1. 2007 / ......................... ...................
: - QFD±
/ /
.
:
----------
( ) /
/
(13) -QFD- .
( ) (12)
.
)
(
.
Abstract:
This research concerns with the quality evaluation of higher educational
service represented by PhD program in the business administration department
/ Baghdad university , based on the customer assessment (doctorate student) of
department performance and its competitor represented by the business
administration department / AL-mustansiriyah university . The -QFD -technique
had been used to build the House of Quality about (13) student requirements
have been determined according to qualitative interviews with excellence
students, and (12) quality attributes (technical requirements), using designing
questionnaire and focus group. The analysis results determined the lowest group
/ / /
2007/2/5
81 -

2. 2007 / ......................... ...................
of quality attributes which the highest importance to satisfy the maximum of
student requirements.
:
.
-QFD - .
.(1928) (Dr. Yoji Akao) (1989-1910) (Dr.Shigeru Mizuno)
( ) -QFD -
( ) ( )
) ( )
(
. -Quality Houses -
-Whats- ( )
. -Hows- ( )
.
( )
.
-QFD -
.
-QFD -
. /
: :1
: -
:
-
.
-
.
-
( )
.
82 -

3. 2007 / ......................... ...................
: -
: -QFD -
/ -
.-Whats -
-
)
( /
.
-Hows± ( ) -
.
-Hows- -Whats± -
.
-
.
-
.
: -
.
: .
-
.
.
-
.
-
.
-
.
83 -

4. 2007 / ......................... ...................
-
.
: -
(15) . /
(19)
.
/
.
: -
( )
( )
- QFD - .
.
: -QFD - :2
: -
(1)
-TQM±
.
Dean Bowen , )
. (1994:394-395
(1)
84 -

5. 2007 / ......................... ...................
(QCQA) -4 :
-TQM- --------
. -
-
²3 (-Proative- )
- QA-
.
± SPC± -2 :
-QC- ------------
. -
. -1 (-Reactive- )
Source: Hammett , Pat , None:3
( ) -TQM±
( )
-QFD±
.
(Shewart,Deming, Juran, (1)
Feigenbaum,Ishikawa, Grosby, ShingoTaquchi)
- - Reactive customer :
-driven quality
- Proactive customer -driven quality-
Foster , )
. (1998:67
-ISO -
-Inherent±
.(ISO9000:2000(E):7) ( )
85 -

6. 2007 / ......................... ...................
: (1 )
-Objective - - : (1940-1920) (USA)
. .(X,R) - ---------
-Subjective ± - .(PDCA) - Walter -1
- Shewart
. .
:(1980 - ) W.Edwards -2
. - : (14 ) - Deming
. - . -
- . -
. -
-
. .
-
.
:(1980 - ) Joseph M. -3
- . - Juran
) -
. (
- -
.
.
- :(1980) Philip -4
. : Grosby
- -
.
. . -
- . -
. . -
:(1980 ± 1970) Armand - 5
- . - Feigenbaum
-
.
.
-
.
. -
86 -

7. 2007 / ......................... ...................
:(1980 - ) :
- - --------------
. Kaoru -6
: . - Ishikawa
- -
. .
. -
-
.
. -
:(1980 - ) Shigeo -7
- - Shingo
. .
. -
:( 1980 - 1960) Genichi -8
- . - Taguchi
. -
.
: :
(18-2 :1999 , ) -1
(Hammett , Pat , None:5-8) -2
(Reeves et al.,1994:422 -425) -3
(Waller , Derek L.,2003:87-88) -4
: -
(Juran ,1974)
(Feigenbaum , 1983 )
Reeves Bednar , ).
.(1994:424-425
.
.
-Intangible- -Perishability -
-Inseparability-
-Variability -
Payne, ± Heterogeneity±
87 -

