Arash Shahin, Elham Bagheri Iraj and Hossein Vaez Shahrestani
The purpose of this paper is to develop the C-shaped quality function deployment (QFD) 3D Matrix for service applications.
Abstract
Purpose
The purpose of this paper is to develop the C-shaped quality function deployment (QFD) 3D Matrix for service applications.
Design/methodology/approach
The C-shaped QFD 3D Matrix proposed by Vezzetti et al. (2016) has been developed for simultaneous analysis of the relationships among three sets of factors of customer requirements, service design characteristics and service performance indicators. The three sets of factors have been determined and based on their interrelationships, 3D and concurrent houses of quality have been formed. Then, service design characteristics and service performance indicators have been prioritized. The obtained priorities have been also compared with traditional concurrent model of QFD.
Findings
The findings obtained from the traditional and developed approach seem different, implying that applying the C-shaped QFD 3D Matrix provides a more real perspective of concurrent engineering and the results in different set of priorities of service factors.
Research limitations/implications
The case study was limited to banking services. If the developed approach is used in other institutes, the prioritization of service design characteristics and service performance indicators might be changed.
Originality/value
Compared to Vezzetti et al. (2016) who proposed the C-shaped QFD 3D Matrix for analyzing interrelationships among two customers and a provider, or two providers and a customer, in this paper, the C-shaped QFD 3D Matrix has been developed for analyzing interrelationships among three sets of factors of customer requirements, service design characteristics and service performance indicators.
Details
Keywords
Arash Shahin, Elham Bagheri Iraj and Hossein Vaez Shahrestani
– The purpose of this paper is to propose an innovative solution for prioritizing “Whats” and “Hows” and resolving contradictions among “Whats” in House of Quality (HoQ).
Abstract
Purpose
The purpose of this paper is to propose an innovative solution for prioritizing “Whats” and “Hows” and resolving contradictions among “Whats” in House of Quality (HoQ).
Design/methodology/approach
Prioritization of the influence of the weights in correlation matrices of “Whats” and “Hows” (i.e. top roof and side roof) of HoQ and integration with TRIZ contradiction matrix have been studied. Explained through a case example of banking services, initially, contradictions among requirements of 180 customers have been identified by side roof matrix and then, the 12 by 12 non-technical contradictions matrix of service TRIZ have been used to suggest principles for resolving contradictions.
Findings
Findings imply that the use of roof and side roof weights can influence the priorities of “Whats” and “Hows.”
Research limitations/implications
Findings may assist researchers and practitioners in resolving ambiguity of the voice of customers, which in turn make the results of HoQ more accurate.
Originality/value
A new approach has been proposed in this paper for resolving contradictions of customer requirements by service TRIZ and adjusting priorities of “Whats” and “Hows” in HoQ.