Determination of airline service quality elements by using quality function deployment (QFD) and kano models together

The aim of the study is to evaluate the quality of service elements in the airline sector by using the Quality Function Deployment (QFD) method and the Kano Model together, and to provide suggestions for the elimination of deficiencies and improvement. In this context, using the Kano Model within the Quality Function Deployment method, the Quality Function Deployment method will implemented in a complete and more effective manner. In accordance with the aim of the study and research question examined descriptive research design was adopted and qualitative research method was used with focus group interview, in-depth interview techniques and quantitative research method was used with survey technique. The primary data used in the study were obtained from 402 individual consumers; as a supportive, a focus group of 10 people was applied. In order to determine the technical requirements, in-depth interviews were conducted with 3 quality managers and supported by secondary data. As a result; "House of Quality" data generated and examined after the integrated use of the Kano Model and Quality Function Deployment method together and the most important consumer expectations are defined as fast service, individual attention and reliability. Furthermore, reliability, customer systems service infrastructure and company's web site and mobile applications have been identified as the most important technical requirements that meet the expectations of the consumers and which should be worked on by the enterprises in order to increase the service quality. Thus, the results were discussed, the limitations of the study were determined and recommendations were made for future studies and managers.