QFD及SERVQUAL对优化产品服务的应用研究

【作者】 谢军；

【导师】 苏强； 刘世德；

【作者基本信息】 上海交通大学 ， 工业工程， 2007， 硕士

【摘要】 在现今激烈的市场竞争中,企业应当注重产品服务质量意识的加强和服务质量管理水平的提高,以提高核心竞争力,确立自身的竞争优势。客户满意度是服务质量的评判依据,同时也是服务质量的终极目标。本论文应用一种根据用户需求来设计产品或服务的系统方法——QFD(质量功能配置,Quality Function Deployment),来分析客户对于产品服务的需求和实现措施,探讨一种改善企业服务质量,从而提高客户满意度的思路和方法。本论文研究QFD在改善企业产品服务质量中的应用,重点研究了QFD在服务质量测评和监控的应用技术和分析方法。论文首先分析了企业所面临的激烈竞争环境,指出改善产品服务质量的必要性。接着详细阐述了QFD理论与方法,提出了基于SERVQUAL模型的QFD分析方法以及服务质量的改进策略。并应用SERVQUAL模型校验QFD应用前后客户对服务质量感知的变化,实现客户满意度的动态监控。基于论文提出的技术和模型方法,针对MSA企业的安全帽产品的服务质量改进和顾客满意度的提高,进行了实例研究,构建出顾客质量屋,找出了企业应该着力加强的服务措施,并进行了实际改进实施。4个月后的再次调查结果显示,在SERVQUAL模型中和服务改进相关的项目,客户满意度得到了明显的提高。而在非相关项目中,客户满意度几乎没有提高。就整体满意度而言,经过QFD优选的服务措施使满意度从81提高到了87。调查结果证实了QFD及SERVUAL联合应用对改进服务的有效性。更多还原

【Abstract】 In the current fierce market competitions, enterprises should pay attention to the strengthening of the awareness of the product service quality and to the improvement of the management of the service quality, so that the core competitiveness can be improved and thus enterprises’own competitive advantages can be established. The service quality is judged by customers’satisfaction and this kind of satisfaction is the ultimate goal of the service quality. In this thesis, QFD( Quality Function Deployment), a systematic method of designing products or services according to customers’needs, is applied in order to analyze the demands of customers for the product services and to seek the methods to make them work so that new ideas and ways can be worked out to improve enterprises’service quality and thus to make customers more satisfied.This thesis is about the application of QFD and SERVQUAL in improving enterprises’product service quality and the application techniques and analysis methods of QFD in service quality evaluation and monitoring are mainly studied. First the fierce competitive environment enterprises are now facing is analyzed, indicating the necessity of the improvement of the product service quality. Then the theory and methods of QFD are expatiated, pointing out the analysis methods of QFD based on SERVQUAL model and the improvement tactics of the service quality. Also SERVQUAL model is adopted to verify the customers’different attitudes towards the service quality before and after QFD is applied so as to monitor the customers’satisfaction dynamically. As far as the improvement of the service quality of the safety helmets of MSA as well as the improvement of its customers’satisfaction are concerned, example studies are adopted based on the techniques and model methods put forward by the thesis. In the studies, customer quality house is built, the service methods enterprises should focus on are worked out and then the improved methods are put into practice. Four months later, the results of the second investigation show that the customers are much more satisfied than before with the items that are related to the improvement of the services in SERVQUAL model while the customers are only a bit more satisfied with the non-related items. On the whole, the level of satisfaction is raised from 81 to 87 by adopting priority-choosing service method of QFD. The result of the investigation confirms that the application of QFD combined with SERVUAL is effective to the improvement of services.更多还原