An integrated method of quality function deployment, Kanoʹs model and hierarchical decision making for improving e-service of brokerage in Iran

To achieve customer satisfaction effectively, service providing firms should not only know exactly what customers want but also need to know how much effort is needed to invest on every single attribute that customer expects the service to benefit from. Hence, this research tries to identify customersʹ required services and determine their priorities to be considered when planning for internet based services. To do so, after customersʹ needs are gathered through individual interviews with 20 customers, 10 needs are selected to be inserted into the planning matrix of house of quality based on their frequencies and are then prioritized using AHP technique. When the planning matrix is finished, each of the needs is classified using Kanoʹs questionnaire, and the final importance of each need is modified and calculated on the basis of the results of the questionnaires. At last, the results help to determine the final priority for each of the customerʹs needs.