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Service Development using Fuzzy QFD in the banking industry
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 Title & Authors
Service Development using Fuzzy QFD in the banking industry
Yu, Eun Jin; Kwak, Choonjong;
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Purpose: This paper proposes a structured approach based on Quality Function Deployment (QFD) for service development in the banking industry. Methods: SERVQUAL is modified and adopted as a tool to understand customer requirements for the QFD. Fuzzy theory is used to resolve the subjectivity and ambiguity of customer requirements and satisfaction. This research also uses the importance- satisfaction model to construct an additional House of Quality (HOQ). A pair of houses of quality provides a confluence of results to avoid a risk of depending solely on the results of a single HOQ. Results: A case study is introduced with three domestic banks. Conclusion: The proposed approach effectively addresses a service development problem.
Service Development;Quality Function Deployment;SERVQUAL;Importance-Satisfaction Model;Fuzzy Set Theory;Confluence of Results;
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