Optimal examination and prioritization of the factors affecting customers’ satisfaction using integrated Quality Function Deployment (QFD) and Kano’s model: Case study of ’s Refah bank

Abstract

Product and service quality is an important factor influencing customers’ satisfaction. Customers’ satisfaction level depends on the level to which customers’ needs are met. Quality function deployment (QFD) is a valuable tool used for the conversion of customers’ voice into product/service. However, Kano’s model provides fundamental, motivating, and functional requirements for customers’ satisfaction. Kano’s model can be used in QFD matrix to ensure satisfaction of the most critical customers’ needs. In the present study, the needs of Refah bank located in Shiraz are collected using Kano’s questionnaire. Then, customers’ requirements to be imported into house of quality are determined. Afterwards, customers’ requirements are transferred to the house of quality matrix where their relationship and technical requirements is examined by experts in the banks. Finally, priority of technical and customers’ requirements is determined. Results show that giving the same attention to different customers’ requirements can waste an organization’s energy. Companies that separate customers and rank customers’ needs, focus on some specifications of their products/services that are of the highest importance for the customers. These companies, with this approach, will succeed in their objectives. Key words: Quality function deployment, Kano’s model, house of quality, customers’ satisfaction.