Analytical approach in creating value for foreign customers of Turkish five star hotel services: Quality function deployment (QFD) model

Nowadays, companies are encountered with a strict competition, mainly due to globalization. Therefore, in order to survive, companies have to plan and design their products or services according to their customers? requirements and expectations. Quality Function Deployment (QFD) is the key instrument to help companies understand their customers and offers the best solutions to fulfill customers? needs. The distinguishing element of the QFD model is to listen to the Voice of Customers. Thus, it differs from other, standardized quality measurement methods.The purpose of this study is to reveal the importance of the QFD model in the tourism service sector. One of the major five star hotels in Antalya was chosen in order to analyze the application of the QFD process. The information used in this study has been derived from questionnaires and focus group studies with hotel guests. In addition, a QFD team was formed including hotel managers. The practical implementation of the QFD model started with specifying features of What, How, What and How Relationships and How Much inputs and, as a result, a House of Quality for the Case Hotel was built.Key words: Service, Service Quality, Quality Function Deployment, Hospitality Industry, House of Quality