Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Service Development using Fuzzy QFD in the banking industry

  • Yu, Eun Jin (Dept. of Business Administration, School of Business, Pusan National University) ;
  • Kwak, Choonjong (Dept. of Business Administration, School of Business, Pusan National University)
  • Received : 2014.10.21
  • Accepted : 2015.03.05
  • Published : 2015.03.31
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Abstract

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.

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References

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