Model Kano and Servqual in QFD (Quality Function Deployment) Integration to Improve AHASS Customer Satisfaction



Automotive, Fishbone, Kano Model, QFD, Servqual


The main actor of the service industry is service performance provided by the company to consumers. Service quality is a relevant concept to be applied and developed in the field of after-sales service in the automotive industry. This research integrates Servqual and Kano models into QFD. Servqual is used to determine the gap between consumer perceptions and expectations using 7 servqual dimensions. Kano's model for classifying consumer retention, QFD, and a link between consumer needs and the service design process requires a HoQ matrix consisting of six elements. Strengthen the determination of technical requirements elements; structured tools are used to find the problem root (gap), namely, the fishbone. The reason for integration is the goal of Servqual is to determine the gap so that the improvement process is only based on the gap value, while the Kano model method is only able to classify VoC based on 5 dimensions but is not yet able to assess performance attributes, so it is integrated into QFD because it can unite consumer desires with the company. This research was conducted at AHASS. The highest negative gap is the availability of brochures and information of -0.89, so the improvement step is to provide updated information boards and socialize brompit application. The HoQ matrix concludes that the technical response with the highest priority, 10.59%, is carrying out periodic performance evaluations. Highest goal of 4.97 is B04, B05, and B06. The highest improvement ratio was 1.22 (availability of brochures or information). Meanwhile, the obtained CSP of 4.66 is E01 and adjust importance score of 15.2 is C04.




How to Cite

Azzahro’, S., & Syairuddin, B. (2024). Model Kano and Servqual in QFD (Quality Function Deployment) Integration to Improve AHASS Customer Satisfaction. Proceeding of the International Conference on Multidisciplinary Research for Sustainable Innovation, 1(1), 25–33. Retrieved from