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QFD Application in the Hospitality Industry: A Hotel Case Study
Kioumars Paryani, Lawrence TechnoLogicaL UniversiTy ali masoudi, azad UniversiTy, soUTh Branch of Tehran ElizabEth a. CudnEy, MissoUri UniversiTy of science and TechnoLogy
© 2010, asQ

Quality function deployment (QFD) is a methodology for capturing and translating the voice of the customer (VOC) into engineering characteristics of products or services. In addition, the process prioritizes and deploys these customer-driven characteristics throughout the product or service development to meet the VOC (that is, customer needs, wants, and expectations). QFD determines effective development targets for the prioritized product and service characteristics. The QFD process has been used and documented extensively in product development. The service industry, however, lacks in the application of this process. The purpose of this paper is to show practitioners and researchers how this process, in its entirety, can be used as a planning process to link customer requirements and service characteristics in the hospitality industry. A case study was developed focusing on a specific hotel to illustrate the application of the QFD process in a five-star hotel. Key words: four-phase QFD, hospitality industry, quality function deployment, service, SERVQUAL, total quality management

INTRODUCTION
The service industry exhibits distinct features that are not shared in the manufacturing industry. Many service organizations are profit-earning business enterprises such as hotels, restaurants, and retail stores (Yang 2005). The hotel and hospitality industry is often perceived as the most “global” in the service sector (Mace 1995; Littlejohn 1997). Hence, substantial capital is invested in designing and improving hotels each year. On the other hand, a key challenge for management is achieving customer satisfaction in an

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