Högskolan i Skövde

This study aims to introduce a method to integrate and coordinate departments’ activities to enhance the service quality of organizations using Quality Function Deployment (QFD). To this purpose, the classical two-dimensional House Of Quality (HOQ) matrix is changed to a three-dimensional form (3D-HOQ). The 3D-HOQ is applied to the marketing and Human Resources (HR) departments of a bank to determine customers’ and employees’ demands, respectively. The 3D-HOQ is also employed to provide a unique list of technical requirements to satisfy the identified demands. Obtaining a unique list of technical requirements with the cooperation of both departments reduces the inconsistency between departments, saves cost and time by preventing reworks and parallel works, and increases the organization’s efficiency. Moreover, 3D-HOQ is combined with the SERVQUAL technique and fuzzy theory to determine the weight of obtained technical requirements. The study is conducted in four main steps, (1) identifying the customers’ and employees’ demands, (2) identifying the technical requirements for simultaneous satisfaction of both customers’ and employees’ demands, (3) determining the relationships between the technical requirements and the identified demands, and (4) prioritizing technical requirements. Applying the 3D-HOQ resulted in identifying 30 customers’ demands, 30 employees’ demands, and 50 technical requirements. The study results show that "using new banking technologies" has the highest weight among the customers’ demands, and "job security" has been found to have the highest weight among employees’ demands. Moreover, "Intra-organizational processes automation" has been identified as the technical requirement with the highest weight.