Developing the C-shaped QFD 3D Matrix for service applications with a case study in banking services

Purpose The purpose of this paper is to develop the C-shaped quality function deployment (QFD) 3D Matrix for service applications. Design/methodology/approach The C-shaped QFD 3D Matrix proposed by Vezzetti et al. (2016) has been developed for simultaneous analysis of the relationships among three sets of factors of customer requirements, service design characteristics and service performance indicators. The three sets of factors have been determined and based on their interrelationships, 3D and concurrent houses of quality have been formed. Then, service design characteristics and service performance indicators have been prioritized. The obtained priorities have been also compared with traditional concurrent model of QFD. Findings The findings obtained from the traditional and developed approach seem different, implying that applying the C-shaped QFD 3D Matrix provides a more real perspective of concurrent engineering and the results in different set of priorities of service factors. Research limitations/implications The case study was limited to banking services. If the developed approach is used in other institutes, the prioritization of service design characteristics and service performance indicators might be changed. Originality/value Compared to Vezzetti et al. (2016) who proposed the C-shaped QFD 3D Matrix for analyzing interrelationships among two customers and a provider, or two providers and a customer, in this paper, the C-shaped QFD 3D Matrix has been developed for analyzing interrelationships among three sets of factors of customer requirements, service design characteristics and service performance indicators.