Market-driven Product and Service Design

(A case study of marketing in Yemen towards bridging the gap between

customer needs, quality management, and customer satisfaction)

Abstract
Bridging the gap between a firm's internal quality improvements and external
measures of customer needs and satisfaction is an important yet complex
translation process. The process has traditionally been studied within two very
different domains. An external focus on customers has been the domain of
marketers. Manufacturing and marketing-based approaches to quality
management in marketing and improvement have traditionally taken a more
internal, process improvement focus. Both areas have recognized the need to
broaden their focus and bridge the gap between internal quality and external
customers needs and satisfaction. This paper offers a framework to integrate
these two domains. A case study is presented to demonstrate the usefulness of
an integrated approach.

1. Introduction
2. An extension of the quality function deployment approach
2.1. Means–end theory
2.2. The customer satisfaction concept
2.3. The extended quality function deployment approach
3. Market-driven product and service design at Yemeni markets
3.1. Identifying customer needs
3.2. Creating services
3.3. Measuring customer satisfaction
4.Conclusion and Implications for futures studies