An integrated service strategy by QFD approach: a case of a telecom company in Taiwan

Abstract

Since 1996, when the Taiwanese government opened the ownership of telecommunications to the private sector, the existing state-owned company, Chunghwa Telecom, faced a big challenge from new private enterprises. In order to compete with new entrants, the company not only restructured the organisation, but also devoted itself to market analysis by making use of its huge database. Apart from analysing the market structure and preferences, how to improve the quality of service has been recognised as an important issue to cope with the competitive market. Since Quality Function Deployment (QFD) has been the commonly used approach to develop the required products/services or organisational breakthroughs, we proposed in this study an alternative viewpoint in the framework of QFD, which is shown to have promising advantages in guiding a firm to more practical thinking and implementation to reach its strategic goals.

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