8. 2007 / ......................... ...................
. .1997:468-471) (1995:7;Kotler
.
.
. (Tribus , 1991:5-6)
(Sahney et al., 2003:298 ) :
.(Feignbaum , 1951 ) . -
.(Grosby , 1979) -
-
.(Gilmore,1974;Grosby , 1979 )
.(Peters Waterman , 1982) -
(Reynolds,1986;Brennan et al.,1992;TangZairi,1998) . -
.(Juran Gryna , 1988 ) -
.(Parasuraman et al., 1985 ) -
- -Teaching -
. .-Learning
(Perkinson , 1995) .(Tribus , 1991:7)
:
. (Goldberg Cole , 2002:9)
(Frozier , 1997)
.(Glodberg Cole , 2002:9 )
( ) -TQM±
.
: -TQM ±
. (Sahney et al., 2003:298 )
: -TQM±
.( Goldberg Cole ,2002:11 )
(1999 )
.(11-9 :2001 ).
88 -

9. 2007 / ......................... ...................
: -QFD - -
: -QFD -
(Mazur,1993:1;Akao,1997:2; Hammett, None:2; Wong Juniper ,
None:3; Kim , 2002:9)
(Dr.Yoji Akao - :1968
Dr.Shigeru Mizuno)
.
( Dr. Yoji Akao ) - :1972
(Mitsubishi) (Kobe Shipyards)
.
(Toyota ) - QFD - - :1977
( 20%) - Startup -
( 61%) (1982 ) (38%) (1977 )
. (1984 )
. - QFD - -:1978
. - QFD -
. ( ) - :1981
. - QFD - - :1983
(Ford) (QFD ) (Xerox) (Dr.Clausing) - :1984
(1985)
.
.(USA) -QFD - - :1986
-Deming - - :1987
. (QFD)
Florida Power ) -Deming - - :1991
-QFD - (USA) (Light
.
:
(General Motors,Toyota,Ford Budd,Kelsey-
Hayes,Motorola,DEC,Hewlett-
Packard,Xerox,ATT,ITT,NASA,Goodyear,IBM,KodakEastman,N
CR,.( St.Clair Hospital)
ProcterGamble).
- QFD - (1990) (Glenn H. Mazur )
.
- QFD -
(200%) (33%) (50%)
(Vasilash,1989) .(SEPO , 1997:1)
89 -

10. 2007 / ......................... ...................
50%-) (50%-30%)
. (Rao et al.,1996:393) (20%
:
:
-
.
-
.
. -
. -
. -
:
. -
. -
-
.
-
.
. -
-
.
. -
(Hauser ´ ³ -QFD -
. Clausing ,1988:13)
: -QFD - -
: - - QFD -
(Klefsjo ,1994:71 ; American Supplier Institute , 2002:2)
: Hin Shitsu -
: Ki no -
: Ten Kai -
: -QFD -
-
.(SEPO,1997:1)
90 -

11. 2007 / ......................... ...................
(Akao ,1990 ) -
(Mazur,1993:4 )
-
(OPS,2002:16 ) -of Customer,VOC Voice-
.-QFD -
-
(Sahney et al., 203:303 ) .
:
American -
Institute , 2002:2) (Supplier
-
(Hammett , None :1)
-
Waller , )
.(2003:103
-
.(Akao,1997:2)
-
. (Plura,2001:1)
: -QFD -
(Maddux,1991) -
Sahney et al.,2003:303 ) .
(
-American Supplier Institute - -
. (Hammett , None:1)
. (Mazur,1997:3) -
(Mizuno Akao ,1993 )
. (Mazur , 1993:4 )
: -QFD - ±
91 -

12. 2007 / ......................... ...................
-QFD - .(2)
:
: -Product Planning - :
( )
. -QFD -
-QFD -
(%90 -%80) .
. (Logan Radcliffe ,2002:12)
: -Part (Deployment) Planning - :
.
: -Process Planning - :
( )
.
: - Production Planning - :
.
- - Hows -
- How - - What - . - Whats
-What - - How -
92 -

13. 2007 / ......................... ...................
Hows
Whats
) ( )
(
-4- -3- -2- -1-
( )
( )
( ) QFD : (2)
Source : based on:
1- Kim , Kwang-Jae , 2002:13.
2- Bergman Klefsjo , 1994:72.
3- Aperatec Executive Briefing , 1995:118
93

