A quality function deployment framework for service strategy planning |
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| Institution: | 1. School of Economics, Aristotle University of Thessaloniki, Thessaloniki, Greece;2. School of Social Sciences, Hellenic Open University, Patra, Greece;3. Department of Business Administration, Behavioral Engineering & Analytics for Marketing Management Laboratory, University of Macedonia, Thessaloniki, Greece;4. Department of Business Administration, Quantitative Methods and Decision Analytics Laboratory, University of Macedonia, Thessaloniki, Greece;5. Department of Business Administration, Business Excellence Laboratory, University of Macedonia, Thessaloniki, Greece;1. Department of Transportation and Logistics Management, National Yang Ming Chiao Tung University 4F, 118 Chung Hsiao W. Rd., Sec. 1, Taipei, 10012, Taiwan;2. Department of Transportation and Logistics Management, National Yang Ming Chiao Tung University, Assembly Building 1, 1001 Daxue Rd., East Dist., Hsinchu, 30010, Taiwan;1. Department of Industrial Engineering, Ferdowsi University of Mashhad, Iran;2. College of Management Science, University of Massachusetts, Boston, USA;1. College of Economics and Management, China Agricultural University, 17 Qinghua E Rd, Haidian District, Beijing, PR China;2. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, 100872, PR China;1. School of Business, Korea University, 145 Anam-ro, Seongbuk-gu, Seoul, 02841, Republic of Korea;2. Product Development Team, BC Card Co., Ltd., 170 Eulji-ro, Jung-gu, Seoul, 04548, Republic of Korea;3. Department of Business Administration, Gyeongsang National University, 501 Jinju-daero, Jinju, Gyeongnam, 52828, Republic of Korea;1. International University of Monaco, 2 Avenue Albert II, 98000, Monaco, Monaco;2. NEOMA Business School, Rue du Marechal Juin, 78625, Mont-Saint-Aignan, France;3. Hanken School of Economics, P.O. Bos 479, 00101, Helsinki, Finland |
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| Abstract: | This research introduces a Quality Function Deployment (QFD) decision framework for orchestrating and aligning quality management and services marketing efforts for effective service strategy planning. Specifically, a 3-phased QFD framework is presented, emphasizing the implications of the “Voice of the Customer” in defining service quality and delivering customer value, while interpreting it into a set of prioritized strategies to guide service design activities. Method wise, an extended methodological approach is employed, the QFD-LP-GW-Fuzzy AHP (Linear Programming method to Generate Weights in the Fuzzy Analytic Hierarchy Process), to capture and rank more accurately uncertain and subjective judgments. The application of the proposed framework is discussed within the financial sector. Essentially, this study contributes to the literature by streamlining and simplifying marketing strategy planning decisions with a novel QFD factual approach that aligns customer requirements with service organizations’ market positioning and tactics. |
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| Keywords: | QFD Fuzzy-AHP Multicriteria decision making Service quality Value co-creation Marketing mix |
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