Production
https://prod.org.br/article/doi/10.1590/S0103-65132013005000080
Production
Article

Definição de características críticas na implementação de serviços customizados em massa

Definition of critical characteristics in mass customization service implementation

Vidor, Gabriel; Medeiros, Janine Fleith de; Fogliatto, Flavio Sanson

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Resumo

O objetivo deste trabalho é definir quais características de customização em massa (CM) presentes em sistemas de manufatura podem ser priorizadas no projeto de serviços customizados em massa. Propõe-se uma classificação de importância de características de customização a serem priorizadas na implementação de serviços customizados, tendo-se como critérios os habilitadores de CM e os habilitadores de serviços combinados através de uma matriz de relacionamentos característica do QFD (desdobramento da função qualidade) e corrigidos, a partir da ponderação dos gestores do serviço, usando-se um procedimento de QFD reverso. No final do estudo foi possível determinar as características prioritárias do serviço customizado em massa. Dois casos de estudo foram realizados para exemplificar a operacionalização da metodologia, um em uma distribuidora de energia elétrica e outro em uma universidade privada.

Palavras-chave

Customização em massa. Serviços. QFD.

Abstract

This study defines mass customization (MC) characteristics to be prioritized in the design of mass customized services. We propose a classification of mass customization characteristics in the services customization area based on MC enablers and service enablers. These enablers are related using the house of quality matrix from QFD (quality function deployment) and are rewritten after gathering importance inputs from managers familiar with the service under consideration, using a reverse QFD procedure. Using this method, it is possible to determine the main characteristics to be considered in a mass customized service. Two case studies are presented to exemplify the proposed methodological steps, one in an electricity distribution company and another in a private university.

Keywords

Mass customization. Service. QFD.

References



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