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A three-dimensional house: extending quality function deployment in two organizations

A three-dimensional house: extending quality function deployment in two organizations Nowadays, many organizations use quality function deployment (QFD) in order to recognize their customers’ wants and arrange a set of corrective activities in order to satisfy these wants. In a competitive environment, two or more organizations cooperate in order to meet their customers’ wants. The purpose of this paper is to introduce a new hybrid approach of QFD employing SERVQUAL method, named three-dimensional house of quality (3DHOQ) to help the cooperation between two organizations with common customers by determining some common corrective activities that would satisfy their customers’ wants.Design/methodology/approachIn order to better explain the proposed model, it is implemented in Birjand International Airport and Iran Air airline. At first, the customers’ want in the airport and airline sections are identified and the SERVQUAL method is used to determine the final weight of these wants. Afterwards, the corrective activities for satisfying the customers’ wants are determined using the three-dimensional QDF; and then are given weights using the multi-dimensional relation matrix.FindingsResults of this study show the customers’ wants in two sections of airport and airline, the importance of each customer want, the gap between customers’ perception and expectation of each want, the collective corrective activities required to satisfy the customers’ wants and the weight of these corrective activities.Research limitations/implicationsThis paper helps the airline and airport sections have an analyzed list of their customers’ wants and a set of shared and unshared corrective activities to meet these wants.Originality/valueThis paper presents a simultaneous QFD analysis in the airport and airline sections. Moreover, a new hybrid approach employing SERVQUAL method, named 3DHOQ is introduced to determine the corrective activities of both organizations and their weights. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

A three-dimensional house: extending quality function deployment in two organizations

Management Decision , Volume 57 (7): 20 – Jul 5, 2019

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0025-1747
DOI
10.1108/md-06-2017-0588
Publisher site
See Article on Publisher Site

Abstract

Nowadays, many organizations use quality function deployment (QFD) in order to recognize their customers’ wants and arrange a set of corrective activities in order to satisfy these wants. In a competitive environment, two or more organizations cooperate in order to meet their customers’ wants. The purpose of this paper is to introduce a new hybrid approach of QFD employing SERVQUAL method, named three-dimensional house of quality (3DHOQ) to help the cooperation between two organizations with common customers by determining some common corrective activities that would satisfy their customers’ wants.Design/methodology/approachIn order to better explain the proposed model, it is implemented in Birjand International Airport and Iran Air airline. At first, the customers’ want in the airport and airline sections are identified and the SERVQUAL method is used to determine the final weight of these wants. Afterwards, the corrective activities for satisfying the customers’ wants are determined using the three-dimensional QDF; and then are given weights using the multi-dimensional relation matrix.FindingsResults of this study show the customers’ wants in two sections of airport and airline, the importance of each customer want, the gap between customers’ perception and expectation of each want, the collective corrective activities required to satisfy the customers’ wants and the weight of these corrective activities.Research limitations/implicationsThis paper helps the airline and airport sections have an analyzed list of their customers’ wants and a set of shared and unshared corrective activities to meet these wants.Originality/valueThis paper presents a simultaneous QFD analysis in the airport and airline sections. Moreover, a new hybrid approach employing SERVQUAL method, named 3DHOQ is introduced to determine the corrective activities of both organizations and their weights.

Journal

Management DecisionEmerald Publishing

Published: Jul 5, 2019

Keywords: SERVQUAL; Service quality; Cooperation; Fuzzy set theory; House of quality; QFD

References