A grey evaluation model of quality competitiveness based on customer value

Customer value is a fundamental source for a company to survive and gain competitive advantage. Companies can gain competitive advantage only when they deliver superior customer value to their customers through superior quality. Therefore, quality competitiveness is a key for a company to generate its strategies and product development. From customer value perspective, this paper provides a model in which quality competitiveness is measured in terms of product quality, service quality, customer relations, and perceptive value. It uses a multi-level indicator system to present product quality competitiveness. A grey coefficient matrix is generated to comprehensively evaluate quality competitiveness of a product, so that it can be used to optimize a product design and evaluate alternatives of product schemes. It can also be used to give directions to a company for continuous improvement.