Planning for service quality: an integrative approach

Studies focusing on service quality management suggest that service firms spend too little effort on planning for service quality. The ensuing costs associated with poor service quality planning lead to lower profitability as part of the “cycle of service failures”. Examines how a quality planning technique (quality function deployment) (QFD) can be modified and adapted for use in a service environment to help prevent service failures. Illustrates the potential for the quality function deployment process as an effective tool at both the strategic planning level and the tactical level using the front‐desk activities in a hotel as an example. Also discusses the potential application of the QFD process to other design and planning challenges.