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AN APPLICATION OF QUALITY FUNCTION DEPLOYMENT: A CASE OF GYMNASIUM

Ankit ChoukseyDr. A. Dalpati

AbstractIn the present scenario, the fitness industry is showing rapid growth.The possible reason behind it may include the factors in which people now adays are more concentrating on their fitness. These industries are facing unique challenges due to advancement in technology and increasing competition in the market. These problems forced them to implement new approaches in order to satisfy customer demands.

The objective of this paper is to apply QFD at Gymnasium with respect to the services provided by them in order to satisfy needs and demands of customers. To evaluate the customer's voice about the services provided in the Gymnasium House of Quality is used. The voice of customers (WHATs) data was collected from members of Gymnasium through a questionnaire; whereas, the technical solutions (HOWs) were identified from experts of the fitness industries followed by developing the relationship between technical solutions with the Voice of Customer or customer requirements. Requirements are displayed in the form of matrix and house of quality for Gymnasium is built. Through QFD various suggestions can be made to the Gymnasium so that they can improve their customer satisfaction and can provide a competitive advantage to them.

Keywords- Quality function Deployment (QFD), House of Quality (HOQ), Voice of Customer, Gymnasium.

1. INTRODUCTIONThe Fitness industry is mainly driven towards health, well being, good looks and confidence. Resistance training, aerobics, Zumba, aerial yoga, kickboxing etc. have become the fitness trends over a few years. The general population is moving towards fitness to relax them from boisterous work weight and battle undesirable dietary patterns and inactive ways of life. With the significant changes in the way of life and pay levels of individuals, the fitness industry in India has turned into a dawn segment and is set to develop by 20-30 for each penny year on year. Notwithstanding, a vast piece of the Indian populace doesn't know about the wellness alternatives accessible to them. A pool of new businesses has risen over the most recent few years, to scaffold this hole, and address the necessities of fitness devotees. This industry in India is balanced at an enunciation point, with high market discontinuity, spectacular market potential, and end-to-end general development. A few new plans of action are rising to upset this industry. Fitness industry in India is worth Rs.4,500 crores and is developingat 16-18% yearly and is relied upon to cross Rs.7,000 crores by 2017. The business is divided with most of the market ruled by chaotic andfree exercise centers outlets. The sorted out or present day wellness retail is around 28% as of now yet growing a 22-27% yearly development rate.

Figure 1: Fitness industry in India

In this paper, a framework based on QFD for services provided in gymnasium has been proposed. This framework provides the guidelines to a GYMNASIUM and by implementing these guidelines, the satisfaction level of customers may be improved.

Keeping in mind the end goal to guarantee that gymnasium business survives and stays aggressive in today's fitness industry, they need to reliably give your individuals great administration. Customer benefit assumes an indispensable part in part procurement and part maintenance. It is imperative that quality of customer service is always the top priority. QFD helps to change client requests into design. It has been used in quality management for years. This method supports the appropriate adjustment of product and service to customer's requirements. There are many ways of capturing the requirements of customers through questionnaires and observations. HOQ (House of Quality) is one of the tools of QFD, which interprets the customer's voice into the specifications of products or service.

2. LITERATURE REVIEWYoji Akao, created Quality Function Deployment in 1965 to with Katsuyo Ishihara, characterizes QFD as “a method for developing a design quality aimed at satisfying the consumer and then translating the consumer's demands into design targets and major quality assurance points to be used throughout the production stage” [1]. Change creation to administration and may summarize this to “a system and procedures to aid the plan and development of services and assure that they will meet or exceed customer expectations” [6].

QFD framework is used for developing new a product or new characteristic of service in view of customer requirements that includes all individuals like producer and supplier industries. In Japanese, 'deployment' alludes to an extension or broadening of activities and hence 'Quality Function Deployment' implies the obligations regarding delivering a quality thing must be appointed to all parts of an organization. It is at times alluded to as the most exceptional type of Total Quality Control, Japanese style. The framework could be comprehended by the terms in 'Quality Function Deployment' inside the context of QFD.

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· Quality means full filling customer requirements· Function shows what should be done· Deployment shows who will do it and when [17].

