Distribution of Customer Perception Information within the Supply Chain

Robert Schmitt
RWTH Aachen University, Germany

Bastian Quattelbaum
RWTH Aachen University, Germany

Bj?rn Falk
RWTH Aachen University, Germany

The purpose of the paper is the elicitation of customers’ perception information regarding consumer goods within different levels of accuracy. In the industry for consumer goods many efforts are carried out for the elicitation of customer information, but a systematic preparation and distribution of the gathered information is missing. Information with different level of accuracy circulates within a company but is not centralized for corporate use. Based on a proposed holistic framework for objectifying customer information for supply chains’ product specifications study procedures have been developed and corresponded studies were conducted. The results show that a gradual approach objectifies customers’ perception. Products can be divided into sub-elements by identifying perception clusters and quality attributes. First correlations between customers’ judgment and characteristics of quality attributes can be shown.

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