Improving Mobile Services Design: A QFD Approach

keywords: Mobile service, e-learning, quality function deployment, customer requirement, voice of customer, house of quality
The quality of mobile services in the mobile and wireless world is ultimately judged in terms of customer satisfaction. This is particularly true for the third generation (3G) and beyond multimedia mobile services which should meet or exceed customer expectations. In this study Quality Function Deployment (QFD) is used for the first time as a quality improvement approach for building customers' requirements into mobile services. Traditionally QFD approach is adopted in product and manufacturing industries. In this paper QFD is extended to mobile service industry which is such a promising industry in today's information society. This paper proposes a generic framework based on QFD concepts and practices to improve mobile service design and development. An example is presented to illustrate the use of QFD for mobile e-learning services for university students and lecturers. The data transmission speed is found to be the most critical requirement in mobile e-learning services. By the use of QFD the developed mobile services can best meet customers' requirements or even exceed their expectations. At the end of this paper some benefits as well as further improvements regarding QFD approach are discussed and concluded.
reference: Vol. 26, 2007, No. 4, pp. 369–381