Quality function deployment (QFD) is a strategy for improving the quality of new products or services so that the satisfaction of customers can be enhanced [13]. QFD has also been developed into a technique for controlling the design process [7]. It has been argued that house of quality (HOQ) is the main tool of QFD [22]. House of quality matrix (HOQ) is a correlation between customer requirements and technical characteristic. It interprets the demanded service quality of a product into real or vague service quality characteristics [19]. HOQ consists of six stages namely (i) requirements of customers (HOW), (ii) technical solutions (WHO), (iii) relationship matrix between customer requirements and technical solutions (relationship matrix), (iv) correlation among technical solutions correlation matrix, (v) technical matrix and (vi) planning matrix. The standard framework of HOQ is shown in fig.2 [14].

Figure.2 Kano Model [3]

Customer requirements are the prime focus of the house of quality; therefore, it has become necessary for the organization to tune up their facilities according to the requirements of the customers. Customer requirements are classified into three types namely (i) expected requirements, (ii) exposed requirements, and (iii) exciting requirements. Expected requirements are the basic requirements which customers usually do not pay attention but their absence makesthem

dissatisfied. Exposed requirements are true needs of customers and are collected by inquiring them. Finally, the exciting requirements are those whose presence make customers excited. These requirements can be analyzed through Kano model which is presented in fig 3[3].

QFD has been deployed in a variety of applications. For example, Kioumars Paryani (2010) [12], shows the QFD application in a five-star hotel to find out the services demanded by the customer in hospitality industry. Paryani proposed SERVQUAL structure for identifying the main customer requirements. By using a structured analytic hierarchy process (AHP) questionnaire, the customer importance levels were obtained. The AHP analysis was used to develop ratio scale numbers for the importance ratings. Executing the recommended action plans at the final stage of the QFD process resulted in measurable improvements in the services provided by the hotel. Lincoln C. Wood (2015) [24], shows the implementation of QFD in construction industry by focusing the customer demands that can affect the design of the green hospital. This paper shows the QFD, which is used for develop the green hospital which is known as “The House of Quality Green Design (HOQGD)”.Figure 4. Framework of House ofQuality [20] In 2016 Dariush Mohamadi Zanjirani [26], shows the development of QFD model for prioritize the customer requirements in e-banking sector. The design of QFD has extended from customers' needs to the functions provided by the bank for e-banking. The highest scores of quality dimensions of e-banking services based on e-banking functions includesystem security and protection of customers' information (confidentiality), speed and ease of use of service.

In 2016 Mehmet A. Gündüz[8], applied QFD technique for determining the quality characteristic for the inner and outer members of higher education which includes students, student families, academic and administrative staff. The study led among 100 understudies, 30 understudies' relatives, and 30 scholastic and authoritative staff. Physical, academic and access qualification considered as a quality characteristic for the higher education.The review demonstrates that among the partners and ability of scholastic staff the understudy relatives have the mostastounding significance for the quality variables.

Mohd Fairuz Bin Suliman [4], shows the solution of problem occur in car wiper. Customers' requirements are collected through the survey. With the help of results the house of quality is developed and the shows the product characteristics which are demanded by the customers. The design of new car wiper can help the customers to solve the problem.

Robin Rawlings-Quinn [18], Marketing manager, of Intertape Polymer Group, shows how QFD was used for developing a new heat activated tape product and give suggestions for implementation of QFD process.

Selim Zaim[20], this study shows the two approaches to developing a new product (shampoo) using QFD . In the first approach, conventional QFD technique was used to develop a quality plan for a new shampoo. The fuzzy approach was used in second stage. This approach fixated on the use of probability hypothesis created to show the uncertainty. At the last phase, these two methodologies have been contrasted and each other.

3. OBJECTIVES OF THE STUDYThe objective of this study is to provide higher quality service to the customer and at a lower cost. It will give the following

Figure 3. Framework of House of Quality [14]

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framework to future outline and upgrades in services. Some of the objectives are as follows: • To identify the customer expectations regarding product and

service provided in the gymnasium.• To determine the gap between customer expectation and

available service.• To develop suitable action to fill the gap as identified in

above objectives.• To improve the service quality provided in the gymnasium.• To analyze the factors which contribute to the effectiveness

of customer satisfaction.

4. METHODOLOGY ADOPTEDIn this paper voice of the customer is taken from the gymnasium of SGSITS, Indore to identifying the desire and key problem areas in the gymnasium. The procedure followed in building the house of quality are as follows [15]:

1. It is improbable for an organization to fulfill majority of its customers' requirements at the same time. Along these lines, it is important to organize the requirements that are to be met inside a planning cycle deliberately. Utilizing an organized poll for customers comprising understudies, faculties of the college, staff of gymnasium and so forth were solicited to rate the importance of the facilities provided in gymnasium. Along these lines, it was conceivable to analyze which quality attributes are more critical for full filling or surpassing customers' expectations. The rate of importance is a rating of the customer requests on a size of 1 to 5. On this scale 5 indicates most imperative and 1 means generally low significance. The customer ought to appoint these evaluations. Mean of the characteristics is ascertained and properties were positioned likewise [20].

