基于QFD的服务设计方法研究

发布时间：2018-11-15 15:42

【摘要】：随着服务经济的兴起,服务管理已经成为研究的热点。服务设计作为服务管理的第一步,是服务管理的重要基础。当今市场竞争日益激烈,顾客对服务的期待也越来越高,需求越来越复杂,如何使服务产品与市场相匹配以更好地满足顾客的需求,成为服务企业获得竞争优势所必须解决的关键问题。但是目前服务企业在进行服务设计时还未能科学规范地将顾客需求有效地融入到服务产品中去,具有很大的随意性与偶发性,使得后期的服务设计以及服务传递阶段经常出现大更改与错误,从而服务质量不能得到保证,企业往往陷入巨大投入和有限收益的尴尬境地。因此,如何全面、准确地获取顾客需求,进行科学、规范的服务设计使顾客需求低成本、高效率地转换为服务质量,成为企业的重要竞争点。质量功能展开(QFD)是一种系统的产品设计方法和质量保证方法,它能够有效获取顾客需求,从产品设计阶段开始就进行质量管理。本文对服务设计的要素与流程进行了分析,在服务包设计模型和服务蓝图设计模型的基础下融合QFD理论建立了服务设计改进模型并进行了优化分析,并针对改进模型,运用顾客访谈、问卷调查等方法获取顾客需求,采用AHP法对顾客需求的权重进行评判,将顾客需求转换为服务技术要素,再通过质量屋的构建,确定服务技术要素的重要度,并在资源与时间的约束条件下,对服务技术要素改进率求使顾客满意度最大化的最优解。本文对基于QFD进行服务产品设计的过程进行了详细研究,将5W1H法、KJ法、AHP法、系统聚类分析法等方法与QFD结合起来,使服务设计的过程更加科学合理,并选取了网上机票预订服务产品的设计作为案例进行分析,得到了航空网上订票服务的服务技术要素及其权重。本文对基于QFD的服务设计方法进行了补充与拓展,为现实中的企业进行服务设计提供了一些参考和建议。
[Abstract]:With the rise of service economy, service management has become a research hotspot. As the first step of service management, service design is the important foundation of service management. Nowadays, the market competition is becoming more and more intense, the customer's expectation of service is becoming higher and higher, and the demand is becoming more and more complicated. How to make the service product match with the market to better meet the customer's demand, It becomes the key problem that service enterprises must solve in order to obtain the competitive advantage. However, at present, service enterprises have not been able to integrate customer demand into service products scientifically and normatively, which is random and accidental. As a result, the service design and service delivery stage often appear great changes and errors, so the service quality can not be guaranteed, and enterprises often fall into the embarrassing situation of huge investment and limited income. Therefore, how to comprehensively and accurately obtain customer demand, carry on scientific, standard service design, make customer demand low cost, high efficiency transform into service quality, become the important competition point of enterprise. Quality function deployment (QFD) is a systematic method of product design and quality assurance. It can effectively obtain customer requirements and carry out quality management from the stage of product design. Based on the service package design model and the service blueprint design model, the service design improvement model is established based on the QFD theory, and the service design improvement model is optimized and analyzed. Using customer interview, questionnaire and other methods to obtain customer demand, AHP method is used to judge the weight of customer demand, the customer demand is converted into service technical elements, and then the importance degree of service technical factor is determined through the construction of quality house. Under the constraints of resources and time, the optimal solution to maximize customer satisfaction is obtained for the improvement rate of service technical elements. In this paper, the process of service product design based on QFD is studied in detail. The methods of 5W1H, KJ, AHP and systematic cluster analysis are combined with QFD to make the process of service design more scientific and reasonable. The design of online ticket booking service is selected as a case study, and the service technical elements and their weights of airline online booking service are obtained. In this paper, the service design method based on QFD is supplemented and extended, which provides some references and suggestions for the service design of enterprises in reality.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719

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