14. 2007 / ......................... ...................
- -How -
. - What
.
- QFD -
.
: ±
(3)
:
: - Customer Requirements , CR- :
. -QFD -
.
-QFD -
.
± Brainstorming±
-Focus Groups-
.
Griffin ) .
(Hauser ,1991
.(Rao et al., 1996:399)
) .
. (
( )
.
: - Relative Importance - :
- Customer Rate of Importance, CI ±
.
(5-1)
(5) .
.
94

15. 2007 / ......................... ...................
: (3)
5
(How/How)
4
(How)
3
6 2 1
:
(What)
(What/ Why) (What/ How)
7
8
9
( Aj )
(Wj )
( RR )
10
(How Much)
Source : based on:
1- Hauser Clausing ,1988:12 .
2- Bounds et al . ,1994: 280 .
3- American Supplier Institute , 2002:9 .
(5)
) . -cl - (2) *
1
: *
100 . ................................. =
:
_
= xi = fi x= _ _
fixi __
ft
95

16. 2007 / ......................... ...................
.(
) (4)
(
. /
:- Planning Matrix - :
.
: - Competitive Analysis±
: -Improvement Ratio , IR - :(1)
. (5) .
(2) .
. / -C-
.
.
:
.
(2)
( / )
:
.
(-P- )
96

17. 2007 / ......................... ...................
.
:
.
-Current± -Planned±
:
IRi=Pi/Ci (Hammett , None:7;Plura,2001:4-2 : )
.(m........1) = i :
. = IRi
. ( ) = Pi
. ( ) = Ci
(P) (C ) - IR±
:
-
.
: -
.
-
. (1.33)
:
. (1.25)
: (Relative Weight) : (2)
-Sales Point ,S -
.
:
-Standard± =1
.
-High± = 1.2
.
-Strong± = 1.5
.
97

18. 2007 / ......................... ...................
(2)
/
.
.
-Absolute Weight , AW±
:
AWi =CIi * IRi * Si (Hammett , None:7;Plura,2001:4-3
: )
.(i) = AWi :
. = CIi
. = IRi
. = Si
-Relative Weight , RW±
:
AWi
RWi= ------- * 100 (Hammett , None:7 ; Plura , 2001: 4-3 : )
m
7 AWi
i =1
.(i) = RWi :
. = AWi
. = 7m AWi
1=i
:(2)
9.4 § 9,375= 1,5 *1,25 * 5= ( )
9.4
% 8,9 § 100 * -------- =
105.4
:
.
:
.
.
: - Technical Requirements , TRj - :
) .
98

19. 2007 / ......................... ...................
Voice of Designer - (
- , VOD
( )
. ( )
Sahney et al., )
. (4) (12) (2003:305
(2)
/
S(1,1.2,1.5
AW=CI*IR*
IR=P/C
RW(%)
P C CI
S
)
)
(
8,9 9,4 1,5 1,25 5 4 4 5 1
7,1 7,5 1,5 1 5 4 5 5 2
( )
8,9 9,4 1,5 1,25 5 3 4 5 3
8,9 9,4 1,5 1,25 5 3 4 5 4
( )
7,6 8 1,5 1,33 4 3 3 4 5
( )
7,6 8 1,5 1,33 4 3 3 4 6
7,1 7,5 1,5 1,25 5 3 4 4 7
8,9 9,4 1,5 1,25 5 3 4 5 8
8,9 9,4 1,5 1,25 5 3 4 5 9
8,9 9,4 1,5 1,25 5 3 4 5 10
7,1 7,5 1,5 1,25 5 3 4 4 11
3 3 1 1 4 2 4 3 12
7,1 7,5 1,5 1,25 5 3 4 4 13
100 105,
4
99

20. 2007 / ......................... ...................
: - Correlation Matrix - :
- - Trade ± off -
. Interaction-
(Hows Hows)
(9-0) (3-0)
(Gargione . (5-0)
,1999;Waller ,2003)
:
-------- ------------ --------------
9
3 3
( 1
.
.
(4 )
.
.
:
.
:
.
.
.
.
100

21. 2007 / ......................... ...................
101