2. Engineering characteristics in view of satisfying customer requirements are gathered from specialists of the fitness industries which specifically influence the client discernment.

3. Relationships developed between the customer's voice and technical characteristics are not generally 1:1, there are unpredictable connections. A solitary plan prerequisite may have an impact on a few of the customer's necessities. Connections amongst "What" and "How"; characterized by three quality levels: weak relation, medium relation, and strong relation.

4. The strong relation expresses the relative importance of every customer ("What") and technical characteristic ("How") to full filling the coveted objective. "What" relative criticalness is built up through an assessment by the customer. The relative scale utilized (1-20) ought to be set up so that customer importance is viewed as more critical the bigger the number seems to be. For each column ("How"), the ("What") importance level is multiplied by the corresponding weighting. This makes a value for every connection amongst customer and design requirement. The importance of the technical characteristic ("How") is registered by including the qualities together. The significance level of "How" approximates the most imperative design requirements for consumer satisfaction.

3. The roof of the house is intended to cross associate the "HOWs" against each other with the goal that plan strife and integral qualities can be distinguished. Numerous technical requirements are interrelated. Attempting to enhance one

requirement may help another related requirement and influence it in a positive way. Then again, attempting to enhance one requirement may negatively affect the other necessity. The correlation matrix is a triangular table. "How" is coordinated by setting up the relationship between the majority of the components.

6. Finally, the house of quality is created. The house of quality interprets the voice of the customer into technical characteristic that meet the particular target values and match those against how an organization will meet the requirement.

5. D E V E L O P M E N T O F H O Q M O D E L F O R GYMNASIUM: A CASE STUDY

This case study has been done in gymnasium located in SGSITS, Indore. In this work, questionnaires were prepared and distributed to the members to find out their needs. Appropriate engineering characteristics were found out from the customer attribute which is shown in the

S.No.

Voice of Customer

S.No.

Voice of Customer

1 Personal Trainers

14 Rest place

2 Staff Availability

15

Washroom

3 Range of dumbbells

16

TVs

4 Good equipment Condition

17

Music

5 Cardiovascular Equipment

18

Lighting

6 Weight Machines

19

Ventilation

7 Gymnasium Cleanliness

20 Mirrors

8 Locker Room Cleanliness

21

Drinking water

9 Cardiovascular

area

22

Referral From Friend

10 Free weight area

23

Atmosphere

11 Stretch area

24 Gymnasium Security

12 Locker rooms

25 Air Conditioner

13 Changing rooms

Table 1: Voice of Customer

· The relative scale utilized (1-20) so that client significance is viewed as more noteworthy the bigger the number may be. For every column ("How"), the ("What") importance level is multiplied by the relative weightage. This makes a value for every connection amongst customer requirements and technical characteristic. The significance of the technicalZ characteristic ("How") is registered by adding the values together. The technical characteristics are shown in table 2.

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Table 2: Technical Characteristic

S.No.

Technical Characteristic

1 Area

2 Infrastructure

3 Maintenance

4 Electricity

5 CCTV

6 Surrounding /Location

7 No. of Equipment’s

8 Basic Amenities

9 Finance /Investment

10 Hospitality

· The roof of the house which is co-relationship grids portrays the quality of the relationships between the attributes. The aim is to recognize which requirements bolster each other and which ones don't. Positive connections imply that the

S.

No.

Voice of Customer

MeanImportance

Rating

S.

No.

Voice of

Customer

MeanImportance

Rating

1. Personal Trainers

4.05

10

14.

Rest place

3.3

2

2. Staff Availability

3.6

6

15.

Washroom

3.925

9

3. Range of dumbbells

4.325

15

16.

TVs

2.5

1

4. Good equipment Condition

4.35

16

17.

Music

4.425

17

5. Cardiovascular Equipment

4.35

16

18.

Lighting

3.775

8

6. Weight Machines 4.425 17 19. Ventilation 4.3 14

7. Gymnasium Cleanliness

4.525 19 20. Mirrors 4.45 18

8. Locker Room Cleanliness

4.05

10

21.

