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A QFD and SERVQUAL Approach to Hotel Service Design

Year 2008, Volume 9, Issue 1, 17 - 31, 01.03.2008

Abstract

Current challenges facing the hotel service providers, such as “high customer demands on quality”, “increasing competition for high customer satisfaction” and “the demand for full services”, are directly related to better understand the attributes of hotel services and improve the service design characteristics accordingly. In service quality literature, SERVQUAL is the most widely used structure to measure customer expectations and perceptions. Quality Function Deployment (QFD) method is also a suitable means and works well to support the development of a wide range of services although it is originally stemming from product development. This study describes the development of a conceptual framework to measure the hotel service quality using the SERVQUAL model as a starting point, and then identifies service design and hotel guests’ requirements using a QFD approach. This integration of SERVQUAL and QFD approaches in the conceptual Hotel of Quality model has been illustrated through a case study.

References

  • Akao, Y.(1990). History of Quality Function Deployment In Japan, The Best on Quality, International Academy for Book Series, 3, Hanser, New York, NY: 183-96.
  • Babakus, E. & Boller, G.W. (1992). An Empirical Assessment of the SERVQUAL Scales, Journal of Business Research, 24: 253-68.
  • Chow-Chua, C. & Komaran, R. (2002). Managing Service Quality by Combining Voice of the Service Provider and Voice of Their Customers, Managing Service Quality, 12(2): 77-86.
  • Cohen, L. (1995). QFD: How to Make QFD Work for You. Addision- Welsey Publishing Co, USA.
  • Ekdahl, F. & Gustafson, A. (1997). QFD, the Swedish Experience, Proceedings of the 9th Symposium on QFD.
  • Fitzsimmons, J. & Fitzsimmons, M.(2004). Service Management, McGRAW-HILL, NY.
  • Franceschini, F. & Rossetto, S. (1995). QFD: The Problem of Comparing Technical/Engineering Engineering design, 7(4): 270-8. Design Requirements, Research in
  • Gonza´lez, M.; Quesada, G.; Bahill, T. (2003). Improving Product Design Using Quality Function Deployment: The School Furniture Case in Developing Countries, Quality Engineering Journal, 16(1): 47-58.
  • Gonza´lez, M.; Quesada, G.; Picado, F. & Eckelman,C. (2004). Customer Satisfaction Using QFD: An E-Banking Case, Managing Service Quality, 14(4): 317-330.
  • Hauser, J. R. & Clausing, D. P. (1988). The House of Quality, Harvard Business Review, 66(3), (May-June): 63-73.
  • Key, C. T. & Pawitra, T.A. (2001). Integrating SERVQUAL and Kano’s Model into QFD for Service Excellence Development, Managing Service Quality, 11(6): 418–430.
  • Kim, J.K.; Han, C.H.; Choi, S.H. & Kim, S.H. (1998). A Knowledge Based Approach to the Quality Function Deployment, Computers and Industrial Engineering, 35(1/2): 233-236.
