A three-phase QFD-based framework for identifying key passenger needs to improve satisfaction with the seat of high-speed rail in China

This study aims to suggest a three-phased methodological framework based on the operational approach of quality function deployment (QFD) to improve the service quality and passenger satisfaction with China's high-speed rail (HSR) by identifying the key passenger needs with regard the HSR seats. For the first phase, the collection of the voice of the customers/passengers (VOC), the processing of the collected VOC into need items and further into passenger needs of QFD would be explained in terms of knowledge management. For the second phase, a reference comparison-based fuzzy best-worst method is developed for determining the relative importance of passenger needs, with a particular purpose of coping with the uncertainty and ambiguity associated with qualitative assessment of respondents. For the third phase, the importance-performance analysis is performed to determine the improvement priorities for meeting passenger needs. Findings showed that Body-friendly seat structure and Reasonable layout of the seat are the two most important needs demanded by the passengers of second-class cabins, with the former being the top priority. The current study provides useful references for service operators of HSR to formulate development strategies for improving the seat comfortability, which subsequently contributes to improving HSR's service quality and passenger satisfaction. Moreover, the proposed methodological framework for identifying the important passenger needs can be appropriately adjusted and expanded to similar transportation infrastructures and facilities.