Title: Identifying and improving customer preferences of frozen tuna for the export market

Authors: Elia Oey; Pande Putu Maharani Puspitasari; Fransiska Fransiska; Johanes Ronaldy Polla

Addresses: International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia

Abstract: Understanding customers' needs is crucial. This is even more important for global markets and when the products need a special supply chain such as frozen tuna. Indonesia plays an important role in the global tuna market. To maintain that position, it is important for Indonesian tuna exporters to understand their consumers' needs. This research used a combination of literature study and brainstorming with tuna experts to generate export customer attributes, called TunaQual. The study used a frozen tuna exporter in Jakarta Port as a showcase on how improvement can be conducted. It assessed the performance of the company against other Indonesian tuna suppliers using simultaneous importance performance analysis (SIPA) and quality function deployment (QFD). Action plans to improve current marketing and operation of the company were then generated. In addition, 23 attributes categorised under six groups was proposed as TunaQual, which should give guidelines for Indonesian frozen tuna exporters in general.

Keywords: customer attributes; frozen tuna; TunaQual; quality function deployment; QFD; simultaneous importance performance analysis; SIPA.

DOI: 10.1504/IJPQM.2023.132831

International Journal of Productivity and Quality Management, 2023 Vol.39 No.4, pp.512 - 535

Received: 14 Jul 2021
Accepted: 12 Aug 2021
Published online: 11 Aug 2023 *

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