An application of integrating SERVQUAL and Kano's model into QFD for logistics services

Purpose – This paper seeks to provide new solutions to cargo companies’ service quality efforts by integrating different scientific methodologies.Design/methodology/approach – Strengths and weaknesses of logistics services of a well known cargo company in Turkey are defined by using a service quality scale (SERVQUAL), service quality attributes are categorized using the Kano model in order to see how well these attributes are able to satisfy customer needs, and findings are transferred to quality function deployment (QFD).Findings – The findings of the Kano model show that ten of the 27 service quality attributes can be categorized as “attractive”, implying the maximum effect on consumer satisfaction. Through the customer priority level of QFD, the three most important service quality attributes are found to be: VIP Service, informing customers about delivery time before sending, and taking deliveries from customers’ addresses. Also, strengthening information technology infrastructure is the most importan...

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

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

[3]  John Haywood-Farmer,et al.  A Conceptual Model of Service Quality , 1988 .

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

[5]  C Berger,et al.  KANO’S METHODS FOR UNDERSTANDING CUSTOMER-DEFINED QUALITY , 1993 .

[6]  Steven A. Taylor,et al.  Servperf versus Servqual: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality , 1994 .

[7]  John Naylor.  Operations Management , 1995 .

[8]  Kurt Matzler,et al.  How to delight your customers , 1996 .

[9]  Timo Pirttilä,et al.  Sharpening logistics customer service strategy planning by applying Kano's quality element classification , 1998 .

[10]  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 .

[11]  Fiorenzo Franceschini,et al.  An application of quality function deployment to industrial training courses , 1998 .

[12]  N. Tang,et al.  An innovative framework for health care performance measurement , 1999 .

[13]  Fiorenzo Franceschini,et al.  Quality evaluation in logistic services , 2000 .

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

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

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

[17]  Shueh-Chin Ting,et al.  The asymmetrical and non-linear effects of store quality attributes on customer satisfaction , 2002 .

[18]  Caroline L. Davey,et al.  Supply chain market orientation in new product development in the UK: A pilot case study , 2003 .

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

[20]  Zillur Rahman,et al.  Developing customer oriented service: a case study , 2004 .

[21]  Asunción Beerli,et al.  A model of customer loyalty in the retail banking market , 2004 .

[22]  Robert A Hunt,et al.  STRATEGIC PLANNING USING QFD , 2005 .

[23]  Giovanna Padula,et al.  Understanding the relationship between attribute performance and overall satisfaction: Theory, measurement and implications , 2005 .

[24]  Håkan Wiklund,et al.  Obstacles to the creation of attractive quality , 2006 .

[25]  Chao-Ton Su,et al.  A Kano-CKM model for customer knowledge discovery , 2006 .

[26]  Lars Witell,et al.  Classification of quality attributes , 2007 .

[27]  G. Tontini.  Integrating the Kano Model and QFD for Designing New Products , 2007 .

[28]  Ibo van de Poel,et al.  Methodological problems in QFD and directions for future development , 2007 .

[29]  Ping Ji,et al.  Understanding customer needs through quantitative analysis of Kano's model , 2010 .

[30]  Josip Mikulić,et al.  A critical review of techniques for classifying quality attributes in the Kano model , 2011 .