A three-dimensional house: extending quality function deployment in two organizations

Abstract

Purpose Nowadays, many organizations use quality function deployment (QFD) in order to recognize their customers’ wants and arrange a set of corrective activities in order to satisfy these wants. In a competitive environment, two or more organizations cooperate in order to meet their customers’ wants. The purpose of this paper is to introduce a new hybrid approach of QFD employing SERVQUAL method, named three-dimensional house of quality (3DHOQ) to help the cooperation between two organizations with common customers by determining some common corrective activities that would satisfy their customers’ wants. Design/methodology/approach In order to better explain the proposed model, it is implemented in Birjand International Airport and Iran Air airline. At first, the customers’ want in the airport and airline sections are identified and the SERVQUAL method is used to determine the final weight of these wants. Afterwards, the corrective activities for satisfying the customers’ wants are determined using the three-dimensional QDF; and then are given weights using the multi-dimensional relation matrix. Findings Results of this study show the customers’ wants in two sections of airport and airline, the importance of each customer want, the gap between customers’ perception and expectation of each want, the collective corrective activities required to satisfy the customers’ wants and the weight of these corrective activities. Research limitations/implications This paper helps the airline and airport sections have an analyzed list of their customers’ wants and a set of shared and unshared corrective activities to meet these wants. Originality/value This paper presents a simultaneous QFD analysis in the airport and airline sections. Moreover, a new hybrid approach employing SERVQUAL method, named 3DHOQ is introduced to determine the corrective activities of both organizations and their weights.