1.
Megan Wydick Martin
– Cameron School Of Business, University Of North Carolina Wilmington, Wilmington, Nc.
2.
Drew Rosen
– Cameron School Of Business, University Of North Carolina Wilmington, Wilmington, Nc.
3.
Stephen Mahar
– Cameron School Of Business, University Of North Carolina Wilmington, Wilmington, Nc.
Abstract
This paper presents a systematic approach to developing and refining new services and service processes by integrating the voice of the customer (VOC) through SERVQUAL and Quality Function Deployment. By quantifying VOC data and prioritizing customer requirements, companies can identify significant factors that most influence perceived service quality and translate them into actionable improvement strategies. Focusing on the restaurant industry, the study uses pre- and post-service surveys to classify service winners and service qualifiers. The resulting framework provides service providers with the agility to respond to changing customer expectations, shorter service life cycles, and increasing competitive pressures driven by rapid technological advancements and the push for sustainable practices.
Keywords Quality Function Deployment, SERVQUAL, Voice of the Customer, New Service Development, Restaurant Industry, House of Quality
