Service Quality Function Deployment Based On Gap Model

With the fast development of modern service industry, whose developing level has become an important sign of judging developing degree of modern society economy. So we must adopt effective and practical measures to lift service industry's developing level and make it more competitive, reinforce service innovation and new service development. And supporting on personalized marketing simply can't meet the need of serving management. Therefore service quality function deployment (SQFD) which originates from manufacturing industry arises at the historic moment. SQFD is a structural design and development method based on customers' needs, being in a period further developing both in the homeland and abroad. Under such theory and real background, the paper brings forward a new model of service quality function deployment based on GAP model (GAP—SQFD).The paper starts with the review of quality function deployment (QFD), new service development and service quality, which lays the rationale basis for the next step of research. Then GAP—SQFD model and relative houses of quality (HOQ) are proposed. Further more, Zhejiang mobile, a representative enterprise of the modern service industry, is selected as the object of case study. Combining with GAP—SQFD model, it carries on house of quality to analyze business outlet service and price package service product, and the practical suggestions are put forward to improve service quality. Finally, the conclusions, innovation points, limits and discussing of further study are given. The results suggest as follows: First of all, based on the theories of service quality, new service development and quality function deployment (QFD), a theoretical model of service quality function deployment based on GAP model (GAP—SQFD) is established, and five-step houses of quality of service quality gaps are builded. What's more, comparing with reality, an operational model and the correspondent four-step houses of quality are established. Finally, the operational model of GAP—SQFD is applied to mobile telecommunication industry in Zhejiang, and some practical suggestions are given.