Assessing Industrial Buyers Perceptions of Quality

8/7/2019 Assessing Industrial Buyers Perceptions of Quality

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A s s e s s i n g I n d u s t r i a lB u y e r s ' P e r c e p t i o n s o f

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W i l l ia m J. Q u a l l sJ o s s A n t o n i o R o s aIdenti fy ing and measur ing the d imens ions o f perce ived qual -

i ty and their inf luence on cus tomer sat is fact ion are importantaspects o f a f i rm's qual i ty man agem ent e f forts. In this s tudy, wedeve lop an d t e s t a f ramewo rk for as sess ing the percept ions he ldby indus tr ial buyers from di f ferent func t iona l areas (e .g. , en-gineer ing, purchasing) a nd the l ink betwee n those percept ionsand cu stome r satisfaction. A procedu re fo r identifying the dimen-s ions of qual i ty and us ing them to target the indus tr ial marketer'squal i ty improvements is discussed, and the resul ts of tes ting thismethodology are presented. The resul ts sugges t that a potent ial lyunique set of qual i ty factors can be use d to assess each vend orand that these factors vary across func t iona l area.

A d d r e s s c o r r e s p o n d e n c e t o J o s 6 A n t o n i o R o s a , C o l l e g e o f C o m m e r c e a n dB u s i n es s A d m i n i s t r a ti o n , U n i v e r s i t y o f Il l in o i s a t U rb an a -C h am p a i g n , 1 0 0 D av i dK i n e l y H a l l , U rb an a , IL 6 1 8 0 1 .

I N TRODUCT I ONA c e n t r a l r e q u i r e m e n t i n s a t i s f y in g t h e n e e d s o f i n d u s -t r i a l b u y e r s i s u n d e r s t a n d in g th e d im e n s io n s o f qu a l ity th a t

b u y e r s d e s i r e a n d u s e to e v a lu a te a s u p p l i e r ' s p e r f o r m a n c e .U n d e r s t a n d i n g t h e r o l e t h a t c u s t o m e r s a t is f a c ti o n s h o u l dp la y in g u id in g th e d e l iv e r y o f qu a l i ty a n d th e p r io r i t i z in go f q u a l it y i m p r o v e m e n t p r o g r a m s i s e s s e n t i a l f o r a f i rm t os u s t a i n i ts c o m p e t i t i v e a d v a n t a g e i n t h e m a r k e t p l a c e . U n -fo r tuna te ly , cu r re n t ma rke t in g research e f for ts a re typ ica l lyn o t r e l i a b le in c a p tu r in g c u s t o m e r s a t i s f a c tio n in th e r e a lmo f in d u s t r i a l p r o d u c t s a n d s e r v ic e s , a n d p a r t i c u la r ly wh e r et h e d e c i s i o n s i n v o l v e m u l t i p l e m e m b e r s o f t h e o r g a n iz a -t io n . W e e xp lo r e th e p r o b le m s o f: (1) d e te rm in in g th e d im e n -s i o n s o f q u a l i t y t h a t u n d e r l i e t h e p e r c e p t i o n s a n d e v a lu a -t io n s o f in d u s t r i a l b u y e r s f r o m d i f f e r e n t f u n c t io n a l a r e a s

Industrial Marketing Management 2 4 , 3 5 9 - 3 6 8 ( 1 9 9 5 ) E l s ev i e r S c i en ce In c . , 1 9 9 56 5 5 A v en u e o f th e A m e r i cas , N ew Y o rk , N Y 1 0 01 00 0 1 9 -8 5 0 1 / 9 5 / $ 9 . 5 0S S D I 0 0 1 9 -8 5 0 1 ( 9 5 ) 0 0 0 2 7 -8


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a n d ( 2 ) c a p t u r i n g t h e r e l a t i o n s h i p b e t w e e n i n d u s t r i a l b u y e rs 'percep t ions o f qua l i ty and cu s tom er sa t i s fac tion eva lua t ions .

M ore spec i fi ca l ly , we wi l l dea l wi th a ques t ion tha t shou ldi n t er e s t m o s t m a n a g e r s w h o m u s t p r i o ri t i ze t h e f irm ' s q u a l it yi m p r o v e m e n t e f f o rt s:

O f the mult ip le factors that influence quali ty , which are themost apt to increase the satisfaction of industrial buyers?Th i s s t u d y r e p o r t s t h e r e s u l t s o f a n a t i o n a l f i e l d i n v e s ti -

g a t i o n a m o n g b u y e r s a n d u s e r s o f s e m i c o n d u c t o r s ' c o m -p o n e n t s a n d p a r t s . A f r a m e w o r k f o r a s s e s s i n g i n d u s t r i a lb u y e r s ' p e r c e p t i o n s o f q u a l i t y a n d t h e i r r e l a t i o n s h i p t o c u s -t o m e r s a t i s f a c t i o n i s d e v e l o p e d a n d t e s t e d .

I N D U S T R I A L B U Y E R S P E R C E P T IO NO F Q U A L I T Y

M a r k e t - d r i v e n q u a l i ty ( M D Q ) i s t h e p r a c t i c e o f d e t e r -m i n i n g t h e v a l u e o f th e c o m p a n y p ro d u c t s a n d s e rv i c e s b a s e do n l o o k i n g a t q u a l i t y t h ro u g h t h e e y e s o f it s c u s t o m e r s . Th eb e l i e f i s t h a t i n c r e a s i n g t h e q u a l i t y o f a f irm ' s m a rk e t o f f e r -i n g le a d s to i n c r e a s e d e c o n o m i c p e r fo rm a n c e [ 1 -3 ]. F o c u s -i n g o n i m p ro v i n g q u a li t y , h o w e v e r , i s o n l y v a l u a b l e i f i m -p r o v e m e n t s a r e l i n k e d t o e n h a n c e d c u s t o m e r s a t is f a c ti o n ,w h i c h u l t im a t e l y r e s u l ts i n i n c r e a s e d c u s t o m e r r e t e n t i o n ,p o s i t i v e w o rd o f m o u t h , a n d h i g h e r p ro f i t s [ 1 -3 ] . I n t h i sl i n e o f re a s o n i n g , c u s t o m e r s a t i s f a c t io n i s a n o v e ra l l e v a l u -a t i o n o f th e s u p p l i e r b a s e d o n t h e p u r c h a s e a n d c o n s u m p -t i o n e x p e r i e n c e o v e r t im e [ 2] , a n d t h e c u s t o m e r i s t h e u l ti -m a t e j u d g e o f q u al it y . T h i s b e i n g t h e c a s e , i t is i n c u m b e n to n t h e i n d u s tr i a l m a r k e t e r t o a s c e r t a i n c u s t o m e r p e r c e p -t i o n s o f q u a l i t y a n d h o w t h e y r e l a t e t o c u s t o m e r s a t i s f a c -t i o n a n d f i r m p e r f o r m a n c e .

W h a t h a s b e e n l a c k i n g i n t h e p r a c t i c e o f m o s t q u a l i t ym a n a g e m e n t p r o g r a m s h a s b e e n t h e a b il i ty t o p r i o r i ti z e t h en e c e s s a r y q u a l i t y i m p r o v e m e n t s b a s e d o n h o w t h e y a f f e ctc u s t o m e r s a t i s fa c t io n a n d t h e c u s t o m e r ' s p u r c h a s e i n t en -t i o n s . P r i o r i t iz i n g q u a l i t y i m p ro v e m e n t s b a s e d o n h o w t h e ya f f e c t c u s t o m e r s a t i s f a c t i o n i s d i f f i c u l t i n c o n s u m e r m a r -k e t s , a n d e v e n m o re d i f f ic u l t i n i n d u s t r i a l b u y i n g s i t u a t i o n s

W ILL IA M J . QU A LLS i s A ssoc ia te P r o fesso r o f Ma r ke t i ng a tt he M IT - S Ioan S choo l o f Managemen t .JOSI~ AN TO NIO ROSA is Ass is tan t P ro fessor o f Ma rke t ing a tt he Un i ve r s i t y o f I l l i no i s a t U r bana - Champa ign .

w h e r e m u l t i p l e p a r t i c ip a n t s a r e i n v o l v e d i n t h e p u r c h a s ea n d c o n s u m p t i o n o f t h e p r o d u c t o r s e r v i c e [ 4 , 5 ] .I n d u s t r i a l m a r k e t e r s t e n d t o e v a l u a t e c u s t o m e r e x -p e r i e n c e s a n d d e c i s i o n b e h a v i o r u s i n g a s i n g l e p ro fe s s i o n a lb u y e r o r p u r c h a s i n g m a n a g e r s t o r e p r e s e n t t h e v o i c e o f t h eo rg a n i z a t i o n [ 5 -7 ] . Th i s p r a c t i c e r a i s e s t h e q u e s t i o n ; d ot h e p e r c e p t i o n s o f q u a l i t y h e l d b y t h e p e o p l e i n v o l v e d i ni n d u s t r i a l b u y i n g d e c i s i o n v a ry b y fu n c t i o n ? W e b e l i e v et h a t q u a li t y p e r c e p t i o n s v a r y b y f u n c t i o n a n d c o n t e n d t h a ta m o re a p p ro p r i a t e l e v e l o f a n a l y s i s a t w h i c h t o a s s e s s q u a l -i t y a n d s a t i s f a c t i o n i s t h e b u y i n g g ro u p .

