A QFD strategy for improving customer satisfaction: case study of telecom companies of Pakistan

Abstract

The purpose of this paper is to argue that the quality function deployment (QFD) matrix that has been successfully used for developing products from customer needs can also be applied to improve the service quality of telecommunication companies. The paper presents a case study of the two big telecom companies (Ufone and Mobilink) of Pakistan. Data have been collected by a cross‐sectional field study of users, frontline employees and management of telecom companies. The QFD matrix has been applied to identify customer needs, to do comparative analysis of the prepaid services of these companies and to recommend the suitable measure for incorporating these requirements into their services. It has been found that through emphasizing two technical descriptors (Antennas and Base Station Controller System), a company will not only be in a competitive position to meet the customer's demand but will also gain an advantage over its competitor. Research findings are limited to telecom companies. Further research can be carried out in other service providing companies. Research outcomes also imply that if managers want to listen to the voice of their customers and update their products and services accordingly, the proposed methodology of QFD is much more effective than the traditional approaches, in which decisions regarding the product or services are prioritized based on the manager's point of view. Most of the previous research has applied QFD for developing products from customer needs. This is one of the few studies which have successfully applied the QFD Matrix in service providing companies.