Integrating the Kano model, AHP and planning matrix ; QFD application in library services |
Abstract:
Purpose – The purpose of the study is to analyze the user (as a customer of the library) requirements
related to library services by using service-based quality function deployment (QFD) and employ QFD
to identify visible marketing strategies in a service sector.
Design/methodology/approach – In this study, QFD is applied to central library services of Dokuz
Eylul University (DEU) in Izmir, Turkey. Basically, the methodology used in this study integrates the
Kano model, AHP and planning matrix of house of quality. First, a focus group study is held to find
out the requirements of university students for the university library that are then classified using the
Kano model. The requirement categories are ranked with respect to their relative importance using
analytical hierarchy process (AHP). In the last step, all findings are transferred to the planning matrix
and strategies for DEU Central Library are developed.
Findings – The paper reveals marketing strategies for a non-profit organization, a state university
library, and helps the library find out its competitive position.
Research limitations/implications – User requirements are determined through focus group
studies held with undergraduate students. Other library users like academicians, external users,
university staff and graduate students are ignored. Consideration of all possible user categories will
give a whole picture of the requirements and their importance. In addition, a fair number of
requirements limited the application of AHP only to the primary requirement categories.
Practical implications – The strategic importance of requirements was identified more precisely
and service elements were allocated more effectively.
Originality/value – This study investigates the user requirements for library services in depth. It
attempts to integrate AHP, Kano and QFD methods in library services for the first time to find out the
most strategically important requirements. Therefore, it sheds light to library managers how to
allocate their budget, arrange their services and develop their marketing strategies. |
| Keywords: |
Quality, Analytical hierarchy process, Information services, Quality function deployment |
| Author(s): |
Gul Bayraktaroglu and Ozge Ozgen |
| Source: |
emerald |
| Subject: |
مدیریت کیفیت و بهره وری |
| Category: |
مقالات ترجمه شده - دانلود ترجمه مقاله |
| Release Date: |
2007 |
| No of Pages: |
25 |
| Price(Tomans): |
0 |
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