A strategic service quality framework using QFD

Abstract

A strategic service framework that provides a global overview of the important components of different dimensions of a service system is developed. The framework is designed to reveal where the quality of service characteristics requires improvement, as highlighted by the customers. Once this is done, a Quality Function Deployment (QFD) method translates the deficiencies into internal improvement needs. The Mean Square Error (MSE) criterion enables the pinpointing of the few essential service characteristics that require improvement in each service dimension. The framework was implemented in a “call center” run by a bank in orderto manage incoming product support and information inquiries from consumers. The model identified service deficiencies in five dimensions of the service system: service quality, worker s attitude, information, organization features, and technology. The recommendations that emerged from these results were that the organization should focus on investing in equipment, establish new organizational connections and take care of employee qualifications.

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