Providing an Integrated Approach to Improve Business Processes in Service Organizations
Subject Areas :abolfazlَ zare 1 , saeed safari 2 , reza abbasi 3
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Abstract :
Nowaday organizations perform in highly competitive markets markets and therefore they have to gain a sustainable competitive advantage. This is important in all organizations, either service or production. The purpose of this study is to present an approach to identify and improve the main organizational service processes using the integrated approach of SERVQUAL, KANO, Fuzzy Quality Function Deployment, TRIZ, organizational benchmarking and APQC model for competitive advantages. The research is applied in terms of purpose, descriptive in terms of method and explanatory-survey in terms of type. The findings of SERVQUAL model, which is the result of a survey of 341 clients, showed that in five dimensions of tangibility, assurance, empathy, reliability and responsiveness, there are gaps in service quality that shows client dissatisfaction. Also, FQFD and TRIZ were used to identify service options and respond to voice of client. On the other hand, after identifying the main processes using semi-structured interviews, 3 processes (training, meeting and implementation of cultural and sports plan for organizational benchmarking were selected by process performance evaluation and the results were integrated within APQC model, which finally improved the existing processes using the items extracted from the research, and new processes were presented to the organization