Purpose Recognizing the fundamental role of quality as a means to differentiate service organizations, the purpose of this paper is to propose a strategic decision making framework for service organizations, which prioritizes performance improvement strategies that are rooted to customer...

Purpose – The purpose of this paper is to promote successful application of quality function deployment (QFD) combined with quantitative techniques in service organizations. Design/methodology/approach – The paper assesses advantages and disadvantages of implementing the QFD method in...