Prioritizing Business Quality Improvement of Fresh Agri-Food SMEs through Open Innovation to Survive the Pandemic: A QFD-Based Model

Abstract

It is important that SMEs are able to prioritize business quality by identifying business requirements based on customer requirements. This strategy is able to help SMEs generate innovation in the form of improved business quality activities to meet customer requirements. This approach uses the “quality function deployment (QFD)” method to identify the priority business requirements and improvement actions to generate business quality. As a result, we managed to identify five priority variable business requirements (BReqs) based on seven variable customer requirements (CReqs) with the lowest satisfaction score. We proposed some improvement actions in perspective quality based on five priority business requirements. Moreover, the final quality matrix of business quality improvement priority generally makes it easier for users to read and find out which variables need to be improved. This research also presents a solution so that users can perform business actions effectively and efficiently in allocating their resources.

From resilience to satisfaction: Defining supply chain solutions for agri-food SMEs through quality approach

“…In accordance with the objectives of this study, QFD is an appropriate method to be used in this study because it has the advantage of translating customer needs into attributes ("how") as a form of follow-up by each functional area in meeting customer needs [ 8 ]. Originally, the QFD method was used for product development based on customer needs in a company [ 9 , 11 , 21 ], but with the development of research related to QFD, researchers have proved that QFD can be applied in a broader context, such as integration between companies in the supply chain or industry [ 10 , 15 , 20 , 45 ].…”

“…Therefore, SMEs need to properly identify and determine the importance of CNs, while AFSCRs are represented as factors that directly affect CNs attributes related to disruptions in achieving customer satisfaction. The initial HoQ matrix was created based on the adaptation of the QFD model by Wicaksono et al [ 20 ] with the main steps described in detail in Section 4.1.…”

“…This is because the agri-food industry has different product attributes than other industries where fresh, perishable products dominate. The product value decreases when the freshness of the product decreases due to the spoilage process [ 20 ].…”

“…Sayadi et al [ 25 ] apply the QFD method to translate customer needs related to olive oil quality attributes into the practice of developing specific olive varieties that contribute most to meeting customer needs. Wicaksono et al [ 20 ] developed a QFD model for determine priority steps to improve business quality in small and medium-sized agri-food retail companies considering the principles of open innovation. There are also some applications of the QFD approach for analyzing perceived quality in the agri-food supply chain, such as by Djekic et al [ 24 ], who analyzed perceived quality in the supply chain of chicken products, and Djekic et al [ 44 ] used a similar approach to study the transformation of quality perceptions of individual stakeholders in the apple supply chain.…”

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“…an appropriate method to be used in this study because it has the advantage of translating customer needs into attributes ("how") as a form of follow-up by each functional area in meeting customer needs [8]. Originally, the QFD method was used for product development based on customer needs in a company [9,11,21], but with the development of research related to QFD, researchers have proved that QFD can be applied in a broader context, such as integration between companies in the supply chain or industry [10,15,20,45].…”