  • Leblanc, G. & Nguyen, N.(1997). Searching For Excellence In Business Education: An Exploratory Study of Customer Impressions of Service Quality, International Journal of Educational Management, 11(2): 72-9.
  • Lu, M.; Madu, C.N.; Kuei, C.; Winokur, D. (1994). Integrating QFD, AHP and Benchmarking in Strategic Marketing, Journal of Business and Industrial Marketing, 9 (1): 41–50.
  • Mazur, G.H. (1994). QFD Outside North America – Current Practice in Europe, The Pacific Rim, South Africa and Points Beyond, Proceedings of the 6th Symposium on QFD.
  • Miyoung, J. & Haemoon, O. (1998). Quality Function Deployment: An Extended Framework for Service Quality and Customer Satisfaction in the Hospitality Industry, Hospitality Management, 17: 375-390.
  • Mizuno, S. & Akao, Y. (1994). QFD: The Customer -Driven Approach to Quality Planning and Deployment. APO Press, Tokyo, Japan.
  • Parasuraman, A.; Berry, L.L. & Zeithaml, V.A. (1991). Refinement and Reassessment of the SERVQUAL Scale, Journal of Retailing, 67(4): 420-450.
  • Parasuraman, A.; Berry, L.L. & Zeithaml, V.A. (1993). More on Improving Service Quality Measurement, Journal of Retailing, 69(1): 140-7.
  • Parasuraman, A.; Berry, L.L. & Zeithaml, V.A. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality Implications for Future Research, Journal of Marketing, 8: 86-94.
  • Pawitra, T. & Tan, K. (2003). Tourist Satisfaction in Singapore-A Perspective from Indonesian Tourists, Managing Service Quality, 13(5): 399-411.
  • Pun, K.F.; Chin, K.S.; Lau, H. (2000). A QFD/Hoshin Approach for Service Quality Deployment: A Case Study, Managing Service Quality, 10(3): 156-170.
  • Roozenburg, N.F.M. & Eekels, J. (1995). Product Design: Fundamentals and Methods, John Wiley & Sons, Chichester, England.
  • Saaty, T.L. (1980). The Analytic Hierarchy Process, McGraw-Hill, New York.
  • Saaty, T.L. (2001). The Analytic Network Process, RWS Publications 2nd Ed.
  • Sangeeta S.; Banwet, D.K. & Karunes, S. (2004). A SERVQUAL and QFD Approach to Total Quality Education A Student Perspective, International Management, 53(2): 143-166. of Productivity and Performance
  • Sangeeta, S. & Karunes, S. (2004). A SERVQUAL and QFD Approach To Total Quality Education, A Student Perspective, International Journal of Productivity and Performance Management, 53(2): 143- 166.
  • Seth, N.; Deshmukh, S.G. & Vrat, P. (2005). Service Quality Models: A Review. International Journal of Quality ve Reliability Management. 22(9): 413-449.
  • Vivek, K.J.; Cudney, E.A.; Smith, E.D.; Ragsdell, K.M. & Paryani, K. (2007). Quantitatively Augmented QFD-HOQ, Asia Pacific Automotive Engineering Conference.
  • Yan, W.; Khoo, L.P. & Chen, C.-H. (2005). A QFD-Enabled Product Conceptualization Approach Via Design Knowledge Hierarchy and RCE Neural Network, Knowledge-Based Systems 18 (6): 279–293.
  • Zeithaml, V.A. & Bitner, M. (2004). Services Marketing, TATA McGRAW- HILL, New Delhi.
  • Zeithaml, V.A.; Parasuraman, A. & Berry, L.L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. The Free Press: New York

