Article | 11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden | Breaking the Customer Code A Model to Translate Customer Expectations into Specification Limits

Title:
Breaking the Customer Code A Model to Translate Customer Expectations into Specification Limits
Author:
Ruben Gregorio: Siemens Industrial Turbomachinery AB, Finspong, Sweden \ Division of Quality Technology and Management, Linköping Institute of Technology, Linköping, Sweden Peter Cronemyr: Division of Quality Technology and Management, Linköping Institute of Technology, Linköping, Sweden
Download:
Full text (pdf)
Year:
2008
Conference:
11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden
Issue:
033
Article no.:
049
Pages:
583-597
No. of pages:
15
Publication type:
Abstract and Fulltext
Published:
2008-12-09
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


Export in BibTex, RIS or text

Purpose: The aim of this paper is to develop a model to help service organizations to set the specification limits according to the customer expectations.

Design/methodology/approach: A review of relevant literature is used to develop a new integrated model with ideas from the Kano model; SERVQUAL; Taguchi loss function; Importance Performance Analysis (IPA) and a new model; ‚Äúthe Trade-Off Importance‚ÄĚ. A survey was carried out for 18 external customers and internal stakeholders of the Service Division of Siemens Industrial Turbomachinery AB in Finspong; Sweden.

Findings: The model has demonstrated its robustness and credibility to set the specification limits. Additionally it is a very powerful tool to set the strategic directions and for service quality measurement.

Research limitations: First; articles published on this subject are few and there is no similar model in the literature to confirm or compare results. The proposed model must be further validated in future research. Second; this study is applied in a single service division; with a relatively small sample. Ideal research should be conducted using multiple industries in order to ensure that the model is generalizable.

Originality/value: As far as we know; this paper is the first attempt to create a roadmap to set the specification limits in services. Researchers should find the proposed model to fill the research gap. From a managerial standpoint; the practical benefits in Siemens Industrial Turbomachinery AB; suggest a new way of communicating to customers. The model will also improve the target setting in the Six Sigma projects.

Keywords: Customer satisfaction; Service industries; Six Sigma; Specification limits; Kano model; SPC

11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden

Author:
Ruben Gregorio, Peter Cronemyr
Title:
Breaking the Customer Code A Model to Translate Customer Expectations into Specification Limits
References:

Aristotle; O. II (350 BC); Section 5 (translation E.M. Edghill); available at: http://classics.mit.edu/Aristotle/categories.1.1.html


Antony; J.; (2006); ‚ÄúSix sigma for service processes‚ÄĚ; Business Process Management Journal. Vol. 12 No. 2; 2006 pp. 234-248


Bergman; B.; Klefsjö; B. (2003); Quality from Customer Needs to Customer Satisfaction; 2nd ed.; Studentlitteratur; Lund.


Berry; L.L; Parasuraman; A. (1993); "Prescriptions for a service quality revolution in America"; Organizational Dynamics; Vol. 37 No.4.


Cronemyr; P. (2007). ‚ÄúSix Sigma Management. Action Research With Some Contributions To Theories And Methods‚ÄĚ. Ph.D. Thesis; Division of Quality Sciences; Department of Technology Management and Economics; Chalmers University of Technology; G√∂teborg; Sweden.


Cronin; J.J. Jr (2003); "Looking back to see forward in services marketing: some ideas to consider"; Managing Service Quality; Vol. 13 No.5; pp.332-7.


Deming; W.E. (1986); Out of the Crisis; Massachusetts Institute of Technology; Cambridge; MA.


Grönroos; C. (2000); "Service marketing comes of age"; in Schwartz; T.A.; Iacobucci; D. (Eds);Handbook of Services Marketing and Management; Sage; Thousand Oaks; CA; .


Harris; M.; Harrington; H.J. (2000); "Service quality in the knowledge age: Huge opportunities for the twenty-first century"; Measuring Business Excellence; Vol. 4 No.4; pp.31-6.


Johnston; R. (1995); "The determinants of service quality: satisfiers and dissatisfiers"; International Journal of Service Industry Management; Vol. 6 No.5; pp.53-71.


Kano; N.; Seraku; N.; Takahashi; F.; Tsuji; S. (1984); "Attractive quality and must-be quality"; Hinshitsu (Quality; The Journal of the Japanese Society for Quality Control); Vol.14; No. 2; pp 39-48.


Lewis; B.R.; Mitchell; V.W. (1990); "Defining and measuring the quality of customer service"; Marketing Intelligence and Planning; Vol. 8 No.6; pp.11-17.


Llosa; S.; Chandon; J.; Orsinger; C. (1998); "An empirical study of SERVQUAL’s dimensionality"; The Service Industries Journal; Vol. 18 No.2; pp.16-44.