E v a l u a t i n g s u p p l i e r q u a li t y h a s l o n g b e e n a p r a c t i c e e m -p l o y e d b y i n d u s t r i a l b u y e r s [ 8 -1 0 ] , e v i d e n c e d b y t h e e m -p h a s i s t h a t f i rm s p u t i n t o d e v e l o p i n g p e r fo rm a n c e a p p ra i s a lc h e c k l is t s [ 8 -1 0 ] . T h e s e p e r f o r m a n c e e v a l u a t i o n p r o g r a m sf o c u s o n m a x i m i z i n g t h e v a l u e o f g o o d s a n d s e r v i c e s p u r -c h a s e d f r o m s u p p l ie r s . S u r p r i s i n g ly , i n d u s t r i a l m a r k e t e r sh a v e f o c u s e d p r i m a r i l y o n u n d e r s t a n d i n g t h e a c t u a l p u r -c h a s e d e c i s i o n p ro c e s s o f i n d u s t r i a l b u y e r s [ 1 2 -14 ] a n d h a v eg i v e n l i tt le a t t e n t i o n t o p o s t c h o i c e c o n s u m p t i o n [ 5 ], a n di t s e f fec t on cu s tom er sa t i s fac tion and subse quen t pu rcha s ingb e h a v i o r - f a c t o r s t h a t a r e m o r e l i k e l y t o b e t h e b a s i s o nw h i c h a s u p p l i e r ' s p e r f o r m a n c e i s a s s e s s e d .

A F R A M E W O R K F O R A S S E S S I N GM A R K E T - D R I V E N Q U A L I T Y

I n t h e t r a d it i o n a l a p p r o a c h t o t o t a l q u a l it y m a n a g e m e n t( T Q M ) , c o m p a n i e s a d o p t a n i nt e r n a l o r ie n t a t i o n th a t e m -p h a s i z e s p ro f i t a b i li t y t h ro u g h c o s t r e d u c t i o n [ 1 4 ]. C o m p a -n i es , f o r e x a m p l e , f o c u s o n s i m p l i f y i n g p r o d u c t d e s i g n a n dm a n u fa c t u r i n g p ro c e s s e s i n o rd e r t o r e d u c e r e p a i r f r e q u e n c ya n d r e p a i r t im e . R e c e n t s t u d i e s s u g g e s t t h a t i n t e rn a l q u a l -i t y p ro g ra m s a l o n e a r e l i m i t e d i n t h e e f f e c t t h e y c a n h a v eo n a c o m p a n y ' s b u s in e s s p e r f o r m a n c e [ 15 ]. A s c o m p a n i e sb e g i n t o r e c o g n i z e t h e l i m i t a t i o n s o f i n t e rn a l l y fo c u s e d q u a l -i ty p r o g r a m s , a t t e n t i o n h a s a l s o b e e n g i v e n t o t h e n e e d so f th e c u s t o m e r , a n d a t t e m p t s h a v e b e e n m a d e t o i n t e g r a tet h e " v o i c e o f th e c u s t o m e r " [ 16 ] i n t o t h e m a rk e t i n g e f fo r t.T h i s r e s e a r c h h a s h i g h l i g h t e d th e i m p o r t a n c e o f p r e v io u s l yi g n o re d f a c t o r s , s u c h a s f l e x ib l e d i st r i b u t i o n , b e i n g r e s p o n -s iv e t o c u s t o m e r p ro b l e m s , a n d o f f e r i n g te c h n i c a l a s s is t a n ce .T h e e n d p r o d u c t o f t h e s e e f f o r t s i s i n f o r m a t i o n f r o m i n -t e r n a l ly f o c u s e d T Q M e f fo r ts a n d e x t e r n a l l y f o c u s e d c u s -t o m e r n e e d s e f f or ts t h a t m u s t b e r e c o n c i le d . T h e M D Qfra m e w o rk , i l l u s t r a t e d i n F i g u re 1 , s u g g e s t s t h a t c u s t o m e rs a t i s f a c t i o n s e rv e s a s t h e d y n a m i c l i n k b e t w e e n t h e i n t e r -n a l o r i e n t a t io n o f T Q M p r o g r a m s a n d t h e e f fo r t t o u n d e r -s t a n d t h e c u s t o m e r ' s e v a l u a t i o n o f a fi rm ' s q u a l i t y e f fo r t s.

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P r o p o s e d q u a l i t y im p r o v e m e n t s m u s t b el in k e d to e n h a n c e d c u s t o m e r s a t i s fa c t i o n .

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....M a ~ . n ~ m e _ n t _ .Focus~ ] C u s to m e r ~ ' ~ " ~ i i i i ~ i ii~i~i~i}i~i~i~Mi. ~ " :' : " . .: . . . : . ,. ~. ~ , .. :. . . . . . . : ::S a U s fa c t J o n ~ ~::::ii i i i i l i~ii: :

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F IG U R E 1 . M a r k e t - d r i v e n q u a l i t yf r a m e w o r k .

T h e b a s i c p r e m i s e o f t h is m o d e l i s t h a t a f i rm ' s T Q M p r o -g r a m s r e s u l t s i n q u a l i t y im p r o v e m e n t s e f fo r t s t h a t a r e e v i -d e n t i n i t s p r o d u c t s , s e r v i c e s , ma r k e t i n g mix , a n d r e l a -t i o n s h i p w i t h i t s b u y e r s . T h e s e e f fo r ts a f fe c t c u s t o m e rs a t is f a c ti o n d i r e c t ly a n d a l s o b u s i n e s s p e r f o r m a n c e . C u s -t o m e r s e x p e r i e n c e t h e s e q u a l i t y i m p r o v e m e n t s a n d a r ri v ea t a n o v e r a l l a s s e s s me n t o f t h e i r s a t i s f a c t io n w i th a s u p -p l i e r s p e r f o r m a n c e . A l s o a f f e ct i n g c u s t o m e r s a t is f a ct i o n ,h o w e v e r , a r e e x i st i n g p r e f e r e n c e s a n d o r i e n t a t i o n s t h a t t h ec u s t o m e r u s e s t o e v a l u a t e t h e m a r k e t e r ' s q u a l it y i m p r o v e -m e n t s a n d t h a t c a n v a r y b e t w e e n p e o p l e . C u s t o m e r s a t is -f a c ti o n , i n t u r n , a f fe c ts t h e c u s t o m e r ' s f u t u r e d e c i s i o n b e -h a v io r ( e . g . , r e p e a t p u r c h a s e , p r i c e s e n s i t i v i t y , p u r c h a s ea m o u n t , v e n d o r s w i t c h i n g ) [ 4 ] a n d e v e n t u a l l y af f ec t s b u s i -n e s s p e r f o r m a n c e a s w e l l .T h e i n h e r e n t l im i t a t i o n s o f t r a d i ti o n a l T Q M t e c h n i q u e s ,s u c h a s q u a l i t y f u n c t i o n a l d e p l o y m e n t , i s t h a t t h e y m i s st h e e x t e r n a l f a c t o r s th a t a l s o s h a p e c u s t o m e r s a t i sf a c ti o n .M o r e s p e c if i ca l ly , w h a t i s l a c k i n g i n t h e p r a c t i c e o f m o s tt o t al q u a l it y m a n a g e m e n t p ro g r a m s i s a m e t h o d f o r m a n a -g e r s t o d e t e r m i n e :1. W h a t a s p e c t s o f c u s t o m e r p e rc e p t i o n s o f q u a li t y h av ethe g rea te s t im pac t up on indus t r ia l buye r s ' sa ti sf ac t ion?

2 . D o c u s to m e r p e rc e p t i o n s o f q u a li t y a n d c u s to m e r sa ti s-f a ct io n d i f fe r a m o n g t h e m e m b e r s o f a c o m p a n y i n-v o l v e d i n e v a l u a t i n g v e n d o r p e r f o r m a n c e ?

T h e M D Q f r a m e w o r k p ro v i d es a m o r e c o m p l e t e s et o fi n f o r m a t i o n t o g u i d e t h e p r o c e s s b y w h i c h a c o m p a n y s e e k st o i m p r o v e c u s t o m e r s a t i s f a c t i o n - t h e p r i m a r y o b j e c t i v eo f t h e q u a li t y m a n a g e m e n t p r o c e s s . T h e c a r e f u l s e l e c ti o no f a r e as t a r g e t e d f o r i m p r o v e m e n t c a n m e a n t h e d i f f e r e n c eb e t w e e n d e v e l o p i n g a f i r m ' s c o m p e t i t i v e a d v a n t a g e , l o s i n gm a r k e t s h a r e t o c o m p a n i e s m a k i n g b e t t e r c h o i c e s , o r c h a s -i n g q u a l i t y imp r o v e m e n t s th a t h a v e l i tt l e imp a c t o n t h e b o t -t o m l i n e .

