A fuzzy QFD approach using SERVQUAL and Kano models under budget constraint for hotel services

Quality enhancement in the hospitality industry can lead to satisfied customers, increase the number of visitors and positively affect the GDP of countries. This paper proposes a hybrid model using the House of Quality (HOQ), SERVQUAL and Kano models for the hotel industry under budget constraint. The model was then implemented at a hotel in the city of Rasht in Iran. After identifying 31 customer needs, they were prioritised using a combination of the SERVQUAL and Kano approaches. HOQ was then implemented to determine and prioritise the acts and technical requirements required to meet customer needs. A mathematic model was developed to determine the optimal selection of activities within the specified budget. These functions were accomplished in a fuzzy environment. The results demonstrate the importance of each customer need, its gap to the desired condition and its type. The results also identify the cost and weight of each technical requirement.