以假設性模式探討品質機能展開技術在餐廳服務設計與品質提升之應用

Employing a Hypothetical Model to Investigate the Application of Quality Function Deployment (QFD) in a Restaurant's Service Design and Quality Improvement

10.6572/JHHE.2(3).4

林玥秀(Yueh-Hsiu Lin)；游達榮(Da-Yung Yu)；黃啟揚(Chi-Yang Huang)

品質機能開展 ； 顧客滿意度 ； 服務程序 ； 服務創新 ； 服務設計 ； 服務品質 ； Quality Function Deployment ； QFD ； Customer Satisfaction ； Service Procedure ； Service Innovation ； Service Design ； Service Quality

餐旅暨家政學刊

2卷3期（2005 / 09 / 01）

369 - 389

繁體中文

近年來，台灣餐旅服務業的研究者，已見證到在服務品質和顧客滿意等研究領域的快速進展。然而過去相關的研究大都著重於顧客本身，卻未給予組織內部間服務的產生和傳送的程序同等重視。本研究根據品質機能開展(Quality function deployment or QFD)之架構，同時將外部顧客需求、內部服務管理事項，以及後續服務方式的改革創新列入考量。文中首先將介紹QFD的概念，並進而對QFD的程序步驟，逐一地詳細加以解釋。爲使讀者對QFD 之應用與分析的技術方法能清楚地明瞭，本研究針對餐飲業發展出一個假設性的應用模式。本文中對QFD之信度與效度問題以及該模式應用在其他服務業相關領域－特別是餐旅業－亦將一併加以檢討。最後針對餐飲業的經營管理提出未來的研究方向與建議。

Recent years have seen a tremendous increase in the amount-and quality-of research conducted on service quality and customer satisfaction in the Taiwanese hospitality industry. For the most part, however, the bulk of these investigations have focused primarily on customers without placing adequate/sufficient emphasis on the intra-organizational service generation and delivery processes of the institutions themselves. The current study address this lacuna in the literature by taking both external and internal service management issues and subsequent service innovations into consideration via an explanation and hypothetical application of the Quality Function Deployment (QFD) framework. First, the development and underlying concepts of QFD are introduced, as well as a step-by step explanation of its implementation procedures. Then, the authors create a hypothetical institution in the food and beverage industry and subsequently analyze it to illustrate precisely the application and analytical techniques that accompany the QFD process. Questions regarding the QFD framework’s reliability and validity are then discussed and to demonstrate how this concept could be applied to other service-related sectors in the hospitality industry. The article concludes with suggestions and directions for future research, particularly in relation to the field of restaurant management.

