Please use this identifier to cite or link to this item:
https://ruomo.lib.uom.gr/handle/7000/1626
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. |
URI: | https://doi.org/10.1016/j.jretconser.2023.103343 https://ruomo.lib.uom.gr/handle/7000/1626 |
ISSN: | 0969-6989 |
Other Identifiers: | 10.1016/j.jretconser.2023.103343 |
Appears in Collections: | Department of Business Administration |
Files in This Item:
File | Description | Size | Format | |
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A QFD Frame for Service Strategy Planning_ruomo-Kamvysi-Georgiou-Gotzamano-Andronikidis.pdf Until 2026-07-01 | 1,06 MB | Adobe PDF | View/Open Request a copy |
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