第2章 供应商质量控制与顾客关系管理（the second chapter is about supplier quality control and customer relationship management）

第2章供应商质量控制与顾客关系管理（THESECONDCHAPTERISABOUTSUPPLIERQUALITYCONTROLANDCUSTOMERRELATIONSHIPMANAGEMENT）THESECONDCHAPTERISABOUTSUPPLIERQUALITYCONTROLANDCUSTOMERRELATIONSHIPMANAGEMENTINTERMEDIATESECTION1SUPPLIERSELECTIONANDQUALITYCONTROLINGENERAL,APRODUCTCANNOTBEPROCESSEDBYANENTERPRISEFROMTHEINITIALRAWMATERIALUNTILITISFORMED,ANDTHEPRODUCTISOFTENCOMPLETEDTHROUGHTHEDIVISIONOFLABORAMONGSEVERALENTERPRISESFIRST,THESUPPLIERSPRODUCTQUALITYONTHEIMPACTOFENTERPRISESINTHEAUTOMOTIVEINDUSTRY,FOREXAMPLE,INTHELAST20YEARS,THEWORLDSAUTOMOBILEGIANTSHAVEBASICALLYSTRIPPEDMOSTOFTHEIRMINORCOMPONENTS,ASSHOWNINTHETABLELISTOFPERCENTAGECHANGESINPARTSPRODUCEDBYAUTOMOBILECOMPANIESTHUS,PROVIDEDBYTHESUPPLIERSOFPARTSQUALITYTOALARGEEXTENTDIRECTLYDETERMINESTHEENTERPRISEPRODUCTQUALITYANDCOST,AFFECTSTHECUSTOMERSATISFACTIONTOTHEENTERPRISE,SUPPLIERSTOPROVIDEPRODUCTSANDSERVICESPLAYAVERYIMPORTANTROLEFORTHEDEVELOPMENTOFENTERPRISESTWO,THETYPICALFORMOFTHERELATIONSHIPBETWEENENTERPRISESANDSUPPLIERSTHEREARETWOTYPICALRELATIONALMODELSINTHERELATIONSHIPBETWEENTHEFIRMANDTHESUPPLIERTHETRADITIONALCOMPETITIVERELATIONSHIPANDTHEPARTNERSHIPTHECOMPETITIVERELATIONMODELISMAINLYPRICEDRIVENTHEPARTNERSHIPMODELISAMUTUALLYBENEFICIALANDWINWINRELATIONSHIPBYESTABLISHINGMUTUALLYBENEFICIALRELATIONSHIPSWITHSUPPLIERS,ENTERPRISESCANBRINGMANYBENEFITSTOCOMPANIES,SUPPLIERS,ANDBOTHPARTIES,ASSHOWNINTHETABLEBENEFITSOFWINWINRELATIONSHIPTOENTERPRISES,SUPPLIERSANDBOTHSIDESTHREE,SUPPLIERSELECTIONIDETERMINATIONOFSUPPLIERSTRATEGY1,THECHOICEOFENTERPRISEPRODUCTIONANDOUTSOURCING2IMPORTANCECLASSIFICATIONOFSUPPLIERS3RELATIONSHIPSELECTIONWITHSUPPLIERSTWOBASICSURVEYOFSUPPLIERS1IFTHERESPONDENTSAREOLDSUPPLIERSOFENTERPRISES,ANDNOWTOEXPANDTHESUPPLYOFNEWVARIETIES,YOUCANCHECKTHESUPPLIERSASSESSMENTOFTHESUPPLIERINFORMATIONANDRECORDOFPASTSUPPLYPERFORMANCE2IFTHESURVEYISANEWSUPPLIERREADYTOCOOPERATE,THEENTERPRISEDOESNOTCARRYOUTADIRECTINVESTIGATIONOFTHESUPPLIERWITHOUTDETAILEDINFORMATIONABOUTTHESUPPLIERTHREESUPPLIERAUDIT1,THEOBJECTANDCONTENTOFTHEAUDITTHROUGHTHESUPPLIERAUDIT,THEENTERPRISECANUNDERSTANDWHATARETHEADVANTAGESANDDISADVANTAGESOFTHESUPPLIER,ANDTHEAUDITRESULTSASTHEBASISFORSUPPLIERSELECTIONATTHETIMEOFTHEAUDIT,THEENTERPRISEMAYAPPOINTEXPERIENCEDAUDITORSORAUTHORIZEQUALIFIEDTHIRDPARTYAUDITINSTITUTIONSTOCONDUCTONSITEAUDITSANDINVESTIGATIONSATTHESUPPLIERSDEPARTMENTTHEAUDITPROCESSSHOULDALSOBEAUDITEDPARTYSFINANCIALSTATUS,CUSTOMERSATISFACTION,PROCESSCAPABILITY,QUALITYOFSTAFF,SERVICELEVELSANDSOON2TIMINGOFSUPPLIERAUDITSTHETIMINGOFTHEAUDITOFSELECTEDSUPPLIERSISGENERALLYREVIEWEDBEFOREBATCHDELIVERY,ANDTHEQUALIFIEDSUPPLIERSAREFORMALLYINCLUDEDINTHELISTOFQUALIFIEDSUPPLIERS3CLASSIFICATIONOFSUPPLIERAUDITSANDTHEIRRELATIONSHIPS1PRODUCTAUDIT2PROCESSAUDIT3QUALITYMANAGEMENTSYSTEMAUDITINGENERAL,THESUPPLIERAUDITORDERSHOULDBEFIRST,ONLYQUALIFIEDINPRODUCTAUDIT,PRODUCTAUDITONTHEBASISTOCONTINUEOTHERAUDIT,ANDWHENTHEPRODUCTDOESNOTMEETTHEREQUIREMENTS,THEREISNONEEDFORQUALITYMANAGEMENTSYSTEMAUDITANDPROCESSAUDITANDINTHEPROCESSAUDIT,THEQUALITYMANAGEMENTSYSTEMAUDITFOUREVALUATIONANDSELECTIONOFSUPPLIERS1EVALUATEANDSELECTTHEBASICPRINCIPLESOFSUPPLIERS1GIVEFULLCONSIDERATIONTOANDFOCUSONKEYPRINCIPLES2SCIENTIFICPRINCIPLES3OPERABILITYPRINCIPLE2VENDORSELECTIONPROCESS1SETTINGUPAWORKINGGROUPONSUPPLIERSELECTION2SELECTAWORKINGGROUPTOIDENTIFYSUPPLIERLISTS3INSPECTTHERAWMATERIALORPARTSSUPPLIEDBYTHECANDIDATESUPPLIER4SENTTOTHESUPPLIERSITEBYTHESELECTEDTEAM5AWORKINGGROUPWASSELECTEDTOANALYSETHERESULTSOFTHEEVALUATIONSUPPLIERSELECTION,REVIEWANDAPPROVALPROCESSFORACOMPANY3SUPPLIERSELECTIONMETHODS1INTUITIVEJUDGMENTVISUALJUDGMENTISAMETHODOFANALYZINGANDEVALUATINGSUPPLIERSACCORDINGTOTHEDATAOBTAINEDFROMCONSULTATIONANDINVESTIGATIONANDCOMBINEDWITHTHEANALYSISANDJUDGMENTOFPEOPLE2BIDDINGLAWWHENPURCHASINGQUANTITYISBIGANDSUPPLIERCOMPETITIONISFIERCE,THETENDERMETHODISUSEDTOSELECTTHEAPPROPRIATESUPPLIERS3NEGOTIATEDCHOICEWHENTHEREAREMORESUPPLIERSANDENTERPRISESAREDIFFICULTTOCHOOSE,THEYCANALSOADOPTTHEMETHODOFNEGOTIATIONANDSELECTION,THATIS,ENTERPRISESSHOULDFIRSTSELECTAFEWBETTERSUPPLIERSANDCONSULTWITHTHEMSEPARATELY,ANDTHENDETERMINETHEAPPROPRIATESUPPLIERS4COMPARISONMETHODOFPURCHASINGCOSTSUPPLIERSWHOMEETBOTHQUALITYANDDELIVERYREQUIREMENTSWILLNEEDTOCALCULATEANDCOMPARETHEPURCHASECOSTS5ANALYTICHIERARCHYPROCESSAHPAHPIS1970SBYTHEFAMOUSGAMEAGAINSTOPERATIONALRESEARCHEXPERTSTLSATTYPROPOSEDBYWEBBLATERWEBERWILLBEUSEDFORSUPPLIERSELECTION6OPTIMIZATIONMETHODBASEDONQUALITYANDPRICEMANYENTERPRISESINOURCOUNTRYREQUIRESUPPLIERSTOQUOTETHEPRICETOTHEFACTORY,THESUPPLIERISRESPONSIBLEFORDELIVERY,ANDTHEREFORESOMEENTERPRISESINTHEQUALITYCANMEETTHEREQUIREMENTS,THEUSEOFPARITYPURCHASINGWAYTOSELECTSUPPLIERSFIVEDETERMININGTHEQUANTITYOFSUPPLIERSDOESTHEANALYSISMEETTHEFOLLOWINGCONDITIONS1ATPRESENT,ONLYONESUPPLIERCANSUPPLYTHISKINDOFSPAREPARTSACCORDINGTOTHEREQUIREMENTSOFTHEENTERPRISE,ANDTHEENTERPRISEHASNOCHOICE2THEQUALITYANDVALUEOFTHEPRODUCTSPROVIDEDBYASUPPLIERHASABSOLUTEADVANTAGES,ANDOTHERSUPPLIERSCANNOTCOMPETEWITHTHEM3THEORDERISTOOSMALLTOBESUBDIVIDED4ADDITIONALPRICEDISCOUNTSCANBEOBTAINEDBYWORKINGWITHASINGLESUPPLIER5NEEDTOPARTNERWITHSUPPLIERSANDREINTEGRATETHEBUSINESSPROCESSESOFBOTHPARTIES6SUPPLIERSAREVERYACTIVEINBECOMINGASINGLESUPPLYSOURCEANDAREWILLINGTOCOOPERATEFULLYWITHTHEENTERPRISE7THEPURCHASEOFPARTSANDCOMPONENTSREQUIRESHIGHINITIALINPUT,SUCHASMOLDOPENINGFEES,ETC8ENTERPRISESANDSUPPLIERSHAVEENTEREDINTOLONGTERMCOOPERATION,ANDBOTHSIDESATTACHGREATIMPORTANCETOEACHOTHERANDAREVERYSATISFIEDWITHTHEIRPREVIOUSCOOPERATION9ENTERPRISESWILLADOPTADVANCEDMANUFACTURINGMETHODS,SUCHASJITPRODUCTION,AUTOMATICREPLENISHMENTOFINVENTORY,ANDINFORMATIONEXCHANGEMETHODSWITHSUPPLIERS,SUCHASEDI,WILLCONSIDERTHEFEASIBILITYOFASINGLESUPPLYSOURCEGENERALLYSPEAKING,FORTHESAMEKINDOFOUTSOURCINGPRODUCTS,THEENTERPRISECANMAINTAIN23SUPPLIERSTOENSURETHESTABILITYANDRELIABILITYOFTHESUPPLYFOUR、SUPPLIERQUALITYCONTROL1QUALITYCONTROLOFSUPPLIERSDURINGPRODUCTDESIGNANDDEVELOPMENTPHASE1QUALITYCONTROLOFSUPPLIERDURINGDESIGNANDDEVELOPMENTPHASEMUTUALBENEFITANDWINWINCOOPERATION,THEREAREGENERALLYTWOPRACTICES1INVITESUPPLIERSTOPARTICIPATEINTHEEARLYDESIGNANDDEVELOPMENTOFPRODUCTS2TRAINTHESUPPLIERS,DESIGNANDDEVELOPTHETARGETQUALITYOFTHEPRODUCTS,ANDDISCUSSTHEQUALITYCONTROLPROCESSTOACHIEVETHECONSISTENTSTANDARDOFCONTROLANDINSPECTION2QUALITYCONTROLOFSUPPLIERDURINGTRIALPRODUCTION1SHARINGTECHNOLOGYANDRESOURCESWITHSUPPLIERS2QUALITYINSPECTIONOFPROTOTYPESUPPLIEDBYSUPPLIER3PRELIMINARYEVALUATIONOFSUPPLIERQUALITYASSURANCECAPABILITY4SOLVETHEPRODUCTQUALITYPROBLEMTWOQUALITYCONTROLOFSUPPLIERSDURINGMASSPRODUCTIONSTAGE1MONITORTHEQUALITYASSURANCECAPABILITYOFSUPPLIERSTHEPURPOSEOFMONITORINGTHEREARETWO,ONEISTOPREVENTTHESUPPLIERSQUALITYASSURANCEABILITYDECLINE,TOENSURETHEQUALITYOFTHEFINALPRODUCTORSERVICE,TOACHIEVECUSTOMERSATISFACTIONTWOISWITHSUPPLIERSCOMMONDEVELOPMENTOPPORTUNITIESFORIMPROVEMENT,SEEKBREAKTHROUGHPOINT,ATAHIGHERLEVELOFVALUECREATION2QUALITYINSPECTIONMANAGEMENTMANAGEMENTOFINCOMINGINSPECTIONINSPECTION,EVALUATIONANDCONTROLOFSUPPLIERSTHESECONDSECTION,SUPPLIERCONTRACTANDSUPPLIERDYNAMICMANAGEMENTITHECONTRACTUALCONTENTSOFTHESUPPLIERTHECONTRACTSBETWEENSUPPLIERSANDENTERPRISESGENERALLYINCLUDEENTERPRISEREQUIREMENTSANDTECHNICALREQUIREMENTS,BASICSUPPLYCONTRACTS,QUALITYASSURANCEAGREEMENTSANDTECHNICALAGREEMENTSANDOTHERTYPESCONTRACTCONTROLISONEOFTHEMOSTEFFECTIVEMETHODSTOCONTROLSUPPLIERSTHECONTRACTSBETWEENENTERPRISESANDSUPPLIERSAREMAINLYDIVIDEDINTOTHEFOLLOWINGCATEGORIES1PRODUCTTECHNICALINFORMATION2QUALITYAGREEMENT3BASICSUPPLYAGREEMENT4TECHNICALAGREEMENTTWO,THEVALIDITYREQUIREMENTSOFTHECONTRACT1THEUNITYOFCONTRACTCONTENTANDSTANDARDS,REGULATIONSANDENTERPRISESYSTEMTWOTHEOPERABILITYOFTHECONTRACTTHREETHEINCENTIVEOFCONTRACTTHECONTRACTSHOULDDEFINETHERIGHTSANDRESPONSIBILITIESOFBOTHTHESUPPLYANDDEMANDSIDES,ANDALSOSTIPULATETHENECESSARYREWARDSANDPENALTIESCLAUSESONTHEONEHAND,ITWILLRESTRICTTHESUPPLIERSQUALITYBEHAVIOR,ANDONTHEOTHERHAND,ENCOURAGETHESUPPLIERTOCONTINUOUSLYIMPROVETHEQUALITYOFTHEPRODUCTSTHEREARETWOTYPESOFREWARDSANDPUNISHMENTSFORSUPPLIERSONEISTHEREWARDANDPUNISHMENTCAUSEDBYTHEDIVISIONOFTHEQUALITYRESPONSIBILITYTHESECONDONEISTHEREWARDANDPUNISHMENTARISINGFROMTHEPERFORMANCEAPPRAISALTHREE,SUPPLIERPERFORMANCEEVALUATION1SUPPLIERSELECTIONEVALUATIONANDSUPPLIERPERFORMANCEEVALUATIONTHEDIFFERENCEBETWEENTHEPERFORMANCEEVALUATIONOFSUPPLIERSELECTIONEVALUATIONANDSUPPLIERINSUPPLIERSELECTIONANDEVALUATIONISTOCHOOSEASUITABLEPARTNER,ENTERPRISEOFFIRSTHANDMATERIALSHAVELESSSUPPLIEREVALUATION,LACKOFEVALUATIONOFPRODUCTDELIVERYRECORD,SOTHEFOCUSOFTHEEVALUATIONOFSUPPLIERQUALITYLEVELSCALE,QUALITYMANAGEMENTSYSTEM,ADVANCEDEQUIPMENT,SUPPLIERCUSTOMERFEEDBACK,THESOURCEOFRAWMATERIALS,SAMPLES,THROUGHTHEEVALUATIONOFTHESEFACTORSTOINFERTHEFUTUREABILITYTOMEETTHEBUSINESSNEEDSOFTHESUPPLIERTHEPURPOSEOFSUPPLIERPERFORMANCEEVALUATIONISTOEVALUATETHERESULTSOFSUPPLIERSTOMEETTHEREQUIREMENTSOFENTERPRISES,ANDPROMPTLYIDENTIFYOUTSTANDINGSUPPLIERS,SPURQUALIFIEDSUPPLIERSANDELIMINATEUNQUALIFIEDSUPPLIERSTWOMAININDICATORSOFSUPPLIERPERFORMANCEEVALUATIONTHEEVALUATIONINDICATORSFORTHESUPPLYOFBUSINESSPERFORMANCEINCLUDETHEQUALITYOFTHEPRODUCTSPROVIDEDBYTHESUPPLIER,