Browse > Article

A Value Based Service Design Using Kano's Model and QFD  

Bae, Yong-Sup (단국대학교 대학원 경영학과)
Yu, Yung-Mok (단국대학교 경영학부)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.36, no.4, 2011 , pp. 109-123 More about this Journal
Abstract
This study proposes a value based service design (VBSD) approach using Kano's model and QFD. Key quality factors and key cost factors are identified, evaluated and then incorporated to produce customer value index (CVI) and provider value index (PVI) which are together used to determine the four value strategy zones. Each value strategy zone suggests its own appropriate service development strategy based on its corresponding CVI and PVI characteristics such as maintaining current service, reducing costs, raising quality or eliminating/creating services. A camping car service design case is applied to this study, which shows the practical contribution of this VBSD approach.
Keywords
Kano's Model; QFD; Value Based Service Design; Customer Value; Provider Value;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Sullivan, L.P., "Quality Function Deployment," Quality Progress, Vol.19, No.6(1986), pp.39-50.
2 Tan, K.C. and T.A. Pawitra, "Integrating SERVQUAL and Kano's Model into QFD for Service Excellence Development," Managing Service Quality, Vol.11, No.6(2001), pp.418-430.   DOI   ScienceOn
3 Tan, K.C. and X.X. Shen, "Integrating Kano's Model in The Planning Matrix of Quality Function Deployment," Total Quality Management, Vol.11, No.8(2000), pp.1141-1151.   DOI   ScienceOn
4 Yang, C.-C. and D. Sung, "An Integrated Model of Value Creation Based on the Refined Kano's Model and the Blue Ocean Strategy," The 51st. EOQ Congress Proceeding, Prague, 2007.
5 Kim, K.J., H. Moskowitz, A. Dhingra, and G. Evans, "Fuzzy Multicriteria Models for Quality Function Deployment," European Journal of Operational Research, Vol.121(2000), pp.504-518.   DOI   ScienceOn
6 Lee, D.-E., T.-K. Lim, and D. Arditi, "Automated Stochastic Quality Function Deployment System for Measuring The Quality Performance of Design/build Contractors," Automation in Construction, Vol.18(2009), pp.348-356.   DOI   ScienceOn
7 Lee, Y.-C. and J. Chen, "A New Service Development Integrated Model," The Service Industries Journal, Vol.29, No.2(2009), pp.1669-1686.   DOI   ScienceOn
8 Lindgreen, A. and F. Wynstra, "Value in Business Markets : What Do We Know, Where Are We Going?," Industrial Marketing Management, Vol.34(2005), pp.732-748.   DOI   ScienceOn
9 Moores, B.M., "Radiation Safety Management in Health Care-The Application of Quality Function Deployment," Radiography, Vol.12, No.4(206), pp.291-304.   DOI   ScienceOn
10 Paryani, K., A. Masoudi and E.A. Cudney, "QFD Application in the Hospitality Industry : A Hotel Case," Quality Management Journal, Vol.17, No.1(2010), pp.7-28.
11 Shieu-Ming, C., "Evaluating the Service Quality of Undergraduate Nursing Education in Taiwan-Using Quality Function Deployment," Nurse Education Today, Vol.24, No.4(2004), pp.310-318.   DOI   ScienceOn
12 Shillito, M.L., Acquiring, Processing, and Deploying Voice of the Customer, St. Lucie Press, Boca Raton, Fla., 2001.
13 Stehn, L. and M. Bergstrom, "Integrated Design and Production of Multi-story Timber Frame Houses-Production Effects Caused by Customer-Oriented Design," International Journal of Production Economics, Vol.77(2002), pp.259-269.   DOI   ScienceOn
14 Ermer, D.S. and M.K. Kniper, "Delighting The Customer：Quality Function Deployment for Quality Service Design," Total Quality Management, Vol.9, No.4/5(1998), pp.86-91.   DOI   ScienceOn
15 Stewart, R.B., Fundamentals of Value Methodology, Xlibris Corporation, Bloomington, IN., 2005.
16 Chow-Chua, C. and R. Komaran, "Managing Service Quality by Combining Voice of Service Provider and Voice of Customers," Managing Service Quality, Vol.12, No.2(2002), pp.77-86.   DOI   ScienceOn
17 Clausing, D., Total Quality Development : A Step-by-Step Guide to World-Class Concurrent Engineering, ASME Press, NY, 1994.
