Presentation on theme: "New service development using gap-based quality function deployment A mobile telecommunication case Jing-hua Li Zhejiang Gongshang University P.R.China."— Presentation transcript:
1New service development using gap-based quality function deployment A mobile telecommunication case Jing-hua LiZhejiang Gongshang UniversityP.R.China02/06/2008
2Research questions Why study new service development ? Why combine the Gaps and QFD ?Why employ mobile telecom case ?
3Contents Combining two models ? New model Mobile phones in China What this means ?
5relationships between House of qualitytechnicalcorrelationsrelativeimportanceengineeringmetricsrelationships betweencustomer needs andengineering metricscustomerneedsbenchmarking on needstarget and final specs
13Weights of service quality Kano, et al, 1984Don’t fulfill expectationsCustomer dissatisfactionAttractiveMust-bePerformancepositive questionRequired elements can be always foundreverse questionRequired elements can NOT be always foundPositivequestionsReverse questionsHappyMust-beIndifferenceAcceptableUnhappyQAORIMMatzler, Hinterhuber, 1998
14Mobile phones in ChinaBackgroundModelQuestionnaireInterview
15Background China mobile phones Source: www.drcnet.com.cn Mobile subscribers (million)
16Background Subscribers per 100 inhabitants, Winter 2007, China Source:Subscribers per 100 inhabitants, Winter 2007, China
17Operators:China MobileObject:users of GoToneContent:local voice serviceCharacteristics:simple formsOperators:China Mobile and China UnicomObject:overall expansionContent:local voice, toll voice, roaming serviceCharacteristics:various kinds of packages, update quickly, different means for saleBeginning“Price chaos”20012002200320052008Development“Rational competition”Operators:China Mobile and China UnicomObject:an expansion of users interfaceContent:local voice, toll voice, roaming serviceCharacteristics:intensified competition, bundling saleOperators:China Mobile and China UnicomObject:comprehensive usersContent:voice service. data service,choose availableCharacteristics:rational competition trend
18Tariff brands in China Mobile GoTonebusinessman and other high earnersM-zonestudentsEasyownremaining sections of society
19New tariff package development Marke tforeca sts·find market opportunities·consider the copy strategyDefini tionofobject ives·make marketingObjectives·focus on targetConsumers·analyze consumptioncharacteristicDesign oftariffpackage·design product mix of tariff package·decide tariff level in advanceDesign ofmarketingstrategy·select marketing channels and sale mode·formulate the publicity strategyBenefi tforeca sts·a pre-assessment on the package·predict the profit and cost·determine the tariff levelAuditforappro val·be presented to China Mobile (headquarter) to get a approval through auditingLaunc h·salesman training·market salesTracki ng& assess mentusers tracking·the effective assessmentFeedback & adjustment
21Questionnaire Elements of package G1 Required elements can be always foundG2 The differentiation between elements is always significantG3 The elements of package are full enoughG4 The package is simple enoughRange of free choiceG5 I can choose elements of package freelyG6 The packages with same brand can be chosen togetherPersonalization of packageG7 The interval between new tariff packages is reasonableG8 The package is always improved with the changing of customer demandsG9 The content of package is novel and personalizedG10 The tariff package has image symbolsPriceG11 The package is always with a preferential priceG12 The package is always with a clear billing
22Profile (125 subscribers, August 2007) Index percentIndex percentGender malefemaleAge ≤20–26–31–≥Career staffstudentmanagerteacherotherDegree < B. AB. A≥ M. AIncome Monthly (RMB)≤≥Package M-zoneGoToneEasyown
26Interview I “left wall”-- customer demands elements of package;range of free choice;personalization of package;price“ceiling” -- design process of tariff packagemarket forecasts;target orientation;design tariff package;planning marketing strategy;revenue forecasts;approval;launching into market;keeping track and evaluation;improving according to the feedback
30What this means ? New service development vs. service innovation Engineering vs. marketingThought vs. methodologyTheory vs. practice
31Acknowledgements Natural Science Fund of China (Grant No. 70402016) Natural Science Fund of Zhejiang Province (Grant No. Y605404)Two co-authors’ contribution: Ms. Lei Xu, Ms. Xiu-lan WuTwo anonymous reviewers of International Journal of Services Technology and ManagementMr. Jonathan Alyen’s kindly help on presentation and slide design
32References in slidesJames A. Fitzsimmons, Mona J.Fitzsimmons, Service Management: Operation, Strategy, and Information Technology, Third Edition, McGraw-Hill Companies, Inc. 2001, p58A. Parasuraman, L.L. Berry, V.A. Zeithaml, A conceptual model of service quality and its implications for future research, Journal of Marketing, Vol. 49, pp.41–50, 1985.A. Parasuraman, L.L. Berry, V.A. Zeithaml, SERVQUAL: A multi-item scale for measuring consumer perceptions of service quality, Journal of Retailing, Vol. 64, No. 1, pp.12–40, 1988.N. Kano, et al. Attractive quality and must-be quality, Hinshitsu (Quality, the Journal of Japanese Society for Quality Control), Vol. 14, pp.39–48, 1984.K. C. Tan, T. A. Pawitra, Integrating SERVQUAL and Kano's model into QFD for service excellence development, Managing Service Quality, vol. 11, no. 6, pp , 2001.K. Matzler, H. H. Hinterhuber, How to make product development projects more successful by integrating Kano’s model of customer satisfaction into quality function deployment? Technovation, Vol. 18, No. 1, pp , 1998.
33Welcome comments and questions ! Academic VisitorManchester Institute of Innovation ResearchManchester Business SchoolThe University of Manchester5.10 Harold Hankins BuildingTel: (O)Mobile (UK):Mobile (China):