Service quality function deployment by the C-shaped QFD 3D matrix: The case of post bank services

Abstract

Purpose

The purpose of this paper is to examine the application of C-shaped QFD 3D Matrix in comparing process characteristics (PC), performance aspects (PA) and customer requirements, simultaneously and to prioritize the first two sets, respectively.

Design/methodology/approach

A three dimensional matrix has been developed with three sets of PC, PA and customers’ requirements and C-shaped matrix has been applied for simultaneous comparison of the dimensions and prioritization of the subsets of PC and PA. The proposed approach has been examined in a post bank.

Findings

Findings confirm the possibility of simultaneous comparison and prioritization of the three sets of dimensions of this study in post bank services. In addition, “growth and learning” and “bilateral relationship with suppliers” had the first priorities among PA and PC, respectively.

Research limitations/implications

While the proposed approach has many advantages, filling the matrixes is time-consuming. Since illustrating the 3D matrix was not possible, the matrix was separated into five two-dimensional matrixes.

Originality/value

Compared to the studied literature, the proposed approach is practically new in the post bank services.

Citation

Hassani, M., Shahin, A. and Kheradmandnia, M. (2018), "Service quality function deployment by the C-shaped QFD 3D matrix: The case of post bank services", Benchmarking: An International Journal, Vol. 25 No. 9, pp. 3386-3405. https://doi.org/10.1108/BIJ-04-2017-0065