I n d u s t ri a l m a r k e t e r s w h o u n d e r s t a n d w h i c h q u a l i ty i m -p r o v e m e n t s n e e d t o b e m a d e b e c a u s e t h e y a r e m o s t a p t t oi n c r e a s e c u s t o m e r s a t i sf a c ti o n a n d f i r m p e r f o r m a n c e a r ec r e a t in g a d i s t in c t i v e c o m p e t i t i v e a d v a n t a g e f o r t h e i r c o m -p an y . Be f o r e a t t e n ti o n c a n b e p l a c e d o n m e a s u r in g c u s to me rs a t i s fa c t i o n , h o w e v e r , w e n e e d t o i d e n t i f y t h e d e t e r min a n t so f c u s to m e r s a ti s fa c ti o n . O n c e t h e d e t e r min a n t s o f c u s to m e rs a t is f a c ti o n a r e k n o w n , c u s t o m e r p e r c e p t i o n s o f q u a l i ty a n dth e p e r f o r m a n c e o f a v e n d o r a g a in s t t h e s e q u a l it y s t a n d a r d sc a n b e l i n k e d t o s a t is f a ct i o n a n d p o s s i b l y p u r c h a s e i n t e n -t i o n s a s w e l l .M E T H O D O L O G Y

T o e x a min e c u s to m e r p e r ce p t i o n s o f q u a l it y a n d c u s to me rs a ti s fa c t io n , a s u r v e y o f b u y e r s f r o m t h e s e m i c o n d u c t o ri n d u s t ry w a s c o n d u c t e d . M o s t s e m i c o n d u c t o r p u r c h a s e d e -

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C u s t o m e r s a t i s f a c t i o n i s b a s e d o n i n t e r n a la n d e x t e r n a l fa c to r s .

c i s i o n s r e p r e s e n t a mo d i f i e d r e b u y p u r c h a s e , a n d t h e y t y p i -c a l l y e n t a il t h e e v a l u a ti o n o f v e n d o r p e r f o r m a n c e b y s e v-e r a l d e c i s i o n p a rt i c ip a n t s [ 1 9 ] . T h e p u r c h a s e o f c o mp o n e n t sh a s b e e n f o u n d t o i n v o lv e d e c i s i o n p a r t i c i p a n t s f r o m d i f f e r-e n t f u n c t i o n a l a r e a s [ 2 0 ] .

T h i s s t u d y a s k s b u y e r s a s e r i e s o f a t t i tu d in a l a n d b e -h a v io r a l q u e s t i o n s r e g a r d in g t h e i r e v a lu a t i o n s o f s u p p l i e r so f s e m i c o n d u c t o r d e v i c e s. R e s p o n d e n t s w e r e a s k e d t o r a t et h e i r " m o s t p r e f e r r e d " a n d " l e a s t p r e f e r r e d " s u p p l ie r o n as i x -p o i n t L i k e r t s c a le ( s t ro n g l y a g r e e - s t r o n g l y d i s a g r e e )o n s t a t e m e n t s l i ke : " P r o v i d e s e a r ly n o t i c e o f n e w p r o d u c t so r t e c h n o lo g y . " A t o t a l o f 8 6 s t a t e me n t s w a s u s e d t o a s s e s sc u s t o m e r p e r c e p t io n s o f th e r e l e v a n t q u a l i ty d i m e n s i o n s .C u s t o m e r s a t i s fa c t io n w a s m e a s u r e d u s i n g a s e v e n - p o i n tL ik e r t s c a l e ( e x t r e m e ly s a t i s f i e d - e x t r e m e ly d i s s a t is f i e d ) .T h e a t t i t u d in a l q u e s t i o n s a n d t h e a t t r i b u t e s o f q u a l i t y t h e yr e p r e s e n t w e r e d e r iv e d f r o m a s e r i e s o f fo c u s g r o u p s c o n -d u c t e d w i t h a s e p a r a te g r o u p o f r e s p o n d e n t s d r a w n f r o mt h e p o p u l a ti o n o f s e m i c o n d u c t o r b u y e rs , a n i m p o r t a n t s t e pi n t h e r e s e a r c h p r o c e d u r e d e s c r i b e d b e l o w .U t i l i z i n g a ma i l s u r v e y , 4 4 9 ( 15 % ) r e s p o n s e s f r o m a t o -t a l o f 3 ,0 0 0 ma i l i n g s w e r e r e c e iv e d . A t e s t fo r n o n r e s p o n s eb i a s w a s c o n d u c t e d c o m p a r i n g t h e d e m o g r a p h i c p r o f i le o ft h e r e s p o n d e n t d a t a b a s e t o t h e g e n e r a l p o p u l a t i o n o f b u y e r sf rom t rade a sso c ia t ion da ta . I t r evea led no s ign i f ican t d i f f e r -e n c e s . R e s p o n d e n t s t o t h e s u r v e y r e p r e s e n t b u y i n g p a r -t i c ip a n t s f r o m f o u r p r ima r y f u n c t i o n a l g r o u p s : (1 ) e n g in e e r -i n g , ( 2 ) p u r c h a s in g , ( 3 ) ma n u f a c tu r i n g , a n d ( 4 ) c o r p o r a t ema n a g e m e n t . T a bl e 1 p ro v id e s i n f o r ma t io n o n t h e t o t a l s a m-p l e s e g r e g a t e d b y f u n c t i o n a l a r e a a n d i n d i c a t e s a n o v e r -r e p r e s e n t a t i o n o f r e s p o n s e s f r o m e n g i n e e r i n g a n d p u r -c h a s in g .

T h e f o u r f u n c t i o n a l a re a s w e r e r e p r e s e n t e d i n p r a c t i c a l l ya ll c o m p a n i e s s u r v e y e d , a n d t h e p r o p o r t i o n o f r e s p o n s e sb y f u n c t i o n a l a r e a w a s s imi l a r f o r a l l c o mp a n ie s t o t h ep r o p o r t i o n s f o r th e t o t a l s a mp le . L a r g e a n d mid - s i z e d c o m -p a n i e s w e r e r e p r e s e n t e d i n t h e s a m p l e . T h e d i s t ri b u t i o na c r o s s f u n c t i o n a l a r e a s , w i th i ts o v e r r e p r e s e n t a t i o n o f e n -g in e e r s a n d p u r c h a s in g p r o f e s sio n a l s r e l a ti v e t o o th e r a r e a s ,w a s e x p e c t e d g i v e n t h e h y b r i d s t r u c t u re s m o s t h i g h t e c h -n o lo g y c o mp a n ie s a d o p t. E n g in e e r in g a n d p u r c h a s in g f u n c -t i o n s a t t h e s e c o m p a n i e s t e n d t o b e d e c e n t r a l i z e d a n d

TABLE 1D e g r e e o f Sat is fact ion

Total Most LeastFunction Cases Mean Preferred PreferredEngineering 238 3.86 2.48 5.28Purchasing 153 3.84 2.37 5.34Manufacturing 30 3.90 2.50 5.34Corporate

management 28 4.06 2.52 5.67

c l u s t e r e d a ro u n d p r o d u c t c o n c e p t s , w h e r e a s m a n u f a c t u r -i n g o p e r a t io n s a r e h i g h l y a u t o m a t e d a n d c e n t r a l i z e d . T h el o w p r o p o r t i o n o f c o r p o r a t e m a n a g e m e n t r e s p o n d e n t sb e t r a y s t h e p r e f e r e n c e o f t h e s e c o m p a n i e s f o r a f i a tm a n a g e r i a l s t r u c t u r e.

F i g u r e 2 p r o v i d e s a n o v e r v i e w o f t h e p r o c e s s u s e d f o ra s s e s s in g b u y e r s ' p e r c e p t i o n o f q u a l i ty , a p r o c e s s c r i t i c a lt o t h e p r o p e r u n d e r s t a n d i n g o f t h e l i n k b e t w e e n q u a l i t yd ime n s io n s a n d s a t i s f a c t i o n . T h e f i r s t s t e p i s t o i d e n t i f yth e v a r i o u s p a th s b y w h ic h t h e f i r m d e l i v e r s q u a l i t y t o i tsc u s to me r s . F o r e x a mp le , a t y p i c a l s e m ic o n d u c to r ma n u f a c -t u r e r m a y m a r k e t i ts p r o d u c t s d i r e c t l y t o o r i g i n a l e q u i p -m e n t m a n u f a c t u r e r s ( O E M s ) a s w e l l a s t h r o u g h d i s t ri b u -to r s t o v a lu e - a d d e d r e se l l er s . I n t h is c a s e t h e s e m ic o n d u c to rm a n u f a c t u r e r h a s a d i r e c t d e l i v e r y p a th t o b o t h d i s t r ib u -to r s a n d O E M s a n d a n i n d i r e c t p a th t o v a lu e - a d d e d re s e ll e rs .T h e m a n u f a c t u r e r is r e s p o n s i b l e f o r t h e d e l i v e r y o f q u a l i tyt o e a c h c u s t o m e r a n d m u s t t h e r e fo r e m e a s u r e c u s t o m e r p e r -c e p t i o n s a t e a c h l e v el . T h i s s t u d y f o c u s e s o n t h e d e l i v e r yo f q u a li ty t o t h e O E M s .

