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Abstract

In this study, quality function deployment (QFD) and gray relational analysis (GRA) were combined to develop a gray QFD approach to determine the techniques for improving the Chinese guanxi quality (CGQ) of ocean freight forwarders in Taiwan. The first step was to identify the consignors’ needs and technical requirements of improving the CGQ. Then, a relationship matrix was constructed to link technical requirements and consignor’s CGQ needs based on cross-functional expertise. Finally, the grey relational analysis was employed to determine the execution priority of technical requirements. The results revealed that the top five technical requirements to improve the CGQ with consignors are as follows: find a common topic, listen to customers’ needs, greet each other regularly, meet for pleasurable meals, and participate in customers’ social and business events. Furthermore, recommendations regarding the top five technique solutions are presented in this paper.

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