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http://dx.doi.org/10.7469/JKSQM.2015.43.1.103

Service Development using Fuzzy QFD in the banking industry  

Yu, Eun Jin (Dept. of Business Administration, School of Business, Pusan National University)
Kwak, Choonjong (Dept. of Business Administration, School of Business, Pusan National University)
Publication Information
Journal of Korean Society for Quality Management / v.43, no.1, 2015 , pp. 103-124 More about this Journal
Abstract
Purpose: This paper proposes a structured approach based on Quality Function Deployment (QFD) for service development in the banking industry. Methods: SERVQUAL is modified and adopted as a tool to understand customer requirements for the QFD. Fuzzy theory is used to resolve the subjectivity and ambiguity of customer requirements and satisfaction. This research also uses the importance- satisfaction model to construct an additional House of Quality (HOQ). A pair of houses of quality provides a confluence of results to avoid a risk of depending solely on the results of a single HOQ. Results: A case study is introduced with three domestic banks. Conclusion: The proposed approach effectively addresses a service development problem.
Keywords
Service Development; Quality Function Deployment; SERVQUAL; Importance-Satisfaction Model; Fuzzy Set Theory; Confluence of Results;
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