A f t e r i d e n t i f y in g t h e r e l e v a n t q u a l i t y d e l i v e r y p a th s , t h ev o i c e o f t h e c u s t o m e r i s i d e n t if i e d t h r o u g h f o c u s g r o u p sa n d p e r s o n a l i n t e r v i e w s . T h e o b j e c t i v e is t o h a v e c u s to m e r sp r o v i d e th e c o m p a n y w i t h t h e d i m e n s i o n s o f q u a l it y i n t h e i ro w n w o r d s . C o n c u r r e n t l y , d a t a i s g a t h e r e d o n t h e i n d u s -t r ia l m a r k e t e r s ' v i e w o f t h e d i m e n s i o n s o f q u a l it y t h r o u g hm a n a g e r i a l i n t e r v i ew s i n o r d e r t o d e t e r m i n e h o w t h e y a t -t e m p t t o d e l i v e r q u a li t y to t h e c u s t o m e r . D i m e n s i o n s a r ety p i c a l l y b r o a d i n s c o p e a n d i n v o lv e mu l t i p l e e l e me n t s . T h er e s u lt s o f b o th o f t h e s e a n a ly s e s a r e u s e d t o d e v e lo p a c a u s a lm o d e l t h a t li n k s c o n s u m e r p e r c e p t i o n s o f q u a li t y t o c u s -

3 6 2


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C o n s t r u c t a M a p o f Q u a l i ty D e l i v e r y I d e n t if y C u s t o m e r s i n v a l u e c h a i n

o ~ c ~ , , r i i! ! ~ ! i ii i~ ! i ii ii ii ~ i ! ii ii ~ i ii ii i! i ! ii ! ii ii i! i ! ~ ! : tl i E ; ! i i i i i i i ; i i ! i ! i i i i i i i ' i i i il ! i ! i i i ; i i i i i i i ! i i ! ! i ! ! ! i i i ! ,

I d e n t i f y key aspects of q u a l i t y Understand customers' anguage I n t e v i e w management D e v e l o p p r e li m i n a r y model

S e l e c t s a m p l e I n t e r v i e w Customers

i E s t im a t e a r a m e te r sDevelop reliable indexesE v a l u a t e m odel

I d e n t i f y areas of quality improvements P r i o r i t i z e q u a l i t y improvements

FIGURE2. A me thod for assessing indust r ia l buyer per -c e p t ion o f qu a l it y .t o m e r s a t i s fa c t io n a n d c a n b e u s e d t o l i n k b e h a v i o r w i t hq u a l i t y a s w e l l . T h e s e r e s u l t s a r e t y p i c a l l y r i c h i n d e t a i l e da n d i d i o s y n c r a t ic in f o r m a t i o n a n d a r e u s e d t o d e v e l o p m o r eo b j e c t i v e a n d g e n e r a l i z a b l e m e a s u r e s .T h e q u a l i ty d i m e n s i o n s f r o m s t e p 2 a r e u s e d a s a b a s i sf o r d e v e lo p in g a q u e s t i o n n a i r e t h a t is u s e d f o r a l a r g e r s a m-p l e o f t h e m a r k e t ( st e p 3 ). T h e s u r v e y m e a s u r e s c u s t o m e rp e r c e p t io n s o f t h e f ir m 's p e r f o r m a n c e o n t h e e l e m e n t s c o m -p r i s i n g e a c h d i m e n s i o n o f q u al it y , c u s t o m e r s a t i sf a c ti o n ,a n d p u r c h a s e i n t e n t i o n s o r b e h a v io r a l d a t a i f r e q u i r e d . ( T h i ss tu d y u s e s c u s to m e r s a t i s fa c t i o n d a t a o n ly . ) S t a t is t i c al a n a l -y s i s o f q u e s t i o n n a i r e d a t a a n d o f c u s t o m e r h i s t o r i c a l p u r -c h a s e d a t a a r e t h e n u s e d t o t e s t , r e v i se , a n d q u a n t i f y t h er e l a ti o n s h i p s ( s t ep 4 ) , a n d t o p r i o r i t i z e c o n s u m e r p e r c e p -t i o n s o f q u a l it y ( s t e p 5 ). T h i s p r o c e s s o v e r c o m e s th e i n a -b i l it y o f m o s t c u s t o m e r s t o r e p o r t p r e c i s el y t h e r e l a ti v e i m -p o r t a n c e o f t h e f a c to r s i n f l u e n c in g t h e i r p u r c h a s e d e c i s i o n so r i n t e n t i o n s . A p p r o p r i a t e s t a t is t ic a l p r o c e d u r e s c a n b e e m-p l o y e d f o r te s t in g t h e l i n k s b e t w e e n c u s t o m e r p e r c e p t i o n so f q u a li ty , c u s t o m e r s a t i s fa c t io n , a n d b u y e r b e h a v i o r .I n o r d e r t o e x a m i n e th e p r o p o s e d r e l a ti o n s h i p s b e t w e e nd i m e n s i o n s o f q u a l it y a n d c u s t o m e r s a t is f a c ti o n , t h e d a t aw e r e a n a l y z e d u s i n g t h r e e t o o l s: (1 ) c o m p a r i n g t h e m e a nsa t i s fac tion ra t ings for func t io na l g roups , (2) p r inc ipa l co m -p o n e n t ' s f a c t o r a n a l y si s o f q u a l it y m e a s u r e s , a n d ( 3) m u l -t i p l e r e g r e s s io n o f s a t i s f a c t i o n o n q u a l i t y f a c to r s .

R E S U L T SC o n s u m e r s ' S a t i s f a c t i o n R a t i n g s

C o m p a r i s o n o f t h e g r o u p m e a n s w a s e m p l o y e d to i d e n-t i f y s y s t e m a t i c d i f f e re n c e s i n t h e o v e r a l l l e v e ls o f c u s t o m e rs a t i s f a c t io n b y f u n c t i o n a l g r o u p s . T h e y a r e r e p o r t e d i n T a-b l e 1. T h e c o m p a r i s o n o f th e m e a n s r e v e a l e d n o d i ff e r e n c eb e tw e e n f u n c t i o n a l a r e a s i n t h e i r l e v e l o f s a ti s f ac t io n . T h e r ew e r e d i f f e r e n c e s i n t h e s a t i s f a c ti o n r a t i n g s , h o w e v e r , b e -t w e e n t h e m o s t a n d l e a s t p r e f e r r e d s u p p l ie r s o f s e m i c o n -d u c t o r s .

O n e p o s s i b l e r e a s o n f o r d i f f e re n c e s b e t w e e n m o s t a n dl e a s t p r e fe r r e d s u p p l ie r s m a y b e t h a t t h e d i m e n s i o n s u s e dt o e v a l u a t e t h e q u a l i t y o f v e n d o r p e r f o r m a n c e w a s i d e n t i -c a l . A s a r e s u l t o n e w o u l d n o t e x p e c t t h e l e a st p r e f e r r e dv e n d o r s t o r a t e a s w e l l a s th e m o s t p r e f e r r e d v e n d o r s u s i n gid e n t i c a l q u a l i t y s t a n d a r d s . T h e u s e o f a s i n g l e i d e n t i c a lm e a s u r e i s a l s o a p o s s ib l e e x p l a n a t i o n f o r t h e l a c k o f d if f e r -e n c e s i n s a t i sf a c ti o n r a ti n g s b e tw e e n f u n c t i o n a l g r o u p s . Be -c a u s e o f f i n d in g s i g n i f i c a n t l y d i f f e r e n t s a t i s f a c ti o n r a t i n g sf o r m o s t p r e f e r r e d a n d l e a s t p r e f e r r e d s u p p li e r s t h r o u g h -o u t t h e o r g a n i z a t io n , a q u e s t i o n a r is e s : w h y w o u l d i n d u s -t r ia l b u y e r s c o n t i n u e to p u r c h a s e f r o m v e n d o r s w h o d o n o ts a t is f y th e i r c u s t o m e r r e q u i r e m e n t s o r m e e t t h e i r q u a l it ye x p e c ta t i o n s ? O n e p o s s i b le e x p l a n a t i o n m a y b e t h a t b u y e r se m p h a s i z e d i f f e re n t d i m e n s i o n s o f q u a li t y d e p e n d i n g o nw h e t h e r t h e s u p p l i e r i s m o s t o r l e a s t p r e f e r re d . T h a t s u g -g e s t s t h a t b u y e r s e s t a b l i s h d i f f e r e n t e x p e c t a t i o n l e v e l s f o re a c h a p p r o v e d v e n d o r .E v a l u a t i n g I n d u s t r i a l B u y e r s ' P e r c e p t i o no f Q u a l i t y

P r i n c i p a l c o m p o n e n t a n a ly s i s w a s e m p l o y e d to i d e n t i fyt h e u n d e r l y i n g s t r u c t u r e o f t h e q u a l i ty - b a s e d d e t e r m i n a n t so f c u s t o m e r s a t i s fa c t io n a n d t o e x p l o r e t h e p o s s i b il i ty o fd i f f e re n c e s b y f u n c t i o n a l g ro u p . M a n a g e r s f r o m t h e s e m i -c o n d u c t o r i n d u s t r y i d e n t i fi e d b e t w e e n f iv e a n d e i g h t k e yq u a l i t y f a c to r s t h a t t h e y b e l i e v e d t o a f f e c t c u s to m e r s a t i s-f a c t i o n i n th e i r i n d u s t r y . I n s ig h t f r o m th e s e i n t e r v i e w s w a su s e d t o l a b e l t h e f a c to r s r e v e a l e d b y t h e a n a ly s i s. T h e p r i n -c i p a l c o m p o n e n t s a n a l y s i s r e s u l t e d in s i x p r i m a r y f a c t o rst h a t a c c o u n t e d f o r s e v e n t y p e r c e n t o f t h e e x p l a i n a b le v a r i -a n c e . T h e f a c t o r s w e r e c o m m o n a c r o s s f u n c t i o n a l a r e a sa n d w e r e f o u n d i n t h e r a t in g s o f b o t h " m o s t p r e f e r re d " a n d" l e a st p r e f e r r e d " s u p p l ie r s . T h e r e s u lt s a r e s u m m a r i z e d i nT a b l e 2 .

