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A quality function deployment framework for service strategy planning
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DOI：10.1016/j.jretconser.2023.103343.png)
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Abstract
En 中文
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 frame-work 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.
Keywords:
QFD
Fuzzy-AHP
Multicriteria decision making
Service quality
Value co-creation
Marketing mix
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