Adapting the QFD approach to extended service transactions

This paper proposes an adaptation of quality function deployment (QFD) fur services, more specifically extended service transactions. We propose two m odifications to sen;ice applications of QFD. One is the inclusion of higher -level customer needs (consequences, benefits, experiences, and personal va lues) to incorporate the experiential and personal nature of extended servi ce transactions into the process. The second modification is to use custome rs' knowledge and expertise regarding service production and delivery as in put beyond the house of quality. An interviewing method is proposed fur a c omprehensive assessment of customer needs at multiple levels. Results from an empirical application of this technique to luxury business hotels suppor t the proposed modifications to QFD to increase its potential for applicati on to services.