T a b l e 2 p r o v i d e s a s u m m a r y o f t h e r e s u l ti n g f a c t o rs a n ds a m p l e s o f t h e s c a l e i t e m s i n c l u d e d . T h e f a c t o r s a r e l i s te di n t h e i r o r d e r o f i m p o r t a n c e b a s e d o n t h e i r c o n t r i b u t i o nto e x p l a in e d v a r i a n c e . T h e s e r e s u l t s s u g g e s t t h a t t h e r e a r e

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T h e v o i c e o f t h e c u s t o m e r m u s tb e c a p t u r e d .

TABLE 2K ey F a c t o rs i n C u s t o m e r P e r c e p t io n s o f Qual i t yNum ber of Reliabil i tySamp le Factor Item Mea sures Coe fficient

F ac t o r 1 : t e ch n o l o g i ca l l e ad e r s h i pH a s a n e s t a b l is h e d t r a c k r e c o r d 2 0 0 . 9 7 7 2P r o d u c t s a r e p e r f o r m a n c e l e a d e r sWi l l b e a t ech n o l o g y l ead e r i n f i v e y ea r s

F ac t o r 2 : p ro v i d es co m p e t i t i v e ad v an t ag eH e l p s u s i m p r o v e o u r t i m e t o m a r k e t 9 0 . 9 4 1 4l s w i l l i n g t o w o rk w i t h u s t o m ee t s ch e d u l e sD e m o n s t r a t e s c o n t i n u o u s m e a s u r a b l e

i m p r o v e m e n t s i n p r o v i d i n g q u a l i ty p r o d u c t sF ac t o r 3 : r e s p o n s i v e t o d ay - t o -d ay i s s u esP r o v i d e s q u i c k a n s w e r s t o d e s i g n p r o b l e m s 1 3 0 . 9 6 1 7L i s t e n s to o u r p r o b l e m sV i s i t s o u r l o ca t i o n s w i t h t h e i r t e am s t o b e t t e r

u n d e r s t a n d o u r b u s i n e s sF ac t o r 4 : d i s t r i b u t i o n s e rv i ce s

G i v e s u s t h e c h o i c e o f b u y i n g d i re c t o rt h ro u g h d i s t r i b u t o r s 3 0 . 7 2 2 3

P ro v i d es d i s t r i b u t i o n ch an n e l s t h a t s a t i s fyo u r n e e d s

O f fe r s u s e fu l r eg u l a r p u b l i ca t i o n s an d n ew s -let t ers

F ac t o r 5 : t e ch n i ca l r e s o u rces an d exp e r t i s eP ro v i d es co m p e t i t i v e l ead t i m es 3 0 . 8 8 5 1D e m o n s t r a t e s s y s t e m s s o l u ti o n s e x p e r t i seD e m o n s t r a t e s c o m p r e h e n s i v e p r o c e s s c o n t r o ls

F ac t o r 6 : s en s i t i v e t o o p e ra t i o n a l co n ce rn sN o t i f i e s u s o f an y d es i g n , m a t e r i a l , o r p ro ces s

c h a n g e s 5 0 . 8 9 6 2G i v e s a d v a n c e n o t i c e o f n e w p r o d u c t sH a s w e l l d o c u m e n t e d p r o c e s s e s a n d

p r o c e d u r e s

m u l t i p l e q u a l i t y a n t e c e d e n t s f o r c u s t o m e r s a t is f a ct i on t h a tv a r y i n t h e i r s p e c i f i c i t y a n d p o t e n t i a l i n f l u e n c e . T e c h n o -lo g i c a l l e a d e r s h ip , p r o v id in g c o mp e t i t i v e a d v a n t a g e , a n db e in g r e s p o n s iv e t o d a y - to - d a y i s s u e s a r e b r o a d f a c to r s e n -c o m p a s s i n g m a n y p e r f o r m a n c e a n d b e h a v i o r it e m s . T h e yw e r e e q u a l l y im p o r t a n t a c r o s s f u n c t i o n a l a r e a s. I n c o n t r a s t ,d is t r ibu t ion se rv ices , technica l r e sou rces and expe r t i se , ands e n s it i v it i es t o o p e r a t i o n a l c o n c e r n s a r e m o r e l i m i t e d i ns c o p e a n d m o r e v a r i e d i n t h e i r i m p o r t a n c e a c r o s s f u n c -t i o n al g r o u p s . D i s t r i b u ti o n s e r v i c e s w e r e m o r e i m p o r t a n t

t o p u r c h a s in g t h a n t o o th e r g r o u p s , t e c h n i c a l r e s o u r c e s a n de x p e r t i s e w e r e i m p o r t a n t m o s t l y t o e n g i n e e r s , a n d s e n s i -t i v i t y t o o p e r a t i o n a l c o n c e r n s w a s a g r e a t e r c o n c e r n t om a n u f a c t u r i n g t h a n t o o t h e r g r o u p s .I m p a c t o f Q u a l i t y D i m e n s i o n s o n S a t i s f a c t i o n

S e p a r a t e m u l t i p l e r eg r e s s i o n s w e r e u s e d t o e x a m i n e t h er e la t io n s h ip o f c u s t o m e r p e r c ep t i o n s o f q u a l i ty t o c u s t o m e rsa t i s fac t ion . The re su l t s a re presen ted in Table 3 . Com pos i tem e a s u r e s f o r e a c h f a c t o r w e r e d e v e l o p e d b y a v e r a g i n g t h er a t i n g s f o r a l l s c a l e i te m s i n v o lv e d , a n d t h e y w e r e u s e d a si n d e p e n d e n t v a ri a b l es w i t h s a t i s fa c t io n a s t h e d e p e n d e n tv a r i a b l e . S e p a r a t e r e g r e s s io n s w e r e d o n e f o r e a c h f u n c -t i o n a l a re a . T h e r e l ia b i li t y f o r t h e c o m p o s i t e me a s u r e s w e r er e p o r t e d i n T a b l e 2 .

F o r e n g i n e e r s f o c u s i n g o n t h e i r m o s t p r e f e r r e d s u p p l i er ,s a t i s f a c t i o n w a s f o u n d t o b e s t r o n g ly r e l a t e d t o t h e s u p -p l i e r ' s t e c h n o lo g i c a l l e a d e r s h ip . I t w a s a l s o f o u n d t o b es ig n i f i c an t l y r e l a t e d i n a n e g a t i v e d i r e c t i o n t o d i s t r i b u t i o ns e r v i c e s . T h e s e r e s u lt s s u g g e s t t h a t a s lo n g a s p e r f o r m a n c eis g o o d a c r o s s f a c t o r s ( w h i c h w e a s s u m e d f o r a p r e f e rr e ds u p p l i e r) , e n g in e e r s t e n d t o e x p r e s s h ig h e r s a t i sf a c ti o n w i ths u p p l i e r s n o t e d b y t h e i n d u s t r y f o r t h e i r t e c h n o l o g i c a ll e a d e r s h ip . E n g in e e r s a l s o s h o w , h o w e v e r , a t e n d e n c y t ob e l e s s s a t i s f ie d w i th s u p p l i e r s t h a t g iv e a l o t e mp h a s i s t od i s t r i b u t i o n s e r v i c e s i s s u e s , p e r h a p s t h in k in g t h e s e e f f o r tsa r e n o t a g o o d u s e o f r e so u r c e s . W h e n e n g i n e e r s f o c u s o nth e i r l e a s t p r e f e r r e d s u p p l i e r , h o w e v e r , d i f f e r e n t f a c to r se m e r g e a s r e l a t e d t o s a t i s f ac t i o n . T e c h n o lo g i c a l l e a d e r s h ipr e m a i n s a n i m p o r t a n t d e t e r m i n a n t o f s a ti s fa c t io n , s o t h a ta s l e a d e r s h ip d e c r e a s e s s a t i s f a c t i o n a l s o d e c r e a s e s .I n a d d i t i o n , e n g in e e r s a l s o f o c u s o n t h e s u p p l i e r ' s a b i l-i t y t o p r o v i d e a c o m p e t i t iv e a d v a n t a g e t o t h e c o m p a n y a n di ts sens i t iv i ty to ope ra t ion a l conc e rns . I t was a s i f eng inee r sw i l l p u t u p w i th s u p p l i e r s t h a t f a l l s h o r t o n o th e r d ime n -s i o n s o f q u a l it y i f th e y p r o v i d e a c o m p e t i t iv e a d v a n t a g e o ra d j u s t to o p e r a t io n a l p r o b l e m s . L e a s t p r e f e r r e d s u p p l i er st h a t f a ll s h o r t i n t h e s e a r e a s a r e m o r e l i k e ly t o e v o k e l o wsatisfaction ra t ings re la t iv e to oth er least pref erred suppliers .

