Combined analysis of service expectations and perceptions in lodging industry through quality function deployment

This study is the first empirical attempt of how quality function deployment (QFD) can be employed as a service quality design and improvement tool in the lodging industry. It combines two complementary perspectives of managers and customers regarding improving service quality in the lodging industry. This study empirically depicts a case where QFD was employed to design service delivery processes in the lodging industry, taking both customer demands and service provider expert knowledge and opinions. First, the dimensions concerning customer needs and expectations are tangibles, food, the adequate features of rooms and housekeeping, communication and accessibility, assurance and responsiveness, reliability, well-cared spaces, and equipment. Even though QFD has been used in the manufacturing industry, it has rarely been utilised in service design processes in the lodging industry. In this regard, this study has the potential to fill a perceived gap in the literature concerning methods to improve service quality through effective service design function using QFD in this industry.