Integrating the Voice of the Customer into New Service Development: A QFD/SERVQUAL Approach
Presentation
Overview
Overview
Description
This paper presents a systematic approach for developing new services and service processes by integrating the voice of the customer (VOC) using SERVQUAL and Quality Function Deployment. By quantifying the VOC and prioritizing customer demands, companies can identify significant factors influencing service quality and operationalize these prioritized factors into service improvement strategies. With a focus on the restaurant industry, the study uses pre- and post-service surveys to classify service winners and service qualifiers. This approach provides service providers the agility to adapt to changing customer demands, shorter service life cycles, and increasing competitive pressures, including rapid technological advancements and the drive for sustainable practices.
