Study On Application Of Qfd And Servqual On Optimization Of Products And Services

In the current fierce market competitions, enterprises should pay attention to the strengthening of the awareness of the product service quality and to the improvement of the management of the service quality, so that the core competitiveness can be improved and thus enterprises'own competitive advantages can be established. The service quality is judged by customers'satisfaction and this kind of satisfaction is the ultimate goal of the service quality. In this thesis, QFD( Quality Function Deployment), a systematic method of designing products or services according to customers'needs, is applied in order to analyze the demands of customers for the product services and to seek the methods to make them work so that new ideas and ways can be worked out to improve enterprises'service quality and thus to make customers more satisfied.This thesis is about the application of QFD and SERVQUAL in improving enterprises'product service quality and the application techniques and analysis methods of QFD in service quality evaluation and monitoring are mainly studied. First the fierce competitive environment enterprises are now facing is analyzed, indicating the necessity of the improvement of the product service quality. Then the theory and methods of QFD are expatiated, pointing out the analysis methods of QFD based on SERVQUAL model and the improvement tactics of the service quality. Also SERVQUAL model is adopted to verify the customers'different attitudes towards the service quality before and after QFD is applied so as to monitor the customers'satisfaction dynamically. As far as the improvement of the service quality of the safety helmets of MSA as well as the improvement of its customers'satisfaction are concerned, example studies are adopted based on the techniques and model methods put forward by the thesis. In the studies, customer quality house is built, the service methods enterprises should focus on are worked out and then the improved methods are put into practice. Four months later, the results of the second investigation show that the customers are much more satisfied than before with the items that are related to the improvement of the services in SERVQUAL model while the customers are only a bit more satisfied with the non-related items. On the whole, the level of satisfaction is raised from 81 to 87 by adopting priority-choosing service method of QFD. The result of the investigation confirms that the application of QFD combined with SERVUAL is effective to the improvement of services.