1. Tsai, C. Y.,Lo, C. C.,Chang, C. A.(2003).Using fuzzy QFD to enhance manufacturing strategic planning.Journal of the Chinese Institute of Industrial Engineers,20(1),33-41.
   連結：
2. Akao, Y.(1997).QFD: Past, Present and Future.The Third International Symposium on QFD, Conference Proceedings,Sweden:
3. Akao, Y. (ed.),Glenn H. Mazur. (Translated)(1990).Quality function deployment: Integrating customer requirements into product design.Cambridge, MA.:Productivity Press, U.S.A.
4. Anasari, A.,Modarress, B.(1994).Quality function deployment: the role of suppliers.International Journal of Purchasing and Materials Management,30(4),28-35.
5. Barsky, J. D.,Huxley, S. J.(1992).A customer-survey tool: Using the quality sample.Cornell Hotel and Restaurant Administration Quarterly,33(6),18-25.
6. Behara, R. S.,Chase, R. B.,R.V. Sarin (Ed.)(1993).Perspectives in operations management: essays in honor of Elwood S. Buffa.Norwell, MA:Kluwer Academic.
7. Berkley, J. B.(1996).Designing Services with Function Analysis.Hospitality Research Journal,20(1),73-102.
8. Berry, L. L.,Parasuraman, A.(1991).Marketing Science.New York:The free press.
9. Berry, L. L.,Parasuraman, A.,Zeithaml, V.(1994).Improving service quality in America: Lessons learned.Academy of Management Executive,8(2),35-52.
10. Bicknell, B.,Bicknell, K.D.(1995).The road map to reportable success: Using QFD to implement change.Boca Raton. FL:CRC Press.
11. Cohen, L.(1988).Quality function deployment: An application perspective from digital equipment corporation.National Productivity Review,7(3),197-207.
12. Curry, A.(1999).Case studies: Innovation in public service management.Managing Service Quality,9(3),180-190.
13. Dean, J. W.,Bowen, D. E.(1994).Management theory and total quality: Improving research and practice through theory development.Academy of Management Review,19(3),392-418.
14. Ghobadian, A.,Terry, A. J.(1995).How Alitalia improves service quality through quality function deployment.Managing Service Quality,5(5),25-30.
15. Graessel, B.,Zeidler, P.(1993).Using quality function deployment to improve customer service.Quality Progress,26(11),59-63.
16. Griffin, A.,Hauser, J. R.(1993).The voice of the customer.Marketing Science,12(1),1-27.
17. Gronroos, C.(1983).Strategic management and marketing in the service sector.Boston:Marketing Science Instruct.
18. Gronroos, C.(1984).A service quality model & its marketing implication.European Journal of Marketing,18(4),36-44.
19. Hauser, J. R.,Clausing, D.(1988).The house of quality.Harvard Business Review,66(3),63-73.
20. Jeong, M.,Oh, H.(1998).Quality function deployment: An extended framework for service quality and customer satisfaction in the hospitality industry.International Journal of Hospitality Management,17,375-390.
21. King, R.(1987).Listening to the voice of the customer: Using the quality function deployment system.National Productivity Review,6(3),277-281.
22. Knutson, B.,Stevens, P.,Wullaert, C.,Patton, M.,Yokoyama, F.(1990).LODGSERV: A service quality index for the lodging industry.Hospitality Research Journal,14(3),277-284.
23. Lockamy, A.,Khurana. A.(1995).Quality function deployment: Total quality management for new product design.International Journal of Quality and Reliability Management,12(6),73-84.
24. Murgatroyd, S.(1993).The house of quality: Using QFD for instructional design in distance education.The American Journal of Distance Education,7(2),34-38.
25. Oh, H.,Parks, S. C.(1996).Service quality and customer satisfaction: A critical review of the literature and research implications for the hospitality.Reliability Management,12(6),73-84.
26. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1994).Alternative scale for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria.Journal of Retailing,70(3),201-230.
27. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.Journal of Retailing,64(1),12-40.
28. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1985).A conceptual model of service quality and its implications for future research.Journal of Marketing,49,41-50.
29. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1991).Refinement and reassessment of the SERVQUAL scale.Journal of Retailing,67(4),420-450.
30. Partlow. C. G.(1983).How Ritz-Carlton applies TQM.The Cornell Hotel and Restaurant Administration Quarterly,August,16-24.
31. Prasad, B.(2000).A concurrent function deployment technique for a work group based engineering design process.Journal of Engineering Design,11(2),103-119.
32. Ramaswamv, R.(1996).Design and management of service process.New York, NY:Addison Wesley.
33. Shostack, G. L.(1984).Designing services that deliver.Harvard Business Review,62(1),133-139.
34. Sivaloganathan, S.,Andrews, P.T.J.,Shahin T.M.M.(2001).Design function deployment: A tutorial introduction.Journal of Engineering Design,12(1),59-74.
35. Stevens, P.,Knutson, B.,Patton, M.(1995).Dineserv: A tool for measuring service quality in restaurants.Cornell Hotel and Restaurant Administration Quarterly,April,56-60.
36. 白滌清、李增興(1999)。企業管理教育中服務品質之研究－利用品質機能展開法。淡江人文社會學刊，3，191-213。
37. 江曉龍(1998)。台南市，國立成功大學工業設計研究所。
38. 經濟統計指標資料－批發、零售及餐飲業營業額
39. 生活型態資料－外食習慣
40. 林玥秀編著、劉元安編著、孫瑜華編著、李一民編著、林連聰編著(2003)。餐館與旅館管理。台北:品度股份有限公司。
41. 張保隆、謝寶煖(1996)。大學圖書館服務品質評估之研究。中國圖書館學會會報，56，51-54。
42. 郭財吉(2002)。綠色產品設計－綠色品質機能展開。永續產業發展雙月刊，2，45-52。
43. 郭德賓、陳秀玉、洪麗珠(2002)。服務業顧客滿意研究的回顧與展望。第二屆觀光休閒暨餐旅產業永續經營學術研討會論文集，高雄市:
44. 楊錦州(2002)。服務業品質管理。台北市:品質學會。
45. 趙韶丰(2001)。高雄市，國立中山大學企業管理學系研究所。
46. 蔡珮娟(1999)。台北市，國立台北科技大學生產系統工程與管理研究所。
47. 蔡啓通(2003)。組織正式化與員工效能：工作特性與問題解決形式之干擾效果。輔仁大學2003餐旅管理學術與實務研討會論文全集，台北縣:
48. 鄭博文、林尚平、劉建忠(1998)。以品質機能展開提昇醫院部門之整體服務品質。國科會研究專刊：人文及社會科學，8(3)，478-493。

1. 陳朝鍵、林士彥、周家豪(2011)。應用品質機能展開進行大學校院體適能課程設計之研究。運動休閒餐旅研究，6(1)，79-94。
2. 陳秀玉、陳永龍、許順旺、張姮燕(2014)。國際觀光旅館組織創新、員工工作滿足與服務品質之相關研究－以人力資源管理系統為干擾變項。商管科技季刊，15(4)，545-575。
3. 林士彥(2006)。應用品質機能展開探討溫泉旅館服務品質之研究。觀光研究學報，12(3)，247-272。