A Service Design Method Research Based On QFD

With the rise of the service economy, Service management has become the research focus. As the first step of Service management, Service design is the important foundation of Service management. In today’s increasingly competitive market, the service expects of customers are becoming higher and higher and the demand are also becoming more and more complicated. How to make the service products and market better match to satisfy the needs of customers has became the key problems to be solved for the service enterprises to gain competitive advantage. However, the customer demands are not scientifically and effectively put into service products when service enterprises doing their service design currently, the result of their designs mainly have randomness and abiogeny Which makes the late stage of service design and service delivery often have big changes and errors. thus, the service quality can not be guaranteed. then the enterprises often into embarrassing position which has huge investment and limited earnings. Hence, How to fully and accurately obtain customer demand, doing scientific and standardized service design, changing the customer demand into the quality of service at a low cost and efficiently has become the important competition points among enterprises.Quality Function Deployment (QFD) is a kind of system design method of product and a quality assurance method, it can effectively gain customer needs and doing quality management from the phase of the product design. This thesis analyzes the service design elements and process,and completes the service products design stage of the service design process based on QFD. This thesis with QFD theory as a foundation, earning the used method for the manufacturing products design, putting forward the service product design model based on QFD, using the customer interview and questionnaire for customer needs and AHP method to judge the weight of customer demand, turning customers’demands into service technical factors, then through the construction of The House of Quality to make sure the important degrees of service technology factors, and to maximize customer satisfaction, The model seeks optimal solution of service technical factors’improvement rate in the resource and time constraints. The process of service design based on QFD are detailed studied in this paper, putting Service blueprint,5W1H method, KJ method, AHP method, Hierarchical Cluster and QFD together to make the process of service design more scientific and reasonable, and selected the design of the airline tickets online service as a case of empirical analysis, having got the service technical factors and their weight. This paper is complement and development to the service design method based on QFD, to provide some reference and suggestions for the reality service design of the enterprise.