Integrating the Kano model, AHP and planning matrix

Gül Bayraktaroğlu · Özge Özgen

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Quality Function Deployment in Product Design Customer Service Quality and Loyalty Web and Library Services

Abstract

Purpose The purpose of the study is to analyze the user (as a customer of the library) requirements related to library services by using service‐based quality function deployment (QFD) and employ QFD to identify visible marketing strategies in a service sector. Design/methodology/approach In this study, QFD is applied to central library services of Dokuz Eylul University (DEU) in Izmir, Turkey. Basically, the methodology used in this study integrates the Kano model, AHP and planning matrix of house of quality. First, a focus group study is held to find out the requirements of university students for the university library that are then classified using the Kano model. The requirement categories are ranked with respect to their relative importance using analytical hierarchy process (AHP). In the last step, all findings are transferred to the planning matrix and strategies for DEU Central Library are developed. Findings The paper reveals marketing strategies for a non‐profit organization, a state university library, and helps the library find out its competitive position. Research limitations/implications User requirements are determined through focus group studies held with undergraduate students. Other library users like academicians, external users, university staff and graduate students are ignored. Consideration of all possible user categories will give a whole picture of the requirements and their importance. In addition, a fair number of requirements limited the application of AHP only to the primary requirement categories. Practical implications The strategic importance of requirements was identified more precisely and service elements were allocated more effectively. Originality/value This study investigates the user requirements for library services in depth. It attempts to integrate AHP, Kano and QFD methods in library services for the first time to find out the most strategically important requirements. Therefore, it sheds light to library managers how to allocate their budget, arrange their services and develop their marketing strategies.

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References

1994Marketing Research: An Applied Orientation 1972Principles of Marketing 1984Attractive Quality and Must-Be Quality 1988The House of Quality 1993The Voice of the Customer 1990Quality Function Deployment : Integrating Customer Requirements into Product Design 1998How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment 2012Quality function deployment

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