| Summary: | 碩士 === 國立東華大學 === 觀光暨遊憩管理研究所 === 91 === Over the last few years, researchers on hospitality business in Taiwan have witnessed an expeditious progress in the research field of service quality and customer satisfaction. However, most of the previous researches focused primarily on customers but did not emphasize the same importance on the generation of intra-organizational service and delivery process. This study intends to tackle management issues of external and internal services as well as innovations of subsequent services bases on the framework of Quality Function Deployment (QFD). The concept of QFD and its development will be introduced first and then followed by detailed step-by step explanation of its procedures.
In order to provide a clear demonstration concerning the application and analytial techniques of QFD, an empirical study on the Prague Restaurant in Kaohsiung was conducted to apply Quality Function Deployment on the Food and Beverage Industry. Two main focuses of this study are the customers of the restaurant and the competitors. Personal interviews with individual customer were conducted first. The results were analyzed with content analysis method to identify what the customers need and what aspects of service the customers concern most. Secondly, surveys were conducted to gather information on the importance of customers’ opinions, satisfaction, comparison with competitors, and indices and order of customers’ needs. Thirdly, customers’ needs and the quality improvement of the restaurant are put in matrix. This matrix is evaluated and analyzed. The results are used as the basis for setting priority for quality improvement.
This study tries to introduce QFD as the extension of Total Quality Management (TQM) on Food and Beverage Industry and its customer satisfaction. Questions concerning the reliability and validity of QFD are discussed. Application of QFD in other related service sectors, particularly in the hospitality industry, are also reviewed. Finally, suggestions and directions for future researches are offered with emphasis particularly on the restaurant management.
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