Lofthouse; T. (1999); "The Taguchi loss function"; Work Study; Vol. 48 No.6; pp.218-22.


Martilla; J.A.; James; J.C. (1977); "Importance-Performance Analysis"; Journal of Marketing; No.January.


Morrison; L. (2004); "Measuring service quality: a review and critique of research using SERVQUAL"; International Journal of Market Research; Vol. 46 No.4; pp.479-97.


Nilsson; L. (2002); ‚ÄúQuality practice; An Empirical Investigation of Product Development and the Goods-to-Services Continuum‚ÄĚ; P.hD. Thesis; Division of Quality Technology and Management; Department of Mechanical Engineering; Link√∂ping University; Link√∂ping; Sweden.


Parasuraman; A.; Berry; L.L.; Zeithaml; V. (1991); "Refinement and assessment of the SERVQUAL"; Journal of Retailing; Vol. 67 No.4; pp.420-49.


Parasuraman; A.; Zeithaml; V.; Berry; L. (1994); "Reassessment of expectations as a comparison standard in measuring service quality: implications for further research"; Journal of Marketing; Vol. 58 No.January; pp.111-24.


Parasuraman; A.; Zeithaml; V.A.; Berry; L.L. (1985); "A conceptual model of service quality and its implications for future research"; Journal of Marketing; Vol. 49 pp.41-50.


Parasuraman; A.; Zeithaml; V.A.; Berry; L.L. (1988); "SERVQUAL: a multi-item scale for measuring consumer perceptions of the service quality"; Journal of Retailing; Vol. 64 No.1; pp.12-40.


Phadke; S. (1989); Quality Engineering Using Robust Design; Prentice Hall; Englewood Cliffs; NJ.


Phillips-Donaldson; D.; (1995); ‚ÄúThe Rock Stars of Quality‚ÄĚ; Quality Progress; Jul 2005; 38; 7; pg. 6


Pouliot. (2003) ‚ÄúA special issue on Kano’s Methods for Understanding Customer-defined Quality ‚Äú Centre for Quality Management. Kano’s Method Special Issue; Fall; 1993 Volume 2; Number 4.


Puga-Leal R.; Lopes Z. (2007) ‚ÄúProcess capability in services‚ÄĚ International Journal of Quality & Reliability Management; Volume: 24 Issue: 8; 2007.


Robinson; S. (1999); "Measuring service quality: current thinking and future requirements"; Marketing Intelligence & Planning; Vol. 17 No.1; pp.21-32.


Rust; R. (1998); "What is the domain of service research?"; Journal of Service Research; Vol. 1 No.2; pp.107.


Shewhart; W.A. (1931); Economic Control of Quality of Manufactured Product; D. Van Nostrand Inc; London.


Smith; P. (1995); "On the unintended consequences of publishing performance data in the public sector"; International Journal of Public Administration; Vol. 18 No.1.


Slack; N. (1994); "The importance-performance matrix as a determinant of improvement priority"; International Journal of Operations and Production Management; Vol. 14 No.5; pp.59-75.


Taguchi; G.; Konishi; S. (1987); Orthogonal Arrays and Linear Graphs; American Supplier Institute Inc.; Dearborn; MI.


Theresia A. Pawitra; Kay C. Tan. (2003). ‚ÄúTourist satisfaction in Singapore- a perspective from Indonesian tourist‚ÄĚ Managing Service Quality; Volume: 13 Issue: 5; 2003.


Tontini G.; Silveira A.; (2007); "Identification of satisfaction attributes using competitive analysis of the improvement gap"; International Journal of Operations & Production Management; Vol.27; No. 5


Vargo; S.L.; Lusch; R.F. (2004); "Evolving to a new dominant logic for marketing"; Journal of Marketing; Vol. 68 No.January; pp.1-17.


Walker; J.; Baker; J. (2000); "An exploratory study of a multi-expectation framework for services"; Journal of Service Marketing; Vol. 14 No.5; pp.411-31.


Wetzels; M.; de Ruyter; K.; Lemmink; J.; Koelemeijer; K. (1995); "Measuring customer service quality in international marketing channels: a multimethod approach"; Journal of Business & Industrial Marketing; Vol. 10 No.5; pp.50-9.


Witell; L.; L√∂fgren; M. (2007); ‚ÄúClassification of quality attributes‚ÄĚ Managing Service Quality; Volume: 17 Issue: 1; 2007 Research paper.


Yang; C.-C. (2003); "Establishment and applications of the integrated model of service quality measurement"; Managing Service Quality; Vol. 13 No.4; pp.310-24.

11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden

Author:
Ruben Gregorio, Peter Cronemyr
Title:
Breaking the Customer Code A Model to Translate Customer Expectations into Specification Limits
Note: the following are taken directly from CrossRef
Citations:
No citations available at the moment