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

Downloads: 0
Views: 1032

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



ABDELKAFI, N. et al. NPD-SCM Alignment in Mass Customization. In: FOGLIATTO, F. S.; DA SILVEIRA, G. Mass Customization: Engineering and Managing Global Operations. Springer Velag, 2010.

AKAO, Y. Manual de aplicação do desdobramento da função qualidade (volume 1) - Introdução ao desdobramento da qualidade. Tradução de Zelinda Tomie Fujikawa, Seiichiro Takahashi. Belo Horizonte: UFMG, Escola de Engenharia, Fundação Cristiano Ottoni, 1996.

ALIZON, F. et al. Framework for product family design and development. Concurrent Engineering: Research and Applications, v. 15, n. 2, p. 187-199, 2007.

ANDERSON-CONNELL, J. J.; ULRICH, P. V.; BRANNON, E. L. A consumer-driven model for mass customization in the apparel market. Journal of Fashion Marketing Management, v. 6, n. 3, p. 240-258, 2002. http://dx.doi.org/10.1108/13612020210441346

APEAGYEI, P. R.; OTIENO, R. Usability of pattern customizing technology in the achievement and testing of fit for mass customisation. Journal of Fashion Marketing and Management, v. 11, n. 3, p. 349-365, 2007. http://dx.doi.org/10.1108/13612020710763100

BARDAKCI, A.; WHITELOCK, J. Mass-customisation in marketing: the consumer perspective. Journal of Consumer Marketing, v. 20, n. 5, p. 463-479, 2003. http://dx.doi.org/10.1108/07363760310489689

BARDAKCI, A.; WHITELOCK, J. How "ready" are customers for mass customization? An exploratory investigation. European Journal of Marketing, v. 38, n. 11-12, p. 1396-1416, 2004. http://dx.doi.org/10.1108/03090560410560164

BARDAKCI, A.; WHITELOCK, J. A comparison of customers' readiness for mass-customisation: Turkish vs British customers. European Business Review, v. 17, n. 5, p. 397-410, 2005. http://dx.doi.org/10.1108/09555340510620311

BARE, M.; COX, J. J. Applying principles of mass customization to improve the empirical product development process. Journal of Intelligent Manufacturing, v. 19, p. 565-576, 2008. http://dx.doi.org/10.1007/s10845-008-0134-0

BASK, A. H.; TINNILÄ, M.; RAJAHONKA, M. Matching service strategies, business models and modular business processes. Business Process Management Journal, v. 16, n. 1, p. 153-180, 2010. http://dx.doi.org/10.1108/14637151011017994

BOOMS, B. H.; BITNER, M. J. Marketing Strategies and Organizational Structures for Service Firms. In: DONNELLY, J.; GEORGE, W. R. Marketing of Services. Chicago: American Marketing Association, 1981. p. 47-51.

BROWN, S.; BESSANT, J. The manufacturing strategy-capabilities links in mass customisation and agile manufacturing - an exploratory study. International Journal of Operations & Production Management, v. 23, n. 7, p. 707-730, 2003. http://dx.doi.org/10.1108/01443570310481522

BUFFINGTON, J. Comparison of mass customization and generative customization in mass markets. Industrial Management & Data Systems, v. 111, n. 1, p. 41-62, 2011. http://dx.doi.org/10.1108/02635571111099721

CAO, J. et al. An interactive service customization model. Information and Software Technology, v. 48, p. 280-296, 2006. http://dx.doi.org/10.1016/j.infsof.2005.04.007

CHEN, Z.; WANG, L. A generic activity-dictionarybased method for product costing in mass customization. Journal of Manufacturing Technology Management, v. 18, n. 6, p. 678-700, 2007. http://dx.doi.org/10.1108/17410380710763859

CHO, H.; FIORITO, S. S. Acceptance of online customization for apparel shopping. International Journal of Retail & Distribution Management, v. 37, n. 5, p. 389-407, 2009. http://dx.doi.org/10.1108/09590550910954892

