PRL Ambiental
Enviado por ediazco • 4 de Abril de 2013 • 4.926 Palabras (20 Páginas) • 230 Visitas
sletme Fakültesi Dergisi, Cilt 9, Sayý 1, 2008, 17-31
A QFD and SERVQUAL Approach to Hotel Service Design
Aysun Kapucugil Ikiz*, Ali Masoudi**
Abstract
Current challenges facing the hotel service providers, such as “high customer
demands on quality”, “increasing competition for high customer satisfaction”
and “the demand for full services”, are directly related to better understand
the attributes of hotel services and improve the service design characteristics
accordingly. In service quality literature, SERVQUAL is the most widely used
structure to measure customer expectations and perceptions. Quality
Function Deployment (QFD) method is also a suitable means and works well
to support the development of a wide range of services although it is
originally stemming from product development. This study describes the
development of a conceptual framework to measure the hotel service quality
using the SERVQUAL model as a starting point, and then identifies service
design and hotel guests’ requirements using a QFD approach. This
integration of SERVQUAL and QFD approaches in the conceptual Hotel of
Quality model has been illustrated through a case study.
Keywords: Quality Function Deployment, SERVQUAL, Hotel Service Design,
Hotel of Quality.
OTEL HZMETLERNN TASARIMINDA KFG VE SERVQUAL
YAKLASIMLARININ KULLANIMI
Özet
Son zamanlarda otel hizmeti sunanlarýn mücadele etmek durumunda
kaldýklarý, “müsterilerin istedikleri kalite seviyesinin yüksek olmasý”, “daha
fazla müsteri tatminini saglamak için rekabetin artmasý” ve “eksiksiz hizmetin
talep edilmesi” gibi konular dogrudan otel hizmetlerinin özelliklerini daha iyi
anlamak ve bu özelliklere gore hizmet tasarým özelliklerini gelistirmek ile
ilgilidir. Hizmet kalitesi alanýnda, SERVQUAL müsteri beklentilerini ve
algýlamalarýný ölçmek için en çok kullanýlan yapýdýr. Kalite Fonksiyon Göçerimi
(KFG) yöntemi ise, orijini ürün gelistirmeye dayanmasýna ragmen, çok çesitli
hizmetlerin gelistirilmesinde de kullanýlabilen uygun bir destek araçtýr. Bu
çalýsma, baslangýç asamasýnda SERVQUAL modelini kullanarak otellerde
sunulan hizmet kalitesini ölçen ve sonrasýnda KFG yaklasýmý ile otel
misafirlerinin ve sunulmasý gereken hizmetin tasarým gereksinimlerini
tanýmlayan kavramsal bir modeli tanýtmaktadýr. Kavramsal Kalite Oteli modeli
üzerinde SERVQUAL ve KFG yaklasýmlarýnýn bütünlestirilmesi örnek bir
uygulama ile anlatýlmýstýr.
Anahtar Sözcükler:Kalite Fonksiyon Göçerimi, SERVQUAL, Otel
HizmetlerininTasarýmý, Kalite Oteli.
*Dokuz Eylül Üniversitesi =sletme Fakültesi, Buca,=zmir, aysun.kapucugil@deu.edu.tr
** Azad University, Dept.of Industrial Engineering,Tehran,Iran, ali_ie2003@yahoo.com
Aysun Kapucugil =kiz & Ali Masoudi
18
INTRODUCTION
In today’s world, millions of dollars are spent for designing hotel
services each year. Design is accepted as the main factor for intentional
competition. In general, hotel practitioners and managers view design as
only some aspects of hotel services such as interior design or Internet
based services. There are few activities performed to get customer
feedback. Moreover, there is a lack of using quality attributes to prioritize
hotel service design based on customer feedback. Thus, it is essential to
define a process, which will consider all aspects of services.
Interest in service quality has increased in the recent years, with
a growing literature relating to the application of TQM concepts in the
service industry. However, the measurement and improvement of service
quality often remains a challenge (Babakus and Boller, 1992; Leblanc and
Nguyen, 1997). SERVQUAL, developed by Parasuraman, Berry, and
Zeithaml. (1990, 1991, 1993, 1994) is the most widely used and tested
survey instrument to measure service quality dimensions (Pawitra and
Tan, 2003). But, Parasuraman et al. (1990) do suggest that some
adaptation of SERVQUAL scale may be desirable when a particular
service is investigated. Quality Function Deployment (QFD) is a tailored
process to analyze customer requirements in detail and translate them
into the designers’ language. QFD method is originally stemming from
product development but it is also a suitable means to support the
development of a wide range of services. In contrast to classic QFD for
product development, the special characteristics of services have to be
taken into account when applying
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