THE IMPACT OF MASS CUSTOMISATION ON THE QUALITY MANAGEMENT SYSTEM IN A SALES AND MARKETING ENVIRONMENT A CASE STUDY

F.J. Joubert, M.C. Bekker

Abstract


ENGLISH ABSTRACT: The introduction of a vehicle platform destined for world-wide export brought mass customi-sation to the South African subsidiary of a German luxury car manufacturer. This, together with a 29% head count reduction, a model range increase, stringent profitability targets and increased customer satisfaction demands, made the previous, unintegrated quality systems used in the Sales and Marketing Division obsolete. A quality management system (QMS) based on ISO 9002 was implemented. To solve some of the problems in the mass customisa-tion process, the principles of customer satisfaction and the measurement of internal processes were used to make recommendations for operational improvements.

AFRIKAANSE OPSOMMING: Die produksie van voertuie wat in groot volumes weldwyd uitgevoer word, het bou-volgens-bestelling na die Suid-Afrikaanse filiaal van n Duitse luukse voertuigvervaardiger gebring. Tesame met n 29% personeelvermindering, n verhoging in die getal beskikbare modelle, streng winsgewendheidsdoelwitte en verhoogde klitetevredenheidvereistes, het dit die vorige, ongetegreerde kwaliteitstelsels in die Verkope-en-Bemarkingsafdeling in on-bruik laat verval. n Kwaliteitsbestuurstelsel gebaseer op ISO 9002 is geplementeer. Die beginsels van klitetevredenheid en die meting van falings in interne prosesse word gebruik om verbeteringsvoorstelle te doen om sodoende bedryfsbestuur te verbeter.


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DOI: https://doi.org/10.7166/14-2-269

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