ارائه رویکردی ترکیبی از QFD فازی و برنامه ریزی ریاضی (مطالعه موردی:بیمه عمر)

نوع مقاله: مقاله پژوهشی

نویسندگان

مهندسی صنایع، فنی و مهندسی، دانشگاه سمنان، سمنان، ایران

چکیده

در فضای کسب و کار به شدت رقابتی شده امروز،‌ رویکرد اصلی کلیه فعالیت‌های کسب و کارها، تامین بهینه نیازهای مشتریان و کسب رضایت و اعتماد آن‌ها می‌باشد. خدمات بیمه عمر یکی از حوزه‌های صنعت بیمه است که رابطه‌ای بسیار نزدیک و کاملاً پویا با مشتریان دارد. در این راستا، استفاده از تکنیک‌هایی مانند گسترش عملکردی کیفیت (QFD) می‌تواند گامی مهم به سمت دستیابی به سطح مناسبی از کیفیت خدمات و رضایت مشتریان باشد. QFD روشی نظام‌مند برای برقراری ارتباط کافی بین نیازهای مشتری و ویژگی های خدمت یا محصول نهایی می‌باشد. در این مقاله، ابتدا 30 مورد از خواسته‌های مشتریان از خدمات بیمه عمر در سه استان تهران، یزد و سمنان شناسایی، و درجه اهمیت آنها بواسطه توزیع پرسشنامه بین 270 مشتری تعیین می‌شود. سپس با تشکیل خانه کیفیت، فعالیت‌ها و اقدامات اصلاحی لازم به منظور تأمین خواسته‌ها نیز شناسایی و وزن‌دهی می‌شوند. در نهایت، یک مدل ریاضی به منظور ملاحظه محدودیت بودجه در فرآیند تصمیم‌گیری ارائه می‌گردد. علاوه‌براین، از تئوری اعداد فازی مثلثی در سراسر روش تحقیق بهره گرفته می‌شود. نتایج بدست آمده می‌توانند اطلاعاتی کاربردی و مفید را در اختیار تصمیم‌گیران بخش خدمات بیمه عمر در کشور قرار دهند. 

کلیدواژه‌ها


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