Improving service quality using quality function deployment: The air cargo sector of China airlines

Recent-rising crude oil prices have impacted on the development of the air-freight industry making improved service quality and competitiveness— pressing issues for management. To examine the performance of China Airlines this paper employs quality function deployment to integrate inside quality technology and the voice of outside consumers, and using “House of Quality” charts, illustrates the company's performance in terms of service and offer suggestions for improvement. The conclusion shows, in terms of outside consumer voice, the three main factors demanding improvement and the three in greatest need of improvement regarding quality technology.