| The purpose of this paper is to measure and analyze the level of customer satisfaction in a service industry using "SERVQUAL" instrument and the Quality Function Deployment (QFD) method. The "SERVQUAL" instrument is based on five service quality dimensions. The "gap" between each dimension's expectation and perception was identified and labeled as "the voice of customers". The "SERVQUAL" results were analyzed using QFD method. Recommendations were made to improve customers' satisfaction. |
Updated 02/21/2015