Please use this identifier to cite or link to this item:
Title: A quality function deployment framework for service strategy planning
Authors: Kamvysi, Konstantina
Andronikidis, Andreas
Georgiou, Andreas C.
Gotzamani, Katerina
Type: Article
Subjects: FRASCATI::Social sciences
FRASCATI::Social sciences::Economics and Business::Business and Management
Keywords: QFDFuzzy-AHP
Multicriteria decision making
Service quality
Value co-creation
Marketing mix
Issue Date: 2023
Source: Journal of Retailing and Consumer Services
Volume: 73
First Page: 103343
Abstract: This research introduces a Quality Function Deployment (QFD) decision framework for orchestrating and aligning quality management and services marketing efforts for effective service strategy planning. Specifically, a 3-phased QFD framework is presented, emphasizing the implications of the “Voice of the Customer” in defining service quality and delivering customer value, while interpreting it into a set of prioritized strategies to guide service design activities. Method wise, an extended methodological approach is employed, the QFD-LP-GW-Fuzzy AHP (Linear Programming method to Generate Weights in the Fuzzy Analytic Hierarchy Process), to capture and rank more accurately uncertain and subjective judgments. The application of the proposed framework is discussed within the financial sector. Essentially, this study contributes to the literature by streamlining and simplifying marketing strategy planning decisions with a novel QFD factual approach that aligns customer requirements with service organizations’ market positioning and tactics.
ISSN: 0969-6989
Other Identifiers: 10.1016/j.jretconser.2023.103343
Appears in Collections:Department of Business Administration

Files in This Item:
File Description SizeFormat 
A QFD Frame for Service Strategy Planning_ruomo-Kamvysi-Georgiou-Gotzamano-Andronikidis.pdf
  Until 2026-07-01
1,06 MBAdobe PDFView/Open Request a copy

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.