A quality function deployment application using qualitative and quantitative analysis in after sales services

A thorough and accurate understanding of customer demands and expectations is the key to possessing competitive advantage in the market place. Quality function deployment (QFD) is one of the most effective tools to learn, understand, and apply these demands and expectations in production lines. This study consists of a holistic QFD application comprising both qualitative and quantitative analysis techniques in after sales services at a leading construction equipment manufacturer firm. As a qualitative analysis method, content analysis was performed to identify customer dissatisfactions and customer expectations. As a quantitative analysis method, SERVQUAL was used to determine customer expectations for the house of quality (HOQ). Factor analysis was incorporated into SERVQUAL in order to classify customer expectations for the HOQ. As a result, the QFD identified the most important customer expectations as: competency and experience of employees, immediate identification of product defects, and good customer service during the warranty period. This study also exhibited that repair time, the duration of customer interaction, employees' attention, and spare parts availability were the most critical technical requirements in after sales services.