A methodology to measure the value of services provided to customers in manufacturing firms

Purpose – The purpose of this paper is to illustrate a methodology which can be used: to establish clear customer needs/expectations, draw up a range of services in order to enhance customer satisfaction and to measure the real value of the services offered. Design/methodology/approach – The proposed methodology is based on the quality function deployment (QFD) procedure but it is much more simple to implement. Findings – The paper provides detailed information about how the proposed methodology works through an in‐depth case study discussion. Research limitations/implications – The proposed methodology has been tested in a limited number of cases and has proved successful. It remains to analyse its more wide applicability. Originality/value – Firms seeking to meet customer expectations and requirements with personalized, flexible and increasingly comprehensive solutions have to convert their product strategies into product and service strategies. The proposed methodology is a valuable tool to support this approach.