THEQUALITYOFSERVICE,THEORDEROFTHEENTERPRISEANDTHETIMELYDELIVERYOFTHEPRODUCT1SUPPLIERPRODUCTSANDSERVICES1PRODUCTQUALITYINDEXPRODUCTQUALITYLEVELINSPECTIONQUALITYPUTINTOUSEQUALITYPRODUCTLIFE2SERVICEQUALITYPRESERVICESELLINGSERVICESAFTERSALESERVICE2ORDERSATISFACTIONRATEANDTIMELYDELIVERYRATETHREEEVALUATIONMETHODSFORTHESUPPLYOFBUSINESSPERFORMANCE1UNQUALIFIEDGRADINGMETHODACCORDINGTOTHEINFLUENCEOFTHESUPPLIERONTHEFINISHEDPRODUCT,THEUNQUALIFIEDGRADINGISCARRIEDOUTREGULARLYACOMPANYSTIPULATEDFATALSUBSTANDARDSCOREOF5POINTS,SERIOUSUNQUALIFIEDSCOREOF3POINTS,SLIGHTUNQUALIFIEDSCOREOF1POINTSPERIODICALLYCOUNTUPTHEUNQUALIFIEDSCORESOFSUPPLIERS,ANDEVALUATETHESUPPLIERSACCORDINGLY,ANDNOTIFYTHESUPPLIERSINTIME2COMPREHENSIVESCORINGMETHODACOMPANYWITH100OUTOFTHEEVALUATIONSYSTEM,THESUBOUTRESPECTIVELYISDEFINEDASTHEPRODUCTQUALITYLEVELOF15,THEAVERAGEANNUALINVESTMENTQUALIFICATIONRATEOF15,THEANNUALRATEOF15BATCHESOFQUALIFIEDSERVICEPOINTS,15POINTS,15POINTSINORDERTOMEETTHERATE,TIMELYDELIVERYRATEOF15,CUSTOMERFEEDBACKQUALITY10AFTERSUFFICIENTCOLLECTIONOFDATAANDINVESTIGATIONANDANALYSIS,ACOMPREHENSIVEEVALUATIONOFEACHSUPPLIERISGIVEN3FUZZYCOMPREHENSIVEEVALUATIONMETHODFUZZYCOMPREHENSIVEEVALUATIONMETHODISAMETHODOFCOMPREHENSIVEEVALUATIONOFSUPPLYBUSINESSPERFORMANCEUSINGFUZZYSETTHEORYFOUR、DYNAMICMANAGEMENTOFSUPPLIERSIDYNAMICCLASSIFICATIONOFSUPPLIERSACCORDINGTOTHEPERFORMANCEEVALUATIONOFSUPPLIERS,ALLSUPPLIERSCANBEDIVIDEDINTOFOURLEVELSA,B,CANDD1LEVELASUPPLIERALEVELASUPPLIERISANEXCELLENTSUPPLIER2BLEVELSUPPLIERSBLEVELSUPPLIERSAREGOODSUPPLIERS,ANDGOODSUPPLIERSCANMEETTHEREQUIREMENTSOFTHEENTERPRISE3CLEVELSUPPLIERSCLEVELSUPPLIERSAREQUALIFIEDSUPPLIERSANDQUALIFIEDSUPPLIERSTOMEETTHECURRENTOPERATINGREQUIREMENTSSTIPULATEDINTHECONTRACT4DLEVELSUPPLIERSDLEVELSUPPLIERSAREUNQUALIFIEDSUPPLIERS,UNQUALIFIEDSUPPLIERSCANNOTMEETTHEBASICREQUIREMENTSOFTHEENTERPRISEPROCUREMENTTWODYNAMICMANAGEMENTOFSUPPLIERSTHEMANAGEMENTOFALLTYPESOFSUPPLIERSCANBETREATEDDIFFERENTLYACCORDINGTOTHEFIXEDNUMBEROFSUPPLIERSFORAFIXEDNUMBEROF1,ASUPPLIERORDERDISTRIBUTIONIS100,CONTINUETOMAINTAINCLOSECOOPERATIONWITHSUPPLIERSORDERALLOCATIONOFBIS100,BUTTHENEEDTODEVELOPNEWSUPPLIERSOFTHEPARTSIFTHESUPPLIER,CD,THESUPPLIERSHOULDBEREPLACEDASSOONASPOSSIBLEFORSUPPLIERSWITHAFIXEDNUMBEROF2,ORDERALLOCATIONANDMANAGEMENTMEASURESARESHOWNINTABLEEXAMPLEOFMANAGEMENTSTRATEGYWITHFIXEDNUMBEROFSUPPLIERSAT2FORAFIXEDNUMBEROF3,THECOMBINATIONOFTHETHREETYPESOFSUPPLIERSISMORE,ORDERALLOCATIONANDMANAGEMENTSTRATEGIESSEETABLEEXAMPLEOFMANAGEMENTSTRATEGYWITHFIXEDNUMBEROFSUPPLIERSAT3NOMATTERHOWMANYSUPPLIERSAREFIXED,THEDSUPPLIERSSHOULDBEELIMINATEDINTIMETHIRD,CUSTOMERSATISFACTIONCUSTOMERFOCUSISTHEBASICPRINCIPLEOFQUALITYMANAGEMENT,ANDALSOTHECOREOFMODERNMARKETINGMANAGEMENT1CUSTOMERCUSTOMERANDCUSTOMERREQUIREMENTSCUSTOMERISTHEORGANIZATIONORINDIVIDUALTHATACCEPTSTHEPRODUCTITCANBEEITHERANORGANIZATIONORAPARTOFANORGANIZATION1CUSTOMERTYPEINACCORDANCEWITHTHEOWNEROFTHEACCEPTEDPRODUCT,THEREARETWOTYPESOFINTERNALANDEXTERNALCUSTOMERSINTERNALCUSTOMERTHEORGANIZATIONWITHINAORGANIZATIONTHATRECEIVESPRODUCTSORSERVICESINTURNOUTSIDECUSTOMERSORGANIZATIONSANDINDIVIDUALSWHOACCEPTPRODUCTSORSERVICESOUTSIDETHEORGANIZATIONINACCORDANCEWITHTHEORDEROFTHEACCEPTEDPRODUCTS,THEREARETHREETYPESOFPROCESSCUSTOMERS,TARGETCUSTOMERSANDPOTENTIALCUSTOMERSPASTCUSTOMERCUSTOMERWHOHASRECEIVEDANORGANIZEDPRODUCTTARGETCUSTOMERACUSTOMERWHOISRECEIVINGANORGANIZATIONSPRODUCTPOTENTIALCUSTOMERACUSTOMERORCOMPETITORWHOHASNOTYETRECEIVEDANORGANIZATIONSPRODUCT2INTERESTEDPARTIESTHETERM“RELEVANTPARTY“REFERSTOANINDIVIDUALORGROUPHAVINGANINTERESTINTHEPERFORMANCEORACHIEVEMENTSOFANORGANIZATION“REQUIREMENTSAREEXPRESS,OFTENIMPLIED,ORMUSTBEFULFILLEDNEEDSOREXPECTATIONS“CUSTOMERREQUIREMENTSAREASPECIFICREQUIREMENT,CONSISTINGOFEXPRESS,ORIMPLIED,PRACTICESANDGENERALPRACTICESTHATARECONSIDEREDCUSTOMERNEEDSOREXPECTATIONS2CUSTOMERREQUIREMENTSDEMANDREFERSTOTHEDESIRETOACCEPTANDBEWILLINGTOACCEPTAPARTICULARPRODUCTDESIREMEANSTHEDESIRETOMEETSOMETHINGSPECIFIC,ANDWHENITHASTHEABILITYTOACCEPTASPURCHASINGPOWER,THEDESIREISTRANSFORMEDINTODEMANDEXPECTATIONREFERSTOALLTHEEXPECTATIONSEXPECTEDOFACCEPTINGAPARTICULARPRODUCTFACTORSAFFECTINGTHEEXPECTATIONSAREMARKSUCHASCOMPANYNAME,BRANDPRODUCTS,ETCINFORMATIONSUCHASPRODUCTCATALOGS,COMPARISONSOFTWAREDATASUCHASTECHNOLOGYANDINFORMATIONSERVICESRECOMMENDCERTIFICATIONANDCERTIFICATEASAUTHORITYANDADVERTISING,COMMITMENTKNOWLEDGESUCHASTRAINING,COUNSELINGANDPROPAGANDATHESEFACTORSWILLHELPTOINCREASEORREDUCETHECUSTOMERS“FEELING“,THEREBYAFFECTINGTHEIREXPECTEDHOPE,IMMEDIATEATTENTIONCUSTOMERNEEDSOREXPECTATIONSREFLECTCUSTOMERREQUIREMENTS,WHICHDETERMINETHEQUALITYOFCOGNITIONTWO,CUSTOMERSATISFACTION1CUSTOMERSATISFACTIONCUSTOMERSATISFACTIONISTHEDEGREETOWHICHACUSTOMERHASSATISFIEDHISREQUIREMENTSBECAUSECUSTOMERSATISFACTIONISTHECUSTOMERTHROUGHAPRODUCTORSERVICETHEPERCEIVEDPERFORMANCEPERCEIVEDQUALITYANDHISEXPECTATIONSPERCEIVEDQUALITYASTHERESULTOFCOMPARISONFEELING,THEREFORE,THELEVELOFSATISFACTIONISTHEDIFFERENCEBETWEENTHEPERCEIVEDEFFECTANDEXPECTEDVALUEFUNCTIONACUSTOMERCANEXPERIENCEONEOFTHREEDIFFERENTSENSORYSTATESIFTHERESULTISLOWERTHANEXPECTED,EXPECTATIONSARENOTSATISFIED,THECUSTOMERISNOTSATISFIEDIFTHEPERFORMANCEANDEXPECTATIONSMATCHEXPECTATIONSAREMET,THECUSTOMERSATISFACTIONIFTHEPERFORMANCEEXCEEDEDEXPECTATIONS,THECUSTOMERISHIGHLYSATISFIED,UNTILTHELOYALTYSHOWNINFIGURESCHEMATICDIAGRAMOFCUSTOMERSATISFACTIONCUSTOMERSATISFACTIONISTHEDEGREETOWHICHACUSTOMERHASSATISFIEDHISREQUIREMENTS2CUSTOMERSATISFACTIONCHARACTERISTICSCUSTOMERSATISFACTIONHASTHEFOLLOWINGBASICCHARACTERISTICS1SUBJECTIVITYCUSTOMERSATISFACTIONISBASEDONTHEEXPERIENCEOFTHEPRODUCTANDSERVICE,THEOBJECTOFWHICHISOBJECTIVE,ANDTHECONCLUSIONISSUBJECTIVE2HIERARCHYPEOPLEATDIFFERENTLEVELSDEMANDDIFFERENTSTANDARDSOFPRODUCTANDSERVICE,SOTHATPEOPLEFROMDIFFERENTREGIONS,DIFFERENTCLASSESORINDIVIDUALSHAVEDIFFERENTEVALUATIONSOFAPRODUCTORASERVICEUNDERDIFFERENTCONDITIONS3RELATIVITYCUSTOMERSARENOTFAMILIARWITHTHEPRODUCTOFTHETECHNICALINDICATORSANDECONOMICINDICATORSUSUALLYCOST,THEYUSEDTOBUYPRODUCTSANDOTHERSIMILARPRODUCTS,ORCOMPAREDWITHPREVIOUSCONSUMPTIONEXPERIENCE,OBTAINEDSATISFACTORYORUNSATISFACTORYRELATIVITY4STAGEANYPRODUCTHASALIFECYCLE,THESERVICEHASTIME,CUSTOMERSATISFACTIONWITHPRODUCTSANDSERVICESFROMTHEPROCESSOFUSINGEXPERIENCE,ISGRADUALLYFORMEDINTHEPASTMANYTIMESTOBUYANDPROVIDESERVICES,THUSSHOWINGAPHASED3KANOMODELJAPANESEQUALITYEXPERTKANOSHOUYEDIVIDESQUALITYINTOTHREEQUALITIESACCORDINGTOCUSTOMERPERCEPTIONSANDCUSTOMERSATISFACTIONQUALITY,QUALITY,ANDCHARMABEHOOVEQUALITY,WHENTHECHARACTERISTICISNOTSUFFICIENTDONOTMEETCUSTOMERREQUIREMENTS,THECUSTOMERISNOTSATISFIEDWHENTHECHARACTERISTICSOFSUFFICIENTCUSTOMERREQUIREMENTS,THESATISFACTIONOFCUSTOMERSATISFACTIONISNOTSATISFIED,ATBESTBONEYUANLINEARQUALITY,WHENITSCHARACTERISTICSAREINADEQUATE,THECUSTOMERISNOTSATISFIED,WHENSUFFICIENT,THECUSTOMERSATISFACTIONTHEMOREINADEQUATE,THEMOREDISSATISFIED,THEMOREADEQUATE,THEMORESATISFIEDCTHEQUALITYOFTHECHARM,WHENITSCHARACTERISTICSAREINADEQUATE,DOESNOTMATTER,THECUSTOMERDOESNOTMATTER,WHENITSCHARACTERISTICSARESUFFICIENT,THECUSTOMERISVERYSATISFIEDQUALITY,OFCOURSE,ISTHEQUALITYOFTHEBASELINEANDTHEBASICREQUIREMENTOFSATISFACTIONONEYUANQUALITYISACOMMONFORMOFQUALITYCHARISMAISACOMPETITIVEELEMENTOFQUALITY1THEREARENEWFUNCTIONSTHATHAVENEVERBEENSEENBEFORE2ITCANGREATLYIMPROVECUSTOMERSATISFACTION3THEINTRODUCTIONOFANEWMECHANISMTHATHASNOTBEENSEENOREVENCONSIDEREDHASGREATLYIMPROVEDCUSTOMERLOYALTY4AVERYNOVELSTYLETHREE、CUSTOMERREQUIREMENTSIDENTIFICATIONANDVALIDATION1PRODUCTREQUIREMENTSTHECHARACTERISTICSOFPROCESSPRODUCTSINCLUDINGSERVICESANDWHATTHESECHARACTERISTICSAREIMPORTANTTOTHESATISFACTIONOFTHECUSTOMEREXAMPLESOFPRODUCTREQUIREMENTSANDSERVICEREQUIREMENTS,SUCHASPRODUCTREQUIREMENTSSERVICEREQUIREMENTTHEPREMISEOFACHIEVINGCUSTOMERSATISFACTIONISTOMAKETHEPRODUCTORSERVICEMEETTHECUSTOMERSREQUIREMENTSWHENNEEDEDTOIDENTIFYSERVICEREQUIREMENTS,THETERM“MOMENTOFTRUTH“ISOFTENUSEDTHEIDEATHATCUSTOMERSFORMAPROCESSORANENTERPRISEBOTHPOSITIVEANDNEGATIVEISGATHEREDTHROUGHMANY“REALMOMENTS“FOREXAMPLE,THEIDENTIFICATIONOFTHEDEMANDFORASERVICEPROCESSINASUPERMARKETISCOMPOSEDOFFIVE“REALMOMENTS“,FOREXAMPLETHE“REALMOMENT“CASE2OUTPUTREQUIREMENTSANDREQUIREMENTSSTATEMENTSTHEOUTPUTREQUIREMENTSAREINTHEPRODUCTANDSERVICECHARACTERISTICSANDARECOMMUNICATEDTOTHECUSTOMERATTHEENDOFTHEPROCESSTHECUSTOMERSDEMANDFORAPRODUCTORSERVICESHOULDBETRANSLATEDINTOOUTPUTREQUIREMENTSDETERMINETHEOUTPUTREQUIREMENTSTHROUGHTHECONVERSIONOFTHEPRODUCTORSERVICEREQUIREMENTSDETERMININGOUTPUTQUALITYREQUIREMENTSISACTUALLYASTATEMENTOFCUSTOMERREQUIREMENTSPRODUCTSANDSERVICESSOMETIMES,AMOREDETAILEDSTATEMENTOFREQUIREMENTSISREQUIRED,ANDTHEELEMENTSANDREQUIREMENTSARESTATEDASFOLLOWSREQUESTASTATEMENTOFTHECASE3REQUIRESANALYSIS,SEQUENCINGANDDETERMINATIONOFKEYQUALITYCHARACTERISTICSTHEOUTPUTREQUIREMENTSOFTHESITUATION,THENEEDFORORDER,INACCORDANCEWITHTHEKANOMODEL,THECORRESPONDINGUNDERSTANDINGOFCOURSEQUALITYISNOTSATISFIEDORTHEBASICREQUIREMENTSACORRESPONDINGQUALITYYUANISSATISFIEDORVARIABLEREQUIREMENTSATTRACTIVEQUALITYCORRESPONDINGTOTHEPLEASANTORPOTENTIALREQUIREMENTSTHROUGHANALYSIS,THEREQUIREMENTSARESORTED,ANDTHEKEYCUSTOMERREQUIREMENTSCCRAREDEFINEDTODETERMINETHECRITICALQUALITYCHARACTERISTICSCTQOFTHEOUTPUTQUALITY4CUSTOMERVOICESVOC1CUST