Developing New Services

by Fisher, C. M.; Schutta, James T.

• ISBN13: 9780873895859
• ISBN10: 0873895851
• Format: Hardcover
• Copyright: 2003-04-01
• Publisher: Asq Pr

Author Biography

Caroline Fisher is a Bank One/Francis C. Doyle Distinguished Professor of Marketing at Loyola University New Orleans, where she currently teaches courses on consumer analysis and research James T. Schutta is the president of S&S Consulting Associates

Table of Contents

List of Figures and Tables	xi
Preface	xv
Chapter 1 Introduction	1	(8)
Services	3	(1)
Internal services	4	(1)
QFD for Services	4	(1)
The Purpose of This Book	5	(4)
Chapter 2 Voice of the Customer and Quality Function Deployment Overview	9	(172)
Part I Voice of the Customer
Chapter 3 Understanding Consumer Choice Decisions	17	(8)
Attributes and Consequences	18	(2)
Compensatory Decision-Making Model	20	(3)
The Doctor's Office	23	(1)
Exercises	24	(1)
Chapter 4 Voice of the Customer	25	(12)
Interviews	26	(1)
Focus Groups	27	(1)
The Modified Kano Model	28	(3)
Other Sources of Data	31	(1)
Organizing the Customer Voice	32	(2)
Finding and Adding Missing Consequences	34	(1)
The Doctor's Office	35	(1)
Exercise	35	(2)
Chapter 5 The Importance of Importance	37	(10)
Importance Ratings	38	(1)
Basics of Measurement	39	(2)
Alternative Importance Scales	41	(3)
The Doctor's Office	44	(1)
Exercise	45	(2)
Chapter 6 Customer Competitive Analysis	47	(12)
Competitive Ratings	48	(1)
Competitive Comparison	48	(3)
Verifying Your Data	51	(1)
Placement in the Quality House	52	(1)
The Doctor's Office	53	(2)
Exercise	55	(4)
Part II Technical Requirements (QFD)
Chapter 7 Technical Characteristics	59	(20)
Generating the Technical Requirements	61	(1)
Organizing the Technical Information	62	(4)
Customer Design Matrix Log	66	(3)
Developing the Quality House	69	(1)
The Doctor's Office	69	(8)
Exercises	77	(2)
Chapter 8 The Critical Relationships	79	(16)
Determination of Requirements	81	(1)
Determination of Relationships between Consequences and Requirements	81	(5)
Analyzing the Technical Matrix	86	(1)
Development of Measures	86	(1)
Setting Optimal Levels	87	(1)
Technical Competitive Analysis	88	(2)
The Doctor's Office	90	(3)
Exercises	93	(2)
Chapter 9 Technical Competitive Analysis	95	(12)
Customer Competitive Assessment	96	(1)
Technical Competitive Analysis	97	(2)
Comparing the Competitive Analyses	99	(2)
Marketing and Sales Analysis	101	(1)
The Doctor's Office	101	(4)
Exercises	105	(2)
Chapter 10 Technical Correlations and Trade-Offs	107	(8)
Technical Correlations for the Roof of the Quality House	108	(5)
The Doctor's Office	113	(1)
Exercises	114	(1)
Chapter 11 Other Items to Consider in the Quality House	115	(16)
Customer Complaint Column	116	(1)
Priority Column	117	(2)
Direction of Improvement	119	(3)
The Sales Improvement Column	122	(3)
Relative Importance of Technical Requirements	125	(3)
Customer Matrix	128	(1)
The Doctor's Office	128	(2)
Exercises	130	(1)
Chapter 12 Matrices for Parts, Processes, and Supplier Needs	131	(10)
Process Specifications	133	(1)
Parts Parameters	134	(1)
The Doctor's Office	135	(2)
Exercises	137	(4)
Part III Strategic Applications
Chapter 13 Using Your Results for Strategic Decisions	141	(14)
Prioritizing Resource Allocations	142	(2)
Value to the Customer	144	(3)
Market Segmentation	147	(1)
Brand Positioning	148	(2)
The Doctor's Office	150	(2)
Exercise	152	(3)
Chapter 14 An Example: A Laundry and Dry Cleaning Service	155	(14)
Voice of the Customer	156	(1)
Importance and Competitive Analysis	156	(4)
Technical Requirements	160	(3)
Developing Service Processes	163	(2)
Selecting Marketing Priorities and Strategies	165	(4)
Chapter 15 Making the Business Case	169	(8)
Cost savings	170	(1)
Cycle-Time Reduction	171	(1)
Customer Satisfaction, Retention, and Loyalty	171	(2)
Lifetime Value of a Customer	173	(1)
Increased sales	174	(1)
Greater Profits	174	(1)
Strategic Competitive Advantage	175	(2)
Chapter 16 Conclusions	177	(4)
Appendix A Cause-and-Effect (Fishbone) Diagram	181	(2)
Appendix B Designed Experiments	183	(2)
Appendix C Tree Diagram	185	(2)
Appendix D Benchmarking	187	(2)
Appendix E Block Diagrams	189	(2)
Appendix F The Malcolm Baldrige National Quality Award Process	191	(2)
Appendix G ANSI/ISO/ASQ Q9001-2000 and ISO/TS16949	193	(2)
Appendix H The Six Sigma Process	195	(2)
Appendix I Answers to Chapter Exercises	197	(12)
Additional References	209	(2)
Index	211