A QFD and SERVQUAL Approach to Hotel Service Design

Year 2008, Volume 9, Issue 1, 17 - 31, 01.03.2008

Abstract

Current challenges facing the hotel service providers, such as “high customer demands on quality”, “increasing competition for high customer satisfaction” and “the demand for full services”, are directly related to better understand the attributes of hotel services and improve the service design characteristics accordingly. In service quality literature, SERVQUAL is the most widely used structure to measure customer expectations and perceptions. Quality Function Deployment (QFD) method is also a suitable means and works well to support the development of a wide range of services although it is originally stemming from product development. This study describes the development of a conceptual framework to measure the hotel service quality using the SERVQUAL model as a starting point, and then identifies service design and hotel guests’ requirements using a QFD approach. This integration of SERVQUAL and QFD approaches in the conceptual Hotel of Quality model has been illustrated through a case study.

References

  • Akao, Y.(1990). History of Quality Function Deployment In Japan, The Best on Quality, International Academy for Book Series, 3, Hanser, New York, NY: 183-96.
  • Babakus, E. & Boller, G.W. (1992). An Empirical Assessment of the SERVQUAL Scales, Journal of Business Research, 24: 253-68.
  • Chow-Chua, C. & Komaran, R. (2002). Managing Service Quality by Combining Voice of the Service Provider and Voice of Their Customers, Managing Service Quality, 12(2): 77-86.
  • Cohen, L. (1995). QFD: How to Make QFD Work for You. Addision- Welsey Publishing Co, USA.
  • Ekdahl, F. & Gustafson, A. (1997). QFD, the Swedish Experience, Proceedings of the 9th Symposium on QFD.
  • Fitzsimmons, J. & Fitzsimmons, M.(2004). Service Management, McGRAW-HILL, NY.
  • Franceschini, F. & Rossetto, S. (1995). QFD: The Problem of Comparing Technical/Engineering Engineering design, 7(4): 270-8. Design Requirements, Research in
  • Gonza´lez, M.; Quesada, G.; Bahill, T. (2003). Improving Product Design Using Quality Function Deployment: The School Furniture Case in Developing Countries, Quality Engineering Journal, 16(1): 47-58.
  • Gonza´lez, M.; Quesada, G.; Picado, F. & Eckelman,C. (2004). Customer Satisfaction Using QFD: An E-Banking Case, Managing Service Quality, 14(4): 317-330.
  • Hauser, J. R. & Clausing, D. P. (1988). The House of Quality, Harvard Business Review, 66(3), (May-June): 63-73.
  • Key, C. T. & Pawitra, T.A. (2001). Integrating SERVQUAL and Kano’s Model into QFD for Service Excellence Development, Managing Service Quality, 11(6): 418–430.
  • Kim, J.K.; Han, C.H.; Choi, S.H. & Kim, S.H. (1998). A Knowledge Based Approach to the Quality Function Deployment, Computers and Industrial Engineering, 35(1/2): 233-236.
  • Leblanc, G. & Nguyen, N.(1997). Searching For Excellence In Business Education: An Exploratory Study of Customer Impressions of Service Quality, International Journal of Educational Management, 11(2): 72-9.
  • Lu, M.; Madu, C.N.; Kuei, C.; Winokur, D. (1994). Integrating QFD, AHP and Benchmarking in Strategic Marketing, Journal of Business and Industrial Marketing, 9 (1): 41–50.
  • Mazur, G.H. (1994). QFD Outside North America – Current Practice in Europe, The Pacific Rim, South Africa and Points Beyond, Proceedings of the 6th Symposium on QFD.
  • Miyoung, J. & Haemoon, O. (1998). Quality Function Deployment: An Extended Framework for Service Quality and Customer Satisfaction in the Hospitality Industry, Hospitality Management, 17: 375-390.
  • Mizuno, S. & Akao, Y. (1994). QFD: The Customer -Driven Approach to Quality Planning and Deployment. APO Press, Tokyo, Japan.
  • Parasuraman, A.; Berry, L.L. & Zeithaml, V.A. (1991). Refinement and Reassessment of the SERVQUAL Scale, Journal of Retailing, 67(4): 420-450.
  • Parasuraman, A.; Berry, L.L. & Zeithaml, V.A. (1993). More on Improving Service Quality Measurement, Journal of Retailing, 69(1): 140-7.
  • Parasuraman, A.; Berry, L.L. & Zeithaml, V.A. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality Implications for Future Research, Journal of Marketing, 8: 86-94.
  • Pawitra, T. & Tan, K. (2003). Tourist Satisfaction in Singapore-A Perspective from Indonesian Tourists, Managing Service Quality, 13(5): 399-411.
  • Pun, K.F.; Chin, K.S.; Lau, H. (2000). A QFD/Hoshin Approach for Service Quality Deployment: A Case Study, Managing Service Quality, 10(3): 156-170.
  • Roozenburg, N.F.M. & Eekels, J. (1995). Product Design: Fundamentals and Methods, John Wiley & Sons, Chichester, England.
  • Saaty, T.L. (1980). The Analytic Hierarchy Process, McGraw-Hill, New York.
  • Saaty, T.L. (2001). The Analytic Network Process, RWS Publications 2nd Ed.
  • Sangeeta S.; Banwet, D.K. & Karunes, S. (2004). A SERVQUAL and QFD Approach to Total Quality Education A Student Perspective, International Management, 53(2): 143-166. of Productivity and Performance
  • Sangeeta, S. & Karunes, S. (2004). A SERVQUAL and QFD Approach To Total Quality Education, A Student Perspective, International Journal of Productivity and Performance Management, 53(2): 143- 166.
  • Seth, N.; Deshmukh, S.G. & Vrat, P. (2005). Service Quality Models: A Review. International Journal of Quality ve Reliability Management. 22(9): 413-449.
  • Vivek, K.J.; Cudney, E.A.; Smith, E.D.; Ragsdell, K.M. & Paryani, K. (2007). Quantitatively Augmented QFD-HOQ, Asia Pacific Automotive Engineering Conference.
  • Yan, W.; Khoo, L.P. & Chen, C.-H. (2005). A QFD-Enabled Product Conceptualization Approach Via Design Knowledge Hierarchy and RCE Neural Network, Knowledge-Based Systems 18 (6): 279–293.
  • Zeithaml, V.A. & Bitner, M. (2004). Services Marketing, TATA McGRAW- HILL, New Delhi.
  • Zeithaml, V.A.; Parasuraman, A. & Berry, L.L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. The Free Press: New York

