The Dispositional Attribution of Customer Satisfaction through the Juxtaposition of QFD Aand Servqual in Service Industry Design

Khairul Salleh Mohamed Sahari,A.Z Syahmi,A.M Megat Hamdan,Hasril Hasini,M.N Nik Hisyamudin,T.A Ahmad Mubarak,M.B Mohd Faizal,Md J Mohd Azlis Sani,I Mohd Rasidi,Z Izzuddin,K Amir,M Sofian,I Al Emran

doi:10.1051/matecconf/201713500034

Abstract

This study has been carried out to analyze the dispositional source of satisfaction through the juxtaposition of Quality Function Deployment (QFD) and Service Quality (ServQual) in the service industry. ServQual is one of the famous tools to measure the customer satisfaction. The customer satisfaction is measure through five dimensions, which are reliability, assurance, tangible, empathy and responsiveness. QFD is one of the mathematical approach to transform the customer needs into technical requirements. The difference between these two models is, ServQual evaluates the priorities of the basic customer needs, which within these five dimensions, which one is the most important and which one is the least important, according to responds obtained from the customer. Meanwhile, for QFD evaluate the priorities of technical requirement of service that will be able to satisfy the customer. The study has been carried out at one customer service centre in Bangi. The study applies ServQual methodology to measure the customer satisfaction after the service has been delivered through its five dimensions. The QFD methodology is used as one of the mathematical approach to transform the customer needs into technical requirement and evaluate the priorities of technical requirement of service that will be able to satisfy the customer. The results show ServQual and QFD ought to be consolidated to get alternate points of view regarding the behavior of the customers. Acted as variables to quantify in terms of the contentment felt by the customers in the service quality. Besides, it has a distinctive methodology to help service industry being able to gauge the satisfaction of customers. Together they give an intense instrument that is not exclusively will reveal whether the customer satisfaction is fulfilled or not, but rather additionally how great the distinction of the service is as well as the level of competence the organization functions. In addition to that, it will let the companies in the service industries know that they should take action in order to enhance the service quality and along these lines to make the customers satisfied. Through the theoretical base questionnaires, as both of the juxtaposition approaches' analysis, the main priorities need to be taken into consideration is ‘facilities’ in service centre. The service centre needs to ease the customer in whatever their purpose to come to the service centre and make them comfortable enough. While, the factor ‘Ease of contact’ is become the vital consideration in ServQual before integrating towards QFD. These elements are the improvement needed by the service centre to look into details in order to increase and grab more attention towards customer satisfaction.

Highlights

Disposition has been defined in many different ways
The quality attributes of ServQual dimension (Table 1) is used to identify and investigate the service industry's customer satisfaction that required the concept of Quality Function Deployment (QFD) to identify the strengths and weaknesses of quality attributes related to the service given from the customers' viewpoints [16]
It founds that from the previous ServQual analysis, reliability dimension has been rank as the first priority, so the Table 4 below is the ranking of importance in customer requirement in House of Quality (HOQ) perspective of view

Summary

Introduction

Disposition has been defined in many different ways. Some of them are the state of mind regarding something, mood and feelings In this manufacturing service case study, the dispositional source of satisfaction is defined as the tendency of individual to react or respond to the situation. The dispositional of job satisfaction give impact to the emotions and actions of individual and most of them happen unconsciously. Past analysis has shown there is a connection between dispositional effect, psychology and science. The connection such as the character or behavior, lifestyle, decision making of a person is very important in most organizations or association in order to achieve stability and success especially in socioeconomic impact that will lead to others such as customer

Methods

Results

Discussion

Conclusion