Application of multi-based Quality Function Deployment (QFD) model to improve halal meat industry

Vanany, Iwan, Maarif, G and Soon, Jan Mei orcid iconORCID: 0000-0003-0488-1434 (2019) Application of multi-based Quality Function Deployment (QFD) model to improve halal meat industry. Journal of Islamic Marketing, 10 (1). pp. 97-124. ISSN 1759-0833

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Purpose: Halal food market has grown significantly over the years. As consumers are becoming more aware of the significance of halal food products and certification, food industries will benefit from a model that controls and assure halal food production. Quality Function Deployment (QFD) is a tool to support product design and improving food quality systems. Thus, it is the aim of this study to propose a multi-phased QFD model to identify key processes and prioritise programmes to improve halal food production.
Methodology: The matrix in the first phase was designed using the halal assurance system (HAS) requirements and the set of production process. The relationships between HAS requirements and a set of halal critical factors (i.e. raw material (chicken), workers, procedures & documentation, equipment, and premises) were established in the second phase. In the final phase, potential problems and improvement programmes arising under each critical halal phase were identified. The
QFD model was developed and applied in a chicken processing plant in Indonesia.
Findings: In Matrix 1 – slaughtering, meat processing and meat delivery were identified as the key process whilst equipment, procedures & documentation and workers were determined as the most critical halal factors in Matrix 2. The final phase of the QFD approach assisted the chicken processing plant in reducing potential issues by identifying key improvement programmes. The prioritization of improvement programmes also supports the company in decision-making and to allocate their resources accordingly.
Practical implications: The multi-phased QFD model can be designed and adapted to specific food industry. It can be used to assure halal food production and informs food industry which area to prioritise and to allocate resources accordingly. The improvement of halal food production will assist food companies to target and access international markets.
Originality: This study proposed a new multi-phased QFD model that can be used as a halal food assurance and prioritisation tool by the food industry. This model will benefit food industry intending to implement halal assurance scheme in their process, halal auditors and policy makers.

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