P u r c h a s i n g p e r s o n n e l f o c u s i n g o n t h e i r m o s t p r e f e r r e ds u p p l i e r r e l a t e d s a t i s f a c t i o n ra t i n g s m o s t t o t h e s u p p l i e r 's

3 6 4


7/10

T h e m o s t i m p o r ta n t d i m e n s i o n s o f q u a l it yv a r y b e t w e e n f u n c t i o n a l a r e a s .

T A B L E 3I m p a c t o f Q u a l i t y F a c t o rs o n C u s t o m e rS a t i s fa c t io n b y F u n c t i o n a l A r e a a n d S u p p l i e r T y p eFac tor B-coeff. SE B T Sig TEngineers: m ost preferred supplier Adj. R2:0.22725

Technological leadership 0.573060 0.122620 4.673 0.0000C o m p e ti ti ve a d v a n t a g e 0.084125 0.131598 0.639 0.5233Responsive day-to-day -0. 07545 9 0.083851 -0 .9 00 0.3692Distribution services -0.12022 6 0.057874 -2.07 7 0.0389Technica l resources/exp. -0.014863 0.058436 -0. 254 0.7995Sensitive to operations 0.109500 0.084549 1.295 0.1966

Engineers: least preferred supplier Adj. R2:0.28778Technological leadership 0.272538 0.113375 2.404 0.0171Compet it ive advantage 0.269377 0.127246 2.117 0.0354Responsive day-to-day 0.005221 0.113510 0.046 0.9634Distribution services -0.0 59327 0.084113 -0 .7 05 0.4814Technica l resources/exp. 0.092751 0.080531 1.152 0.2507Sensitive to operations 0.214398 0.094417 2.271 0.0242

Purchasing: most preferred supplier Adj. R2:0.24406Technologica l leadership 0.039049 0.163442 0.239 0.8115Compet it ive advantage 0.587548 0.191876 3.062 0.00 26Responsive day-to-day -0.1 25584 0.132553 -0. 947 0.3450Distribution services 0.095457 0.069578 1.372 0.1723Technica l resources/exp. 0.048824 0.073700 0.662 0.5088Sensitive to operations -0.061999 0.138220 -0. 449 0.6544

Purchasing: least preferred supplier Adj. R2:0.26070Technologica l leadership 0.324567 0.165560 1.960 0.0520Com pet itive advantage 0.165146 0.171433 0.963 0.3371Responsive day-to-day -0.1 5505 6 0.161502 -0 .9 60 0.3387Distribution services -0.063995 0.093790 -0.682 0.4962Technica l resources/exp. 0.361638 0.101391 0.3567 0.0005Sensitive to operations -0.0 2166 5 0.143026 -0. 151 0.8798

Manufacturing: most preferred supplier Adj. R2:0.13584Technological leadership 0.123783 0.248971 0.497 0.6240Com pet itive advantage 0.189407 0.379159 0.500 0.6224Responsive day-to-day -0. 36327 5 0.350346 - 1.037 0.3110Distribution services -0. 00559 8 0.251580 -0 .0 22 0.9824Technica l resources/exp. 0.199464 0.213524 0.934 0.3604Sensitive to operations 0.253985 0.269623 0.942 0.3564

Manufacturing: least preferred supplier Adj. R2:0.23794Technological leadership 0.374747 0.330125 1.135 0.2691Compet it ive advantage -0.7500 71 0.426415 - 1.759 0.0931Responsive day-to-day 0.389987 0.408366 0.955 0.3504Distribution service s -0. 311 557 0.297925 - 1.406 0.3076Technica l resources/exp. 0.378933 0.195598 1.937 0.0663Sensitive to operations 0.121876 0.305239 0.399 0.6937

Corporate: most preferred supplier Adj. R2:0.58024Technologica l leadership -0. 599 767 0.367975 - 1.630 0.1215C o m p e ti ti ve a d v a n t a g e 0.576908 0.544950 1.059 0.3046

(Continued)

T A B L E 3C o n t i n u e dFactor B-coeff. SE B T Sig T

Responsive d ay-to-day 0.879440 0.308787 2.848 0.111Distribution services -0. 41783 9 0.186673 -2 .2 38 0.0389Technica l resources/exp. 0.013755 0.146886 0.094 0.9265Sensitive to operations 0.167648 0.283596 0.591 0.562 2

Corporate: least preferred supplier Adj. R2:0.12826Technological leadership -0.292044 0.530959 -0. 550 0.5899Com pet itive advantage 0.393346 0.392937 1.0 01 0.3317Responsive d ay-to-day 0.133352 0.538474 0.248 0.8076Distribution services 0.282606 0.309105 0.914 0.3741Technica l resources/exp. -0.078591 0.313894 -0. 250 0.8055Sensitive to operations 0.266098 0.283912 0.937 0.3626

a b i l i t y t o p r o v i d e a c o m p e t i t i v e a d v a n t a g e . A s l o n g a s p e r -f o r m a n c e i s g o o d a c r o s s f a c to r s , p u r c h a s i n g p e o p l e a re m o r es a t is f ie d w i t h s u p p l i e r s th a t c a n h e l p i m p r o v e t h e c o m p a n y ' sp o s i t i o n i n th e m a r k e t . W h e n f o c u s i n g o n t h e ir l e a st p r e -f e rr e d c u s t o m e r , h o w e v e r , p u r c h a s i n g p e o p l e a r e m o r e c o n -c e r n e d w i t h t e c h n o l o g i c a l l e a d e r s h i p a n d w i t h t h e s u p p l ie r ' st e c h n i c a l r e s o u r c e s a n d e x p e r t i se . L e a s t p r e f er r e d s u p p l i e r st h a t s c o r e w e l l i n t h e s e a r e a s a r e l i k e l y t o r e c e i v e h i g h s a t i s -f a c t i o n r a t i n g s , r e l a t iv e t o l e a s t p r e f er r e d s u p p l i e r s t h a t d on o t p e r f o r m i n t h e s e a r e a s .

R e s u l t s f o r m a n u f a c t u r i n g a n d c o r p o r a t e p e r s o n n e l w h e nf o c u s e d o n t h e i r m o s t a n d l e a s t p re f er r e d s u p p l i e r s w e r el e s s r e v e a l i n g , c a u s e d i n p a r t b y t h e r e l a t iv e l y s m a l l p r o p o r -t i o n o f r e sp o n s e s t h e y r e p r e s e n te d . W h e n m a n u f a c t u r i n gp e o p l e w e r e f o c u s e d o n t h e i r m o s t p r e f er r e d s u p p l ie r , f o re x a m p l e , n o n e o f t h e q u a li t y f a c to r s h a s a s t r o n g a s s o c i a -t i o n w i t h s a t i s fa c t i o n . F o r c o r p o r a t e p e r s o n n e l , h o w e v e r ,t h e r e i s a s i g n i f i c a n t l i n k f r o m s a t i s f a c t i o n t o r e s p o n s i v e -n e s s t o d a y -t o -d a y i s s u e s a n d d i s tr i b u t io n s e r v i c e s . W h e np e r f o r m a n c e i s g o o d , c o r p o r a t e p e r s o n n e l a r e m o r e s a t is f ie dw i t h s u p p l i e r s th a t a r e r e s p o n s i v e t o d a y - t o - d a y i s s u e s t h a nw i t h o t h e r s u p p l i e r s . A t t h e s a m e t i m e t h e y a r e l e s s s a t-i s fi e d w i t h s u p p l i e r s t h at e m p h a s i z e d i s t ri b u t i o n s e r v i c e s ,i n a m a n n e r s i m i l a r t o e n g i n e e r s . T h i s m i g h t b e c a u s e db y th e t e n d en c y o f m a n y h i g h t e c h n o l o g y c o m p a n i e s t op o p u l a t e s e n i o r m a n a g e m e n t r a n k s w i t h e n g i n e e r i n g p r o f e s -s i o n a l s .

