Mémoire de Master

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    THE IMPACT OF CUSTOMER INTEGRATION ON AESTHETIC AND PERFORMANCE QUALITY IN THE NEW PRODUCT DEVELOPMENT PHASE CASE STUDY: SARL WAFA
    (Ecole des Hautes Etudes Commerciales, 2025-06) KADDECHE, Abir; ABABSA, Boutheyna; BOUDJENANA, Keltoum (Directeur de thèse)
    Due to the intensity of competition and the growing variety of product alternatives available to the consumer, it has become necessary for organizations to differentiate their products, whether through quality or price. To achieve this, many companies are integrating customers into the new product development phase to better understand their needs and preferences. They aim to build strong communication and collaboration with customers in the early phase to enhance the quality of their product. According to JURAN quality is considered a key factor in a company’s development, as it reflects organization's ability to meet customer expectations more effectively. In this context, customer integration plays a crucial role. By involving customers in the product development process, companies can gain deeper insights into the market requirements, which can lead to improvements in both the performance and aesthetic quality of the final product. Through our study, we seek to understand the extent to which customer integration in the new product development stages affects the quality of the final product, particularly in terms of performance and design. WAFA Company was selected as the subject of this study as it is a long-standing partner known for its efforts to involve customers in order to deliver high-quality products.