Details

Primary Language Turkish
Journal Section Articles
Authors

Aysun Kapucugil IKİZ This is me


Ali MASOUDİ This is me

Publication Date March 1, 2008
Published in Issue Year 2008, Volume 9, Issue 1

Cite

Bibtex @ { ifede62848, journal = {Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi}, issn = {1303-0027}, address = {}, publisher = {Dokuz Eylul University}, year = {2008}, volume = {9}, number = {1}, pages = {17 - 31}, title = {A QFD and SERVQUAL Approach to Hotel Service Design}, key = {cite}, author = {Ikiz, Aysun Kapucugil and Masoudi, Ali} }
APA Ikiz, A. K. & Masoudi, A. (2008). A QFD and SERVQUAL Approach to Hotel Service Design . Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi , 9 (1) , 17-31 . Retrieved from https://dergipark.org.tr/en/pub/ifede/issue/4598/62848
MLA Ikiz, A. K. , Masoudi, A. "A QFD and SERVQUAL Approach to Hotel Service Design" . Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 9 (2008 ): 17-31 <https://dergipark.org.tr/en/pub/ifede/issue/4598/62848>
Chicago Ikiz, A. K. , Masoudi, A. "A QFD and SERVQUAL Approach to Hotel Service Design". Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 9 (2008 ): 17-31
RIS TY - JOUR T1 - A QFD and SERVQUAL Approach to Hotel Service Design AU - Aysun KapucugilIkiz, AliMasoudi Y1 - 2008 PY - 2008 N1 - DO - T2 - Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi JF - Journal JO - JOR SP - 17 EP - 31 VL - 9 IS - 1 SN - 1303-0027- M3 - UR - Y2 - 2022 ER -
EndNote %0 Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi A QFD and SERVQUAL Approach to Hotel Service Design %A Aysun Kapucugil Ikiz , Ali Masoudi %T A QFD and SERVQUAL Approach to Hotel Service Design %D 2008 %J Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi %P 1303-0027- %V 9 %N 1 %R %U
ISNAD Ikiz, Aysun Kapucugil , Masoudi, Ali . "A QFD and SERVQUAL Approach to Hotel Service Design". Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 9 / 1 (March 2008): 17-31 .
AMA Ikiz A. K. , Masoudi A. A QFD and SERVQUAL Approach to Hotel Service Design. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2008; 9(1): 17-31.
Vancouver Ikiz A. K. , Masoudi A. A QFD and SERVQUAL Approach to Hotel Service Design. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2008; 9(1): 17-31.
IEEE A. K. Ikiz and A. Masoudi , "A QFD and SERVQUAL Approach to Hotel Service Design", Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol. 9, no. 1, pp. 17-31, Mar. 2008