A quality function deployment framework for service strategy planning

Konstantina Kamvysi, Andreas Andronikidis, Andreas C. Georgiou and Katerina Gotzamani

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: 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 framework 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 (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000905

DOI: 10.1016/j.jretconser.2023.103343

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