Quality Function Deployment in Effetive Website Design: An Application in E-Store Design

Pazarlama faaliyetlerinde müşterilerin, bir mal veya hizmetten isteklerinin ve beklentilerinin belirlenmesi en önemli sorunlardan birisidir. Kalite Fonksiyon Göçerimi (KFG), müşterilerin bakış açılarına ve isteklerine göre bir mal, hizmet, süreç, yazılım, web sayfası ve sanal mağaza (internette alışveriş yapılan web sayfası) tasarımında etkili bir araçtır. Bu makalede, sanal mağaza tasarımında KFG ve Kalite Evi yöntemlerinin nasıl kullanıldığı açıklanmıştır. Sanal mağaza müşterilerinin, sanal mağaza tasarımından beklentilerinin anlaşılması ve müşterilerin ne istediklerinin ortaya çıkarılması amacıyla 30 sanal mağaza müşterisiyle görüşmeler ve araştırmalar yapılmıştır. Bu çalışmanın sonunda, sanal mağaza tasarımcılarının e-müşteri memnuniyeti düzeyini arttırmakta yararlanabilecekleri tasarım önerilerinde bulunulmuştur.

Etkili WEB Tasarımında Kalite Fonksiyon Göçerimi: Sanal Mağaza Tasarımında Bir Uygulama

Understanding customers’ expectations from a product and service is one of the most important issues in marketing. Quality Function Deployment (QFD) is an effective tool to develop a product, service, process, software, website and finally e-store (online shopping website) design from customers’ perspectives or wants. In this paper, how an e-store can be designed using QFD and House of Quality (HOQ) methodologies is highlighted. Researches and interviews are conducted on 30 e-customers (electronic or online shopping customers) in order to find out what e-customers want and to understand e-customers’ expectations from e-store design. At the end of this study, some e-store design recommendations that will enable the e-store designer to deliver a higher level of e-customer satisfaction are made.

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