After prioritizing the service characteristics and
assessing technical competitiveness, the desired target
values for the service characteristics are defined to
achieve customer satisfaction. The related degree of
difficulty in achieving the desired target value is also
determined based on the hotel leaders’ expert judgments.
The cross-functional team used information
on how the competitors were currently performing on
the service characteristics; hence, they made crucial
decisions about setting the desired target values.
Desired target values are indications as to the degree
of performance of the service characteristics to satisfy
customer requirements. To define the desired target
values, the measurement units and scales were used
to define the service characteristics. Since the case
hotel is a five-star business hotel, guest expectations
are very high. Therefore, the desired target values
were set high to increase the level of customer satisfaction
with respect to competitors. In summary, this
information can help hotel leaders deploy service
design projects.