18 Dean, E.B., "Quality function Deployment for Large Systems," Proceedings of the 1992 International Engineering Management Conference, Eatontown, NJ, 1992.
19 Deros, Baba Md Deros, N. Rahman, M.N. Ab. Rahman, A.R. Ismail, and A.H. Said, "Application of Quality Function Deployment to Study Critical Service Quality Characteristics and Performance Measures," European Journal of Scientific Research, Vol.33 No.3(2009), pp.398-410.
20 Fung, R.Y.K., Y. Chen, and J. Tang, "Estimating The Functional Relationships for Quality Function Deployment under Uncertainties," Fuzzy Sets and Systems, Vol.157(2006), pp.98-120.   DOI   ScienceOn
21 Han, S.B., S.K. Chen, M. Ebrahimpour, and M.S. Sodhi, "A Conceptual QFD Planning Model," International Journal of Quality and Reliability Management, Vol.18, No.8(2001), pp.796-812.   DOI   ScienceOn
22 Kano, N. et al., "Attractive Quality and Mustbe Quality," translated by Mazur, G., Hinshitsu, Japan Society for Quality Control, Vol.14, No.2(1984), pp.39-48.
23 Kim, W.C. and R. Mauborgne, "Blue Ocean Strategy," Harvard Business Review, (2004), pp.76-84.
24 Chakraborty, S. and S. Dey, "QFD-Based Expert System for Non-traditional Machining Processes Selection," Expert Systems with Applications, Vol.32, No.4(2007), pp.1208-1217.   DOI   ScienceOn
25 Bevilacqua, M., F.E. Ciarapica, and G. Giacchetta, "A Fuzzy-QFD Approach to Supplier Selection," Journal of Purchasing and Supply Management, Vol.12(2006), pp.14-27.   DOI   ScienceOn
26 Browning, T.R., "Process Integration Using The Design Structure Matrix," Systems Engineering, Vol.5, No.3(2002), pp.180-193.   DOI   ScienceOn
27 Chan, L.K. and M.L. Wu, "A Systematic Approach to Quality Function Deployment with A Full Illustrative Example," The International Journal of Management Science, Vol.33, No.2(2005), pp.119-139.
28 Chen, Y., J. Tang, R.Y.K. Fung, and Z. Ren, "Fuzzy Regression-based Mathematical Programming Model for Quality Function Deployment," International Journal of Production Research, Vol.42, No.5(2004), pp.1009-1027.   DOI   ScienceOn
29 Cherif, M.S., H. Chabchoub, and B. Aouni, "Integrating Customer's Preferences in The QFD Planning Process Using A Combined Benchmarking and Imprecise Goal Programming Model," International Transactions in Operations Research, Vol.17(2010), pp.85-102.   DOI   ScienceOn
30 Akao, Y., Quality Function Deployment : Integrating Customer Requirements into Product Design, Productivity Press, Cambridge, 1990.
31 Akao, Y., "Recent Approach of Quality Function Deployment," in Mizuno, S. and Y. Akao (Eds), QFD : The Customer-driven Approach to Quality Planning and Development, Asian Productivity Organization, Tokyo, Japan, 1994.
32 Alam, I. and C. Perry, A Customer-oriented New Service Development Process, Journal of Services Marketing, Vol.16, No.6(2002), pp. 515-534.   DOI   ScienceOn
33 Arditi, D. and D.E. Lee, "Assessing the Corporate Service Quality Performance of Design-build Contractors Using Quality Function Deployment," Construction Management and Economics, Vol.21(2003), pp.175-185.   DOI   ScienceOn