Integrating Kano's Model into Quality Function Deployment to Facilitate Decision Analysis for Service Quality

The service quality is critical issue for production and operation organizations. Quality function development has been successfully applied in a number of fields. However, little study has been done in the integrated approach involving Kano's model and quality function development of evaluating service quality for the mobile phones of various brands. This study attempts to evaluate service quality using an integrated approach involving Kano's model and quality function development. This approach aims to help organizations to evaluate service quality, to guide improvement efforts in strengthening their weak technical characteristics, and to expedite the development of innovative services through the identification of technical characteristics for customers’attributes and needs. A case study is presented to evaluate the service quality of mobile phone for various brands in Taiwan. Several important and unimportant technical characteristics and customer attributes were identified and analyzed for organizational strategies. The results of this study can provide an effective procedure for evaluating service quality, facilitating priority analysis, and enhancing customer satisfaction in the marketplace. Key-Words: Service quality; Customer satisfaction; Kano's model; Quality function development