INTRODUCTION TO PROCESS PLANNING OF SERVICE BY USING QUALITY FUNCTION DEVELOPMENT CASE STUDY: ELECTRONIC BANKING SERVICES
Purpose: Today, organizations are faced with unique challenges in the customers’ service sector. The current study intends to design the process of providing electronic services with the choice of electronic banking service for testing the proposed approach (using Quality Function Deployment). Design/methodology/approach: In this regard, a four-stage approach based on quality home design was used, which initially relates the needs of customers from bank electronic services to basic requirements of these services, and finally extends them to physical conditions and characteristics of equipment required for this category of services. The data needed in the study process were collected by the 196 customers or the QFD team and validated by content analysis. Findings: This article is an introduction to the relations between the most important factors of service providing process design in electronic banking industry. The study discussed and supports the requirement for creating the infrastructure needed to electronic banking which is aligned with the needs of bank customers. In this case study, after performing the calculations of QFD tables, the relative weights of identified indicators were obtained. Accordingly, among the customers’ needs, the need for security and information confidentiality had the utmost importance. The index of being economic had the highest priority in the Table 1. The indices of confidentiality and performance with equal weights had the best priorities in the Table 2. The indices of approving the transactions and orders and ease of use with an equal weight had the highest priorities in the Table 3. Finally, the indices of updating and systems development had the best priorities in the QFD has Table 4. Originality/value: In this study the new way for process planning of electrical banking service has adopted to have more accurate prioritization of customer needs. The road of designing have extended from customers' needs and functions of e-banking services to the dimensions of service quality, e-banking services features and terms indicators of providing banking e- services. In fact the study seeks to explain and differentiation of the key concepts involved in the design of service process and Service designer should have special attention to prioritize of these factors.
DARIUSH MOHAMADI ZANJIRANI, KHODANAZAR FAROKHNEJAD