Study

2. HOQ

Our Competitor in Fast food field are Burger King, KFC, Lotteria, … and other fast food store
related to chicken packing and fast food processing

1) KFC

KFC is the second largest fast-food chain after McDonald’s and one of the top McDonalds
Competitors. Its specialty is in fried chicken and burgers. Founded in 1930, the brand has grown
and expanded into other territories with close to 20,000 branches or locations in more than 120
countries as at 2015. Along with Taco Bell and Pizza Hut, KFC is a Yum! Brands subsidiary. Apart
from fried chicken, KFC also offers salads, French fries, soft drinks and chicken fillet burgers
among other notable products.

KFC’s fried chicken has been hailed as the best in the world and its slogan ‘Finger-Lickin’ Good’
embodies how good they are in what they do. As at 2013, KFCs revenue stood at 23 billion
dollars.
2) Burger King

A subsidiary of Restaurant Brands International, Burger King’s standing as one of the largest fast
food restaurants cannot be disputed. Founded in 1953 and headquartered in Florida, USA,
Burger King’s menu of soft drinks, hot dogs, desserts, hamburgers, chicken and French fries
among others are delicacies loved worldwide. With a revenue of over 4 billion dollars and
assets worth 18.4 billion dollars as at 2015, burger king has positioned itself as a force to reckon
with in the fast food industry.

Burger has over 15,000 locations worldwide serving in around 100 countries. Burger King has
continued to expand its menu and brand and a net income of more than 1.9 billion dollars in
2015 highlights some of the company’s success. Naturally, with the name itself spelling
“Burger”.

3) Subway

Subway is among the fastest growing fast food brands. Privately owned, Subway has close to
45,000 locations in over 110 countries as at 2017. As a single brand fast food restaurant chain
and operator, Subway is the largest in the world. The primary fast food sold by Subway is the
submarine sandwich popularly known as ‘sub’ although it also sells paninis, wraps, doughnuts,
muffins, cookies, and salad. Subway also offers gluten-free bread as well as brownies as part of
its menu.

Subway’s main selling is its ‘Eat Fresh’ slogan which focuses on how its sandwiches are
prepared from freshly baked bread. Subway’s revenue as at 2015 was 1.11 billion dollars.
Subway also focuses on health and lately McDonalds and other burger brands have come under
the scanner for their health disadvantages.
In today's ever‐increasing globalization of services and brands, service‐oriented businesses
need to attend to the satisfaction of their customers both domestically and abroad while
transcending unique cultural differences from country to country. This study provides a cross‐
cultural comparison of service satisfaction of fast food establishments in four English‐speaking
countries. It is based on data collected from customers of five globally‐franchised fast‐food
chains, using a previously developed service satisfaction instrument. The study reveals two
empirically derived, cross‐cultural fast‐food customer satisfaction dimensions: satisfaction with
the personal service and satisfaction with the service setting. Should future research support
this study's findings, the measurement of cross‐cultural service satisfaction among franchised
brands and services could aid business managers’ efforts to assess the quality of the services
they provide across national boundaries and on a more real time, practical basis.