that designers apply an analytic hierarchy process
(AHP) to determine the ratio-scale weights
for importance ratings of requirements. Therefore,
a structured AHP questionnaire using modified
SERQVUAL items was developed, which enabled
the guests to make pair-wise comparisons between
the customer requirements. To capture the true
customer voices, the QFD process requires “going
to the gemba” (that is, rolling up one’s sleeves and
getting in the field where the customers are). Hotel
guests were interviewed, which involved a short
meeting with the guests before they filled out the
forms to ensure they all had the same understanding
about the requirements. Thirty-five hotel guests
were asked to assign a weight (an integer between 1
and 9) to the requirements to reflect the importance
of a requirement relative to the others. If the second
requirement was considered more important than
the first one, then the inverse of the weight would
be assigned. In addition, intermediate numbers
were used if they more accurately reflected the decision
of the guest. The answers of the hotel guests
were determined to be consistent compared with
the consistency ratio of 25 percent. Since this level
is acceptable, the geometric mean was calculated
for the consistent answers in each cell of the pairwise
matrix of the customer requirements. Then
the AHP procedure was applied to reach customer
importance levels for each requirement. Table 2
summarizes the AHP-driven importance ratings
for the requirements. It is important to mention
that the derivation of the characteristics priorities
requires ratio scale numbers that necessitate the use
of AHP. Most QFD applications do not use AHP to
derive customer importance ratings and, therefore,
the calculation of the characteristics priorities is
mathematically incorrect.
that designers apply an analytic hierarchy process(AHP) to determine the ratio-scale weightsfor importance ratings of requirements. Therefore,a structured AHP questionnaire using modifiedSERQVUAL items was developed, which enabledthe guests to make pair-wise comparisons betweenthe customer requirements. To capture the truecustomer voices, the QFD process requires “goingto the gemba” (that is, rolling up one’s sleeves andgetting in the field where the customers are). Hotelguests were interviewed, which involved a shortmeeting with the guests before they filled out theforms to ensure they all had the same understandingabout the requirements. Thirty-five hotel guestswere asked to assign a weight (an integer between 1and 9) to the requirements to reflect the importanceof a requirement relative to the others. If the secondrequirement was considered more important thanthe first one, then the inverse of the weight wouldbe assigned. In addition, intermediate numberswere used if they more accurately reflected the decisionof the guest. The answers of the hotel guestswere determined to be consistent compared withthe consistency ratio of 25 percent. Since this levelis acceptable, the geometric mean was calculatedfor the consistent answers in each cell of the pairwisematrix of the customer requirements. Thenthe AHP procedure was applied to reach customerimportance levels for each requirement. Table 2สรุปการจัดอันดับความสำคัญขับเคลื่อน AHPสำหรับความต้องการ จำเป็นต้องพูดถึงที่มาของระดับความสำคัญลักษณะต้องใช้อัตราส่วนมาตราส่วนเลขที่ผนวกการใช้ของ AHP โปรแกรมประยุกต์ QFD ส่วนใหญ่ใช้ AHP เพื่อได้รับการจัดอันดับความสำคัญของลูกค้า และ จึงเป็นการคำนวณระดับความสำคัญลักษณะmathematically ถูกต้อง
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