COHEN, W. W. Pac-learning non-recursive prolog clauses. Artificial Intelligence, v. 79, n. 1, p. 1-38, 1995. http://dx.doi.org/10.1016/0004-3702(94)00034-4

CORBETT, B.; ROSEN, D. W. A configuration design based method for platform commonization for product families. Artificial Intelligence for Engineering Design, Analysis and Manufacturing, v. 18, p. 21-39, 2004. http://dx.doi.org/10.1017/S089006040404003X

DA SILVEIRA, G.; BORENSTEIN, D.; FOGLIATTO, F. S. Mass customization: Literature review and research directions. International Journal of Production Economics, v. 72, p. 1-13, 2001. http://dx.doi.org/10.1016/S0925-5273(00)00079-7

DAHMUS, J. B.; ZUGASTI, J. G. P.; OTTO, K. N. Modular product architecture. Designs Studies, v. 22, n. 5, p. 409-424, 2001. http://dx.doi.org/10.1016/S0142-694X(01)00004-7

DAI, Z.; SCOTT, M. J. Product platform design through sensitivity analysis and cluster analysis. International Journal of Intelligent Manufacturing, v. 18, p. 97-113, 2007. http://dx.doi.org/10.1007/s10845-007-0011-2

DAVIS, S. M. From future perfect: Mass customizing. Planning Review, v. 17, p. 16-21, 1987. http://dx.doi.org/10.1108/eb054249

DEAN, P. R.; TU, Y. L.; XUE, D. An information system for one-of-a-kind producion. International Journal of Production Research, v. 47, n. 4, p. 1071-1087, 2009. http://dx.doi.org/10.1080/00207540701543593

DIETRICH, A. J.; KIRN, S.; SUGUMARAM, V. A service-oriented architecture for mass customization: a shoe industry case study. IEEE Transactions on Engineering Management, v. 54, n. 1, p. 190-204, 2007. http://dx.doi.org/10.1109/TEM.2006.889076

DU, J.; JIAO, Y.-Y.; JIAO, J. Integrated BOM and routing generator for variety synchronization in assembly-to-order production. Journal of Manufacturing Technology Management, v. 16, n. 2, p. 233-243, 2005. http://dx.doi.org/10.1108/17410380510576859

DURAY, R. Mass customization origins: mass or custom manufacturing? International Journal of Operations & Production Management, v. 22, n. 3, p. 314-328, 2002. http://dx.doi.org/10.1108/01443570210417614

DURAY, R. et al. Approaches to mass customization: configurations and empirical validation. Journal of Operations Management, v. 18, p. 605-625, 2000. http://dx.doi.org/10.1016/S0272-6963(00)00043-7

ENDO, S.; KINCADE, D. H. Mass customization for long-term relationship development: Why consumers purchase mass customized products again. Qualitative Market Research: An International Journal, v. 11, n. 3, p. 275-294, 2008.

FENG, Y. X. et al. An exploratory study of the general requirement representation model for product configuration in mass customization mode. International Journal of Advanced Manufacturing Technology, v. 40, p. 785-796, 2009. http://dx.doi.org/10.1007/s00170-008-1381-0

FITZSIMMONS, J. A.; FITZSIMMONS, M. J. Administração de Serviços. Porto Alegre: Bookman, 2010.

FIXSON, S. K. Modularity and commonality research: past developments and future opportunities. Concurrent Engineering: Research and Applications, v. 15, n. 2, p. 85-110, 2007.

