Research On Service Innovation Approach Based On QFD & TRIZ

The rapid development of the service economy results in an increasing fierce competition among service organizations, so scientific design for service products is important to acquire and enhance competitive competence. However, the existing literature shows that most studies concentrate on technological innovation in manufacturing , and the research of theories and approaches of service innovation still seems to be relatively insufficient.This study introduces quality function deployment (QFD) and TRIZ which are useful in the domain of technological innovation to service industries. In view of the special attributes of service, the author puts forward two approaches of service innovation based on QFD and TRIZ by extending their applications.While existing measures being employed to improve service quality provide managers some useful information on customer satisfaction and company performance, service quality and customer satisfaction can not be effectively improved if such information is no guarantee for a successful delivery of follow-up services. By integrating service quality gap model with QFD, a new method for confirming weight of voice of customer in QFD is proposed. Additionally, the principles of traditional product design by QFD are translated into a service design QFD methodology by a four matrix model. The application of QFD in service industries assists service companies and their managers in understanding total quality management (TQM) and customer needs to improve service quality.Considering that QFD cannot singly solve all the problems in the process of service design, the dissertation introduces TRIZ methodology to service field for generating good ideas systematically. Through several decades of development and practices, TRIZ has already proven its effectiveness and efficiency in resolving technical problems. Due to the capability of TRIZ techniques, more and more TRIZ researchers have found the potentials of extending TRIZ applications to non-technical problems .In this research, the author used one of the most popular tools, Contradiction Matrix, to explore the contradiction phenomena of service attributes in service industries, and proposes a new approach to new service design based on TRIZ. TRIZ can offer a serial of method of solving problem but not what to do. QFD can make sure what are the customer's requirements but not how to do. The integration of QFD and TRIZ are an effective method. Within a case of a service company, the author illustrates how the use of the integration of QFD and TRIZ can avoid blindness in service design and enhance the capability for sustainable service innovation.