Drinking water

4.55

20

9. Cardiovascular area

4.15

11

22.

Referral

From Friend

3.55

4

10. Free weight area

4.3

14

23.

Atmosphere

4.275

13

11. Stretch area

4.225

12

24.

Gymnasium

Security

3.925

9

12. locker rooms

3.325

3

25.

Air Conditioner

3.55

5

13. Changing rooms 3.65 7

service improvement proficiency can be expanded without contending or copy exertion. Mean of the attributes is calculated and attributes were rated accordingly which is shown in the table 3.

Table 3: Importance Rating of Voice of Customer

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Figure 5: The House of Quality for Gymnasium

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6. CALCULATION OF RELATIVE IMPORTANCE OF TECHNICAL CHARACTERISTIC:

All technical characteristic require a weight to be computed. The weight is made up of the weighted sum of the elements in the column corresponding to a technical characteristic multiplied by the VOC Importance in that row.Strong Relationship (●): 3Medium Relationship (o):2Weak Relationship (? ): 1

In the first technical characteristic, for example, the Relative Importance = (15 x2) + (16x3) + (17x3) + (19x1) + (10x1) + (11x3)+ (14x3) + (12x3) + (3x3) + (7x3) + (2x2) + (9x3) + (20x1) + (9 x2) + (5x3)=383. Weights for all specifications were computed likewise.

The relationships between “What” and “How”; defined by three strength levels: weak relation (? ), medium relation (○ ) and strong relation (●). An empty column indicates no relationship between the client and design requirements.

7. RESULT & DISCUSSIONQFD model makes it clear that major problem in the gymnasium is regarding the infrastructure and area of the gymnasium. The following are some discussion and solutions to satisfy the need of the customer.

· The basic infrastructure which includes Floors, mirror, ceilings, walls etc. should be carefully considered. Standard ventilation should be available so that the problem of sweating during a workout could be avoided. Air conditioners can also be used for the more comfortable interior environment.

· The area of gymnasium should be carefully selected because it includes Stretch area, Free weight area, cardiovascular area etc. so that every exercise can be done freely.

· In one slot a limited number of members should be allowed for limited time slots so that other members doesn't have to wait in queue for their turn to use the facilities.

· Only acquisition of new high-end equipment creates the finance problem but optimum utilization of the available resources in the gymnasium through timely maintenance could be of advantageous in the long run for fulfilling the demands of fitness enthusiasts.

· A warm welcome to members and friendly executives makes the day for any member so the staff behavior should be polite and helpful.

· Gymnasium ought to offer well-ordered fitness guiding in picking the correct strategy and practice to body get an immaculate exercise.

Table 4: Important Voice of Customer and its Technical characteristic

Importance Ranking Voice of Customer Technical

Characteristic Relative

Importance

1

Drinking Water

Infrastructure

406

2 Gym Cleanliness Area 383

3 Mirrors Finance / Investment 379

4 Weight Machines Maintenance 378

5 Good equipment Condition No. of Equipment’s

353

6

Cardiovascular Equipment

Surrounding/Location

275

7 Range of dumbbells Electricity 263

8. CONCLUSIONIn this study, Quality Function Deployment technique is utilized which is one of the tools of Total Quality Management, to decide quality measurements of gymnasium from the point of view of the individuals. The overview directed in a gymnasium of SGSITS, Indore includes customer requirement, technical descriptors, relationship matrix, technical matrix and correlation matrix, which are components of HOQ. The study exposed basic requirements of the customers that were needed to be addressed and some technical descriptors were proposed accordingly to accomplish the customer requirements. Infrastructure was found to be the highest priority technical solution, followed by area and finance. The developed framework informs decision makers about the most sensitive and least sensitive descriptors. The decision makers may identify the priority of a single descriptor and improve the customer services accordingly. The arrangement of technical descriptors in the manner proposed in framework helps the decision makers to easily identify solution of problems.

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AUTHORS

Ankit Chouksey, PG Student, Industrial & Production

Engineering Department, Shri G.S. Institute of Science &

Technology, 23 Nehru Park Road, Indore - 452 003(Email: choukseyankit8@gmail.com

Dr. A. Dalpati, Professor, Industrial & Production Engineering

Department, Shri G.S. Institute of Science & Technology, 23

Nehru Park Road, Indore - 452 003 ( .

MP).

MP)Email: adalpati@gmail.com

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