FOGLIATTO, F. S.; DA SILVEIRA, G. J. C.; BORENSTEIN, D. The mass customization decade: An updated review of the literature. International Journal of Production Economics, v. 138, p. 14-25, 2012. http://dx.doi.org/10.1016/j.ijpe.2012.03.002

FOGLIATTO, F. S.; DA SILVEIRA, G. J. C. Mass customization: A method for market segmentation and choice menu design. International Journal of Productions Economics, v. 111, p. 606-622, 2008. http://dx.doi.org/10.1016/j.ijpe.2007.02.034

GERSHENSON, J. K.; PRASAD, G. J.; ZHANG, Y. Product modularity: definitions and benefits. Journal of Engineering Design, v. 14, n. 3, p. 295-313, 2003. http://dx.doi.org/10.1080/0954482031000091068

GERSHENSON, J. K. Product modularity: measures and design methods. Journal of Engineering Design, v. 15, n. 1, p. 33-51, 2004. http://dx.doi.org/10.1080/0954482032000101731

GOTTFRIDSSON, P. Development of personalized services in small business: an iterative learning process. Managing Service Quality, v. 20, n. 4, p. 388-400, 2010. http://dx.doi.org/10.1108/09604521011057504

GRENCI, R. T.; WATTS, C. A. Maximizing customer value via mass customized e-consumer services. Business Horizons, v. 50, p. 123-132, 2007. http://dx.doi.org/10.1108/09604521011057504

HAUG, A.; LADEBY, K.; EDWARDS, K. From engineer-to-order to mass customization. Management Research News, v. 32, n. 7, p. 633-644, 2009. http://dx.doi.org/10.1108/01409170910965233

HELO, P. T. et al. Integrated Vehicle Configuration System. - Connecting the domains of mass customization. Computer in Industry, v. 61, p. 44-52, 2010. http://dx.doi.org/10.1016/j.compind.2009.07.006

HELMS, M. M. et al. Technologies in support of mass customization strategy: Exploring the linkages between e-commerce and knowledge management. Computers in Industry, v. 59, p. 351-363, 2008. http://dx.doi.org/10.1016/j.compind.2007.09.003

HOEK, R. I. V. The rediscovery of postponement a literature review and directions for research. Journal of Operations Management, v. 19, p. 161-184, 2001. http://dx.doi.org/10.1016/S0272-6963(00)00057-7

HUANG, G. Q.; ZHANG, X. Y.; LO, V. H. Y. Integrated configuration of platform products and supply chains for mass customization: a game-theoretic approach. IEEE Transactions on engineering management, v. 54, n. 1, p. 156-171, 2007. http://dx.doi.org/10.1109/TEM.2006.889074

HUANG, G. Q.; ZHANG, X. Y.; LIANG, L. Towards integrated optimal configuration of platform products, manufacturing processes, and supply chains. Journal of Operations Management, v. 23, p. 267-290, 2005. http://dx.doi.org/10.1016/j.jom.2004.10.014

ISMAIL, H. et al. How Small and Medium Enterprises Effectively Participate in the Mass Customization Game. IEEE Transactions on engineering management, v. 54, n. 1, p. 88-97, 2007. http://dx.doi.org/10.1109/TEM.2006.889069

JIAO, J.; MA, Q.; TSENG, M. M. Towards high value-added products and services: mass customization and beyond. Technovation, v. 23, p. 809-821, 2003. http://dx.doi.org/10.1016/S0166-4972(02)00023-8

JIAO, J.; SIMPSON, T. W.; SIDDIQUE, Z. Product family design and platform-based product development: a state-of-the-art review. Journal of Intelligent Manufacturing, v. 18, p. 5-29, 2007. http://dx.doi.org/10.1007/s10845-007-0003-2

JIAO, J.; TSENG, M. M. A methodology of developing product family architecture for mass customization. Journal of Intelligent Manufacturing, v. 10, p. 3-20, 1999. http://dx.doi.org/10.1023/A:1008926428533

JIAO, J.; TSENG, M. M. Customizability analysis in design for mass customization. Computer Aided Design, v. 36, p. 745-757, 2004. http://dx.doi.org/10.1016/j.cad.2003.09.012

JIN, L.; HE, Y.; SONG, H. Service customization: To upgrade or to downgrade? An investigation of how option framing affects tourists' choice of package-tour services. Tourism Management, p. 1-10, 2011.

