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Combining SERVQUAL and QFD to Evaluate and Improve Airline Service Quality

Author

Listed:
  • Jeffrey E. Jarrett
  • Xia Pan
  • Yi Yang
  • Youyou Huang
  • Lingyan Huang
  • Fenglin Li

Abstract

Purpose- This paper shows how to evaluate and analyze the service quality for airline business and provide feasible suggestions to improve the service. The purpose is to illustrate how the two quality improvement methods, SERVQUAL and QFD, can be combined and used to improve the service quality for service companies such as airlines. Design/Methodology/Approach- The data were obtained by the way of interviewing the customers who have experienced the service offered by Air Macau, with tool of SERVQUAL. Comparing the perceived scores of Air Macau to the customers’ expected value as well as to its competitors, we finally believe that the shortest board of service quality is the “responsiveness” among its five dimensions. Quality function deployment is then used to translate customers’ actual requirements into practical service measures to further improvement. Findings- It is more effective if SERVQUAL is combined with QFD in evaluating firm's quality and quality improvement. Research Limitations- Effectiveness should be tested over time with bottom line evidences. Practical Implications- Practitioners should use more than one effective methods in quality improvement whenever possible. Social Implications- People are more aware of SERVQUAL and QFD.

Suggested Citation

  • Jeffrey E. Jarrett & Xia Pan & Yi Yang & Youyou Huang & Lingyan Huang & Fenglin Li, 2021. "Combining SERVQUAL and QFD to Evaluate and Improve Airline Service Quality," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(5), pages 154-154, July.
    • Handle: RePEc:ibn:ijbmjn:v:14:y:2021:i:5:p:154
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    References listed on IDEAS

    as
    1. Xia Pan, 2005. "An alternative approach to multivariate EWMA control chart," Journal of Applied Statistics, Taylor & Francis Journals, vol. 32(7), pages 695-705.
    2. Jeffrey E. Jarrett & X. Pan, 2009. "Multivariate Process Control charts and their use in monitoring output quality: a perspective," International Journal of Industrial and Systems Engineering, Inderscience Enterprises Ltd, vol. 4(5), pages 471-482.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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