W h e n f o c u s i n g o n t h e i r le a s t p r e fe r r ed s u p p l i e r , m a n u f a c -t u r i n g p e r s o n n e l s h o w a p a r t i a l l y s i g n i f i c a n t r e l a t i o n s h i p

3 6 5


8/10

b e t w e e n s a t is f a ct i o n a n d c o m p e t i t iv e a d v a n t a g e a n d t e c h -n i c a l r e s o u r c e s a n d e x p e r t i s e . T h e y g iv e l o w e r s a t i s f a ct i o nr a t in g s t o s u p p l i e r s t h a t p e r f o r m p o o r ly i n p r o v id in g t e c h -n i c a l r e s o u r c e s a n d e x p e r t i s e , b u t a t t e n u a t e t h e i r d i s s a ti s -f a c ti o n w h e n t h e s u p p l i e r c a n p r o v i d e th e c o m p a n y w i t ha c o mp e t i t i v e e d g e . N e i t h e r e f f e c t i s s t ro n g . F o r c o r p o r a t ep e r s o n n e l f o c u s in g o n t h e i r l e a s t p r e f e r r e d s u p p l i e r , n o n eo f t h e q u a l i t y f a c to r s h a s a s t r o n g r e l a t i o n s h ip w i th s a t is -f ac t ion .D I S C U S S IO N A N D C O N C L U S I O N S

T h e p u r p o s e o f th i s s t u d y w a s t o d e v e lo p a n d t e s t a f r a me -w o r k f o r a s s e s s in g i n d u s t r i a l b u y e r s ' p e r c e p t i o n s o f q u a l -i t y a n d t h e i r r e l a t i o n s h ip t o s a t i s fa c t i o n . I t r e p r e s e n t s o n eo f t h e f e w a t t e m p t s t o o u t l i n e a m e t h o d o l o g y t o b e t t e r u n -d e r s t a n d c u s t o m e r s a t i sf a c ti o n f r o m t h e p e r s p e c t i v e o f i n-d u s t r i a l b u y e r s .W e h a d e x p e c t e d t h a t b o t h p e r c e p t i o n s o f q u a l i t y a n do v e r a l l s a ti s f a c t io n w o u ld v a r y a c r o s s o r g a n i z a t i o n a l f u n c -t i o n s , b u t t h e o v e r a l l l e v e l o f s a ti s f a c t io n d id n o t v a r y a se x p e c t e d . T h e c a u s e f o r t hi s i s m o s t l i k e l y t h e m e t h o d b yw h i c h c u s t o m e r s a t is f a ct i o n w a s a s s e s s ed . A s i n g l e -i t e mm e a s u r e w a s e m p l o y e d t h a t r e q u i r ed r e s p o n d e n t s t o i n d i-c a t e d i r e c t l y t h e i r o v e r a l l l ev e l o f s a t is f a c t io n . T h i s p r o c e -d u r e o f t e n e li c it s a t e n d e n c y b y r e s p o n d e n t s t o r e g r e ss t ot h e m e a n o f th e s c a l e , a n d b e c a u s e s u c h a t e n d e n c y i s c o m -m o n to mo s t p e o p l e , t h e d i f f e re n c e i n b u y e r r e s p o n s e s a c r o s sd i f f e r e n t f u n c t i o n a l a re a s w o u ld n o t b e a s p r o n o u n c e d . T h i sa r t if i c ia l s im i l a r i t y i n s a t i s f a c t i o n l e v e ls a c r o s s f u n c t i o n a lg r o u p s i s l i k e ly t o o c c u r i n a n y s t u d y u s in g a s i n g l e - i t e mm e a s u r e o f s a t i sf a c ti o n a n d m a y m i s l e a d i n d u s t r ia l m a r -k e t e rs a s t o t h e e f fe c t iv e n e s s o f t h e i r q u a l i t y i m p r o v e m e n tp r o g r a m s . M a n a g e r s m a y f i n d , f o r e x a m p l e , s i m i l a r l e v el so f s a t is f a c t io n f o r e n g in e e r s a s f o r p u r c h a s in g p e r s o n n e l ,a n d c o n c l u d e i n c o r r e c t l y th a t th e m a r k e t i n g a p p r o a c h t ot h e t w o a r e a s s h o u l d f o c u s o n t h e s a m e q u a l i ty d i m e n s i o n s ,w h e n i n r e a l it y t h e a r e a s u s e d i f fe r e n t d i m e n s i o n s i n a s -s e s s in g q u a li t y . W h e n i n t e g r a t i n g c u s to m e r s a t i s fa c t io n r e -s e a r c h i n to q u a l i t y imp r o v e m e n t p r o g r a ms , ma n a g e r s s h o u ldin s i s t t h a t mu l t i p l e me a s u r e s o f s a t i s f a c t i o n b e u s e d .

T h e l e v e l o f s a t is f a c t i o n d id v a r y s i g n i f i c a n t l y b e tw e e nmo s t a n d l e a s t p r e f e r r e d s u p p l i e r s , s h o w in g t h a t i n d u s t r i a lb u y e r s ma k e s h a r p d i s t i n c t i o n s i n t h e i r s a t i s f a c ti o n r a t in g sb e tw e e n s u p p l i e r s . T h i s f i n d in g h a s imp l i c a t i o n s f o r t h ec r i t e ri a u s e d b y i n d u s t ri a l b u y e r s w h e n e v a l u at i n g v e n d o rp e r f o r m a n c e . I t a p p e a rs t h a t b u y e r s m a y e m p l o y d i f fe r e n tc r i t e r ia o r w e i g h t h e s a m e c r i t e ri a d i f f e re n t l y w h e n e v a lu -a t in g d i f f e re n t v en d o r s . T h e d i m e n s i o n s o f q u a l i ty u s e d b y

i n d u s t ri a l b u y e r s , a n d t h e i r i n f l u e n c e o n c u s t o m e r s a t is -f a c t i o n , w e r e a l s o f o u n d t o v a r y a c r o s s o r g a n i z a t i o n f u n c -t i o n s . A l th o u g h a ll s i x f a c to r s o f q u a l i t y w e r e f o u n d a c r o s sf u n c t i o n s , t h e f a c to r s mo s t s t r o n g ly r e l a t e d t o b u y e r s a ti s -f a c t i o n d i f f e re d f o r t h e f o u r f u n c t i o n a l a r e a s . T h i s f i n d in gs u g g e st s t h a t m u l t i p l e d e c i s i o n p a r ti c ip a n t s f r o m t h e s a m eb u y i n g o r g a n i z a t i o n s h o u l d b e m e a s u r e d i n o r d e r t o g e ta m o r e a c c u r a t e v i e w o f o r g a n i z a t i o n a l s a t i s fa c t i o n .I n a d d i t i o n , t h e r e w e r e s o m e d i f f e re n c e s i n t h e u n d e r l y -i n g q u a l i t y d im e n s io n s t h a t a f f e c t s a t i s fa c t i o n f o r th e m o s ta n d l e a s t p r e f e r r e d s u p p l i e rs a c r o s s f u n c t i o n s . T h e s e r e s u lt ss u g g e s t t h a t f u n c t i o n a l a r e a s h a v e d i f f e r e n t f a c to r s t h a t d e -t e r m in e t h e i r s a t i s f a c t i o n w i th d i f f e r e n t s u p p l i e r s , a n d t h a tt h e c r i t e r i a u s e d t o e v a l u a t e p e r f o r m a n c e m a y a l s o d i f fe rb e tw e e n s u p p l ie r s . E n g in e e r s , f o r e x a mp le , b a s e t h e i r s a ti s -f ac t ion wi th the i r mo s t p re fe r red supp l ie r on d i f f e ren t c r i te r iat h a n f o r t h e i r l e a s t p r e f e r r e d s u p p l i e r , a n d t h e y u s e d i f f e r -e n t c r i t e ri a w i t h s u p p l i e r s t h a n p u r c h a s i n g o r m a n u f a c t u r -i n g p e rs o n n e l . T h e r e s e e m s t o b e n o s t a n d a r d s e t o f q u a l-i t y d i m e n s i o n s t h a t s u p p l i e r s c a n s p e c i f y a p r i o r i b e c a u s ei t i s t h e c u s t o m e r t h a t d e t e r m i n e s w h i c h q u a l i t y d i m e n -s i o n s a r e i m p o r t a n t . T h i s s u g g es t s t h a t r e g u l a r m o n i t o r i n ga n d m e a s u r e m e n t o f c u s t o m e r p e r c ep t i o n s o f q u a li ty a n ds a t i s f a c t i o n a r e r e q u i r e d . Mo r e imp o r t a n t l y , f i r ms s h o u ldb e s u r e t o m e a s u r e s a t i s f a c ti o n w i th b u s in e s s p r a c t i c e s a n dn o t j u s t w i t h p r o d u c t p e r f o r m a n c e o r f e a tu r e s , s i n c e in i n -d u s t ri a l m a r k e t s t h e c u s t o m e r s e x p e r i e n c e t h e f ir m ' s to t a lma r k e t o f f e r i n g , n o t j u s t t h e p r o d u c t .A s i t p e r t a in s t o t h e q u a l i t y f a c to r s i d e n t i f i e d a n d t h e i re f f e c t , i t i s i n t e r e s t i n g t h a t t e c h n o lo g i c a l l e a d e r s h ip w a sf o u n d t o b e m o s t i m p o r t a n t p r i m a r i l y f o r e n g i n e e r s . A ne m p h a s i s b y e n g i n e e r s o n t e c h n o l o g i c a l l e a d e rs h i p i s i ni t s e l f n o t s u r p r i s i n g , b u t i t is s u r p r i s i n g i n c o m p a n ie s i n -v o l v e d in h i g h - t e c h n o l o g y p r o d u c t s , w h e r e o n e w o u l d e x -p e c t t e c h n o l o g i c a l l e a d e r s h i p t o b e i m p o r t a n t t o a ll f u n c -t i o n a l a r e a s , a n d t h u s n o t a d i s t i n g u i s h in g c h a r a c t e r i s t i co f a n y s i n g le a re a . T h e e m p h a s i s b y e n g i n e e r s o n t e c h n o -l o g ic a l a c h i e v e m e n t s m i g h t b e c a u s e d b y t h e i r r e l y i n g o ne x t e r n a l s t a n d a r d s o f p e r f o r m a n c e a n d a b e l i e f t h a t t h ea g g r e g a t e ma r k e t i s a n a d e q u a t e j u d g e o f a s u p p l i er 's p o t e n -t i a l. I t m ig h t a l s o b e c a u s e d b y p r e s s u r e w i th in t h e p r o f e s -s i o n a l e n g i n e e r i n g c o m m u n i t y a t l a r g e ( e v e n a c r o s s o r -g a n i z a t i o n a l b o u n d a r i e s ) t o u p h o ld p r o f e s s io n a l s t a n d a r d sb y g iv in g b u s in e s s o n ly t o " t e c h n o lo g i c a l l y a d v a n c e d " s u p -p l ie r s .