JITPAIBOON, T.; DANGOL, R.; WALTERS, J. The study of cooperative relationships and mass customization. Management Research News, v. 32, n. 9, p. 804-815, 2009. http://dx.doi.org/10.1108/01409170910980326

JOSE, A.; TOLLENAERE, M. Modular and platform methods for product family design: literature analysis. Journal of Intelligent Manufacturing, v. 16, p. 371-390, 2005. http://dx.doi.org/10.1007/s10845-005-7030-7

KARLSSON, A. Assembly-initiated production - a strategy for mass-customization utilizing modular, hybrid automatic production systems. Assembly Automation, v. 22, n. 3, p. 239-247, 2002. http://dx.doi.org/10.1108/01445150210436455

KINCADE, D. H.; REGAN, C.; GIBSON, F. Y. Concurrent engineering for product development in mass customization for the apparel industry. International Journal of Operations & Production Management, v. 27, n. 6, p. 627-649, 2007. http://dx.doi.org/10.1108/01443570710750295

KOTHA, S. Mass Customization: Implementing the Emerging Paradigm for Competitive Advantage. Strategic Management Journal, v. 16, p. 21-42, 1995. http://dx.doi.org/10.1002/smj.4250160916

KOTLER, P.; KELLER, K. L. Administração de Marketing. São Paulo: Pearson, 2006.

KUMAR, A. From mass customization to mass personalization: a strategic transformation. International Journal of Flexibility and Manufacturing System, v. 19, p. 533-547, 2008. http://dx.doi.org/10.1007/s10696-008-9048-6

KUMAR, A.; GATOUFI, S.; REISMAN, A. Mass customization research: trends, directions, diffusion intensity, and taxonomic frameworks. International Journal of Flexibility and Manufacturing System, v. 19, p. 637-665, 2008. http://dx.doi.org/10.1007/s10696-008-9051-y

LEE, N. K. S.; DAI, J. B. Designing and Planning of Material Handling Systems for Mass Customization. In: FOGLIATTO, F. S.; DA SILVEIRA, G. Mass Customization: Engineering and Managing Global Operations. Springer Velag, 2010.

LEVITT, T. A imaginação de Marketing. São Paulo: Atlas, 1991.

LI, Y.; XUE, D.; GU, P. Design for Product Adaptability. Concurrent Engineering, v. 16, n. 3, p. 221-232, Sept. 2008. http://dx.doi.org/10.1177/1063293X08096178

LINDQUIST, A.; BERGLUND, F.; JOHANNESSON, H. Supplier Integration and Communication Strategies in Collaborative Platform Development. Concurrent Engineering, v. 16, n. 1, p. 23-35, 2008. http://dx.doi.org/10.1177/1063293X07084639

LIOU, J. J. H.; YEN, L.; TZENG, G. H. Using decision rules to achieve mass customization of airline services. European Journal of Operations Research, v. 205, p. 680-686, 2010. http://dx.doi.org/10.1016/j.ejor.2009.11.019

MA, Y.; JIAO, J.; DENG, Y. Web Service-oriented Electronic Catalogs for Product Customization. Concurrent Engineering, v. 16, n. 4, p. 263-270, 2008. http://dx.doi.org/10.1177/1063293X08100026

MARION, T. J. et al. Design for mass customization in the early stages of product development. International Design Engineering Technical Conferences & Computers and Information in Engineering Conference, p. 10-13, 2006.

McCARTHY, I. P.; PITT, L.; BERTHON, P. Service Customization Through Dramaturgy. In: FOGLIATTO, F. S.; DA SILVEIRA, G. Mass Customization: Engineering and Managing Global Operations. Springer Velag, 2010.

