New service development using GAP-based QFD: a mobile telecommunication case

Quality function deployment (QFD) is a customer-oriented structural development approach. Along the gaps in the circle of service satisfaction, a new model of service quality function deployment (SQFD) has been established to develop new service. The purpose of this paper is to provide a new service development approach both in terms of academic model and practical application. A Chinese mobile telecommunication case study (tariff package design) has been employed to verify and revise the model. The findings are that, although a concise model is adopted unusual according the actual service situation, the GAP-based QFD model expands the investigative scope of GAP study from GAP 1 and/or GAP 5 to GAP 1 to GAP 5. It has also been found that it is a useful tool to develop new service using a reasonable and delicate combination of Kano model, SERVQUAL scales, and GAP circle, although several further directions are presented in the latter part of the study.

[1]  Stephen S. Tax,et al.  Planning for service quality: an integrative approach , 1996 .

[2]  K. Tan,et al.  Integrating Kano's model in the planning matrix of quality function deployment , 2000 .

[3]  Ulrike de Brentani.  Success and Failure in New Industrial Services , 1989 .

[4]  J. Jiao,et al.  Towards high value-added products and services: mass customization and beyond , 2003 .

[5]  T. Levitt.  Marketing Intangible Products and Product Intangibles , 1981 .

[6]  S. Sahney,et al.  A SERVQUAL and QFD approach to total quality education , 2004 .

[7]  Ravi S. Behara,et al.  SERVICE QUALITY DEPLOYMENT: QUALITY SERVICE BY DESIGN , 1993 .

[8]  Neeli Bendapudi,et al.  Clueing in customers. , 2003, Harvard business review.

[9]  N. Kano,et al.  Attractive Quality and Must-Be Quality , 1984 .

[10]  Giovani J.C. da Silveira,et al.  Mass customization: Literature review and research directions , 2001 .

[11]  Chu-Hua Kuei,et al.  An integrated approach to service quality improvement , 1997 .

[12]  Anne M. Smith,et al.  New Service Development: From Panoramas to Precision , 2007 .

[13]  Gabriel R. Bitran,et al.  A structured product development perspective for service operations , 1998 .

[14]  Gérson Tontini,et al.  DEPLOYMENT OF CUSTOMER NEEDS IN THE QFD USING A MODIFIED KANO MODEL , 2003 .

[15]  John A. Schibrowsky,et al.  Aggregate Complaint Analysis , 1994 .

[16]  T. Meiren,et al.  Service engineering—methodical development of new service products , 2003 .

[17]  Laurette Dubé Michael,et al.  ADAPTING THE QFD APPROACH TO EXTENDED SERVICE TRANSACTIONS , 1999 .

[18]  A. Johne,et al.  New service development: a review of the literature and annotated bibliography , 1998 .

[19]  Linda D. Peters,et al.  IT and the mass customization of services: the challenge of implementation , 2000, Int. J. Inf. Manag..

[20]  A. Parasuraman,et al.  A Conceptual Model of Service Quality and Its Implications for Future Research , 1985 .

[21]  Glenn H. Mazur,et al.  The leading edge in QFD: past, present and future , 2003 .

[22]  B. Joseph Pine,et al.  The Experience Economy , 2020, Journal of Orthopaedic Experience & Innovation.

[23]  P. Papastathopoulou,et al.  An empirically‐based typology of product innovativeness for new financial services: Success and failure scenarios , 2001 .

[24]  J. A. Fitzsimmons.  Service Management , 2003 .

[25]  Kay C. Tan,et al.  Tourist satisfaction in Singapore – a perspective from Indonesian tourists , 2003 .

[26]  Min Xie,et al.  An integrated approach to innovative product development using Kano’s model and QFD , 2000 .

[27]  M. Hossein Safizadeh,et al.  An empirical analysis of financial services processes with a front‐office or back‐office orientation , 2003 .

[28]  Mike Wright,et al.  Organisational Structures and the Boundaries of the Firm: Acquisition and Divestment in Financial Services , 1992 .

[29]  Kurt Matzler,et al.  How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment , 1998 .

[30]  Bernd Stauss,et al.  Service Problem Deployment: Transformation of Problem Information into Problem Prevention Activities , 1993 .

[31]  Adrienne Curry,et al.  Continuous improvement in public services ‐ a way forward , 1998 .

[32]  A. Parasuraman,et al.  SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. , 1988 .

[33]  Sudheer Gupta,et al.  The Contextual and Dialectical Nature of Experiences , 2000 .

[34]  K. Tan,et al.  Integrating SERVQUAL and Kano’s model into QFD for service excellence development , 2001 .

[35]  A. Herrmann,et al.  Market-driven product and service design: Bridging the gap between customer needs, quality management, and customer satisfaction , 2000 .

[36]  Ming-Lu Wu,et al.  Quality function deployment: A literature review , 2002, Eur. J. Oper. Res..