P u r c h a s i n g p e r s o n n e l , i n c o n t r a s t, f o c u s e d o n t h e s u p -p l i e r ' s a b i l i t y t o p r o v id e c o mp e t i t i v e a d v a n t a g e a n d t e c h -n i c a l r e s o u r c e s a n d e x p e r t i s e , a n d t o a l e s s e r e x t e n t o n t e c h -n o lo g i c a l l e a d e r s h ip . T h i s r e f le c t s t h e c u r r e n t t r e n d t o h o ld

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D i s tr ib u t io n s e r v i c e s a r e n o t i m p o r t a n tt o a l l b u y e r s .

p u r c h a s i n g d e p a r t m e n t s a c c o u n t a b l e f o r b o t t o m l i n e c o n -t r i b u ti o n s t h r o u g h t h e i r s o u r c i n g d e c is i o n s , a n d t h e e m -p h a s i s b y al l f u n c t i o n a l a r e a s to m a k e t h e f i r m m o r e c o m -pe t i t ive .

A n i n t e r e s t i n g f i n d in g w a s t h e n e g a t i v e e f f e c t t h a t e m -p h a s i z in g d i s t r i b u t i o n s e r v i c e s h a s o n t h e s a t i s f a c t i o n o fe n g in e e r s a n d c o r p o r a t e p e r s o n n e l . T h i s w a s a n u n e x p e c t e df in d in g g iv e n t h e c o n t i n u in g e m p h a s i s o n j u s t - i n - t ime p r a c -t i c e s a n d t h e g r o w in g imp o r t a n c e o f d i s t r i b u t io n i n t h e ma r -k e t in g m i x . T h e f i n d in g s a r e b e s t s e e n as a r e m i n d e r t oin d u s t r i a l ma r k e t e r s t h a t a l t h o u g h h a v in g f l e x ib l e a n d a d -v a n c e d d i s t r i b u t io n s e r v i c e s i s a n im p o r t a n t a s p e c t o f p r o d -u c t q u a l i t y , i t i s n o t a s u b s t i t u t e f o r p r o d u c t p e r f o r ma n c ea n d t h e a b i l i ty t o p r o v id e c o m p e t i t i v e s o lu t i o n s to c u s to m e rp r o b l e m s .

T h e e f fe c ts o f p e r c e i v e d q u a l i ty d i m e n s i o n s o n t h e s a t is -f a c ti o n o f i n d u s t ri a l b u y e r s w e r e o n l y m o d e r a t e l y s i gn i fi -c a n t . T h e a b i l it y o f th e r e g r e s s i o n m o d e l s t o c a p t u r e t h ed e g r e e o f e x p l a i n a b l e v a r i a n c e w a s n o t c o n s i s t e n t a c r o s sf u n c t i o n a l g r o u p s , a n d w a s r e l a t iv e ly l o w b a s e d o n a d j u s t e dR 2 . H o w e v e r , t h e r e s u l t s d o r e v e a l t h e e m p h a s i s o f d i ff e r -e n t f u n c t i o n a l g r o u p s a n d h a v e h ig h f a c e v a li d i ty i n e x p l a in -i n g t h e imp a c t o f q u a l i t y o n i n d u s t r i a l b u y e r s a t i s f a c t i o n .O n e p o s s ib l e r e a s o n f o r th e l a c k o f c o n s i s t e n c y a c r o s s f u n c -t i o n s a n d t h e m o d e r a t e r e s u lt s ma y l ie i n t h e c r o s s - s e c ti o n a ln a t u r e o f th e d a t a a n d t h e u s e o f a s i n g l e g l o b a l m e a s u r eo f c u s t o m e r s a t is f a ct i o n .Th is s tudy represen ts a fi r s t a t temp t a t deve lop ing a f r ame-w o r k t h a t c o m b i n e s i n t e r n a l a n d e x t e r n a l fa c t o r s a n d t h a ti n d u s t ri a l m a r k e t e r s c a n u s e t o e v a l u a t e t h e i m p a c t o f t h e i rqua l i ty e ffort s . A bas ic con ten t ion of the a r t ic le i s suppor ted :t h a t i n t ry i n g t o u n d e r s t a n d i n d u s t r i a l b u y e r p e r c e p t i o n so f q u a l it y a n d s a t is f a c ti o n o n e h a s t o l o o k a t t h e b u y i n gg r o u p , n o t j u s t t h e p u r c h a s i n g p r o f e s s i o n a l . Y e t o n e o f th el imi t a t i o n s o f t h e s t u d y i s t h a t o r g a n i z a t i o n a l f u n c t i o n o n lys e r v e s a s a p r o x y f o r t h e i n d u s t r i a l b u y in g g r o u p . T o f u l l yu n d e r s t a n d i n d u s t ri a l b u y e r b e h a v i o r , t h e g r o u p d e c i s i o n -m a k i n g p r o c e s s w i t h i n f ir m s m u s t a l s o b e e x a m i n e d . A s e c -o n d l i m i t a ti o n i s t h a t t h e p r o p o s e d c a u s a l s t r u c t u r e o f t h em o d e l r e q u i r e s a t r u e c a u s e a n d e f f e c t m e t h o d o l o g y s u c ha s s t r u c t u r a l e q u a t i o n s t o a c c u r a t e l y c a p t u r e t h e e x p l a n a -t o r y a n d p r e d i c t i v e n a t u r e o f th e i n d u s t ri a l b u y e r s a t is f ac -

t i o n f r a me w o r k . A t h i rd l im i t a ti o n i s t h a t o n ly c u r r e n t b u y e r so f s e m i c o n d u c t o r s a r e s u r v e y e d . F i r m s t h a t u s e t h i s a p -p r o a c h s h o u l d i n c l u d e r e s p o n s e s f r o m c u r r e n t c u s t o m e r s ,r e p e a t b u y e r s , n e w c u s t o m e r s , a n d c u s t o m e r s l o st to c o m -p e t i t i o n i n o r d e r t o h a v e r e s u l t s t h a t a r e m o r e r e v e a l i n g t oth e i r s p e c i f i c s i tu a t i o n . O n e l a s t lim i t a t i o n i s t h e f o c u s o n lyo n b u y e r s o f s e m i c o n d u c t o r s . A l t h o u g h t h e i n v e s t ig a t io nm e t h o d i n F i g u r e 2 c a n b e a p p l i e d a c r o s s i n d u s t r i e s a n dc o mp a n ie s , t h e f i n d in g s f r o m th i s s t u d y s h o u ld n o t b e g e n e r -a l i z e d t o b u y e r s o u t s i d e t h o s e r e g u l a r l y a c t i v e i n t h e p u r -c h a s e o f s e m i c o n d u c t o r s .

D e s p i t e t h e s e l im i t a t io n s , t h e p r o p o s e d f r a m e w o r k p ro -v id e s i n d u s t r i a l ma r k e t e r s a t o o l w i th w h ic h t o l i n k c u s -t o m e r p e r c e p t i o n s o f q ua l it y , c u s t o m e r s a t i s fa c t io n , a n dd e s i r e d c u s t o m e r b e h av i o r , a n d i t pu t s t h e m a n a g e r i n ab e t t e r p o s i t i o n t o a l l o c a t e r e s o u r c e s s o a s to h a v e t h e b ig -g e s t imp a c t o n m a x imiz in g c u s to m e r s a ti s f ac t io n a n d r e t e n -t i o n . F u tu r e r e s e a r c h s h o u ld a t t e mp t t o v a l i d a te th i s mo d e lu s in g a c tu a l b u y in g g r o u p s a c r o s s a v a r i e ty o f i n d u s t r i a lp r o d u c t s a n d s e r v i c e s . In a d d i t i o n , f u tu r e te s t s o f t h e mo d e ls h o u l d i n c o r p o r a t e t h e f i rm ' s e c o n o m i c p e r f o r m a n c e a s af o u r t h c o m p o n e n t t o t e s t t h e v a li d it y o f t h e c o m p l e t e m o d e lo f i n d u s t r i a l b u y e r s a t i s f a c t i o n .

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Assessing Industrial Buyers Perceptions of Quality