This paper’s main contribution is the development
and implementation of a three-phase action
plan based on the entire QFD methodology for a
hotel. In addition, a unique feature of the proposed
methodology is the employment of the
SERVQUAL structure for identifying the key customer
requirements of a hotel’s guests. Hotel guest
interviews determined that the SERVQUAL items
were applicable and understandable; however, they
needed specific modifications for and adaptation
to this industry. By using a structured AHP questionnaire,
the customer importance levels were
obtained. The AHP analysis was used to develop
ratio scale numbers for the importance ratings.
Therefore, the calculations of weightings for the
derivation of priorities are sound mathematically.
Executing the recommended action plans at the
final stage of the QFD process resulted in measureable
improvements in the services provided by the
hotel. From the hotel’s management viewpoint