Application of Quality Function Deployment To Improve Customer Satisfaction In Hotel Industry

Satisfying customers is usually pursued by identifying their needs and translating their demands into design targets and thereby assessing the implementation of improvements on a continuous basis in order to attain the set targets. Quality function deployment is a planning tool used to fulfill customer expectations and in-depth evaluation of a product. The presented research aimed to get QFD model to improve service quality using customer needs priorities in a 5-star hotel of Indore. In the research customer satisfaction and importance degree of each need is investigated using survey method. Information was collected from the customers, employees and managers of the hotel to determine the factors affecting the customer satisfaction. After identifying the factors one questionnaire was given to the customers to rank their satisfaction received from the hotel. Selected sample size of the customers was 150. QFD team consisted of 5 managers and senior employees whose opinions were considered to determine the technical requirements to fulfill customer demands. Inter relationship matrix was constructed to evaluate the relationship between voice of customers and technical requirements. Co relationship matrix constructed to show the relationship among the technical requirements. Then customer competitive evaluation was done and finally competitive technical analysis was done to evaluate the degree of efforts by competitors to achieve customer satisfaction. Final results show that from view point of customers making bills correctly, Personal attention, Clean rooms, qualified food, Professional staff and affordable price are more important.