SERVICE QUALITY ANALYSIS AND IMPROVING CUSTOMER SATISFACTION IN AUTOMOBILE SERVICE INDUSTRY USING QFD

Abstract

QFD is a technique used in the Total Quality Management (TQM) field for converting customer’s vague language into technical language. Service quality can be defined as the collective effect of servicing performances which determine the degree of satisfaction of a user of the service. In other words quality is the customer’s perception of a delivered service. In the present study, the customer satisfaction/ dissatisfaction has been measured using a five point Likert scale. The QFD is used as a tool. The tool comprises of the following attributes viz. customer needs (What), technical requirements (How), Relationship matrix, Ranking of customer language, Ranking of technical language and Correlation matrix. Analysis of data revealed that the present study helps in the organization to measure their service performance, to guide and expedite the development of innovative services through the identification of weak attributes which are crucial to customers. In many service development processes, the resource and time allocation are wasted because of the lack of proper estimation service quality attributes