MUFFATTO, M. Introducing a platform strategy in product development. International Journal of Production Economics, v. 60-61, p. 145-153, 1999. http://dx.doi.org/10.1016/S0925-5273(98)00173-X

MUN, D. et al. Engineered-to-order Approach for Providing Flexibility in e-Commerce of Mold Parts. Concurrent Engineering, v. 15, n. 4, p. 345-355, 2007. http://dx.doi.org/10.1177/1063293X07084634

NI, Q. F.; LU, W. F.; YARLAGADDA, P. K. D. V. An Extensible Product Structure Model for Product Lifecycle Management in the Make-to-Order Environment. Concurrent Engineering, v. 16, n. 4, p. 243-251, 2008. http://dx.doi.org/10.1177/1063293X08100023

NIELSEN, K. J.; COX, J. J. Implementation of Biomechanical Mating Conditions in CAD. Computer Aided Design and Applications, v. 5, n. 1-4, p. 338-353, 2008.

ORDANINI, A. et al. Crowd-funding: transforming customers into investors through innovative service platforms. Journal of service management, v. 22, n. 4, p. 443-470, 2011.

O'SHAUGHNESSY, J.; O'SHAUGHNESSY, N. J. The service-dominant perspective: a backward step?. European Journal of Marketing, v. 43, n. 5-6, p. 784-793, 2009. http://dx.doi.org/10.1108/03090560910947043

PAN, B.; HOLLAND, R. A mass customised supply chain for the fashion system at the design-production interface. Journal of Fashion Marketing and Management, v. 10, n. 3, p. 345-359, 2006. http://dx.doi.org/10.1108/13612020610679312

PETERS, L.; SAIDIN, H. IT and the mass customization of services: the challenge of implementation. International Journal of Information Management, v. 20, p. 103-119, 2000. http://dx.doi.org/10.1016/S0268-4012(99)00059-6

PILLER, F. T.; MOESLEIN, K.; STOTKO, C. M. Does mass customization pay? An economic approach to evaluate customer integration. Production Planning and Control, v. 15, n. 4, p. 435-444, 2004. http://dx.doi.org/10.1080/0953728042000238773

PILLER, F. T. Mass Customization: Reflections on the State of the Concept. International Journal of Flexible Manufacturing Systems, v. 16, p. 313-334, 2004. http://dx.doi.org/10.1007/s10696-005-5170-x

PILLER, F. T. Observations on the present and future of mass customization. International Journal of Flexibility and Manufacturing System, v. 19, p. 630-636, 2008. http://dx.doi.org/10.1007/s10696-008-9042-z

SALVADOR, F.; MARTIN, P.; PILLER, F. Decodificando a customização em massa. HSM Management, v. 6, n. 77, p. 140-148, 2009.

SALVADOR, F.; FORZA, C.; RUNGTUSANATHAM, M. Modularity, product variety, production volume, and component sourcing: theorizing beyond generic prescriptions. Journal of Operations Management, v. 20, p. 549-575, 2002. http://dx.doi.org/10.1016/S0272-6963(02)00027-X

SHAMSUZZOHA, A.; KYLLÖNEN, S.; HELO, P. Collaborative customized product development framework. Industrial Management and Data System, v. 109, n. 5, p. 718-735, 2009. http://dx.doi.org/10.1108/02635570910957678

SIDDIQUE, Z.; BODDU, K. R. A mass customization information framework for integration of customer in the configuration/design of a customized product. Artificial Intelligence for Engineering Design, Analysis and Manufacturing, v. 18, p. 71-85, 2004. http://dx.doi.org/10.1017/S0890060404040065

SIGALA, M. Mass customization implementation models and customer value in mobile phones services: Preliminary findings from Greece. Managing Service Quality, v. 16, n. 4, p. 395-420, 2006. http://dx.doi.org/10.1108/09604520610675720

SIMPSON, T. W. et al. Platform-Based Design And Development: Current Trends And Needs In Industry. International Design Engineering Technical Conferences & Computers and Information in Engineering Conference, 2006.

SIMPSON, T. W.; MAIER, J. R. A.; MISTREE, F. Product Platform design: method and application. Research Engineering Design, v. 13, p. 2-22, 2001. http://dx.doi.org/10.1007/s001630100002

SIMPSON, T. W. Product platform design and customization: Status and promise. Artificial Intelligence for Engineering Design, Analysis and Manufacturing, v. 18, p. 3-20, 2004. http://dx.doi.org/10.1017/S0890060404040028

SPRING, M.; ARAUJO, L. Service, services and products: rethinking operations strategy. International Journal of Operations & Production Management, v. 29, n. 5, p. 444-467, 2009. http://dx.doi.org/10.1108/01443570910953586

STARR, M. K. Modular production - a 45-year-old concept. International Journal of Operations & Production Management, v. 30, n. 1, p. 7-19, 2010. http://dx.doi.org/10.1108/01443571011012352

TANG, A. et al. A comparative study of architecture knowledge management tools. The Journal of Systems and Software, v. 83, p. 352-370, 2010. http://dx.doi.org/10.1016/j.jss.2009.08.032

THEVENOT, H. J.; SIMPSON, T. W. Commonality indices for product family design: a detailed comparison. Journal of Engineering Design, v. 17, n. 2, p. 99-119, 2006. http://dx.doi.org/10.1080/09544820500275693

TSENG, M. M.; JIAO, J. Design for Mass Customization. Annals of the ClRP, v. 45, n. 1, p. 153-156, 1996. http://dx.doi.org/10.1016/S0007-8506(07)63036-4

TSENG, M. M.; RADKE, A. M. Production Planning and Control for Mass Customization. In: FOGLIATTO, F. S.; DA SILVEIRA, G. Mass Customization: Engineering and Managing Global Operations. Springer Velag, 2010.

WANG, H.; LIN, Z. Defects tracking matrix for mass customization production based on house of quality. International Journal of Flexibility and Manufacturing System, v. 19, p. 666-684, 2008. http://dx.doi.org/10.1007/s10696-007-9025-5

WILLIAMS, C. B. et al. Designing Platforms for Customizable Products and Processes in Markets of Non-Uniform Demand. Concurrent Engineering, v. 15, n. 2, p. 201-216, 2007. http://dx.doi.org/10.1177/1063293X07079328

WITELL, L. et al. Idea generation: customer co-creation versus traditional market research techniques. Journal of Service Management, v. 22, n. 2, p. 140-159, 2011. http://dx.doi.org/10.1108/09564231111124190

YANG, B.; BURNS, N. D.; BACKHOUSE, C. J. Postponement: a review and an integrated framework. International Journal of Operations & Production Management, v. 24, n. 5, p. 468-487, 2004. http://dx.doi.org/10.1108/01443570410532542

ZAHAJ, D.; GRIFFIN, A. Are customer information systems worth it? Results from B2B services. Marketing Science Institute, 2002. Working Paper.

ZEITHAML, V. A. How consumer evaluation process differ betwenn goods and services. In: DONNELLY, J.; GEORGE, W. R. Marketing of Services. Chicago: American Marketing Association, 1981. p. 186-190.

ZHA, X. F.; SRIRAM, R. D.; LU, W. F. Evaluation and selection in product design for mass customization: A knowledge decision support approach. Artificial Intelligence for Engineering Design, Analysis and Manufacturing, v. 18, p. 87-109, 2004. http://dx.doi.org/10.1017/S0890060404040077

ZHANG, X.; CHEN, R. Forecast-driven or customer-order-driven? An empirical analysis of the Chinese automotive industry. International Journal of Operations & Production Management, v. 26, n. 6, p. 668-688, 2006. http://dx.doi.org/10.1108/01443570610666993

ZHANG, W. Y.; TOR, S, Y.; BRITTON, G. A. Managing modularity in product family design with functional modeling. International Journal of Advanced Manufacturing Technology, v. 30, p. 579-588, 2005. http://dx.doi.org/10.1007/s00170-005-0112-z

5883a4427f8c9da00c8b485f production Articles
Links & Downloads

Production

Share this page
Page Sections