Integrating DEAHP and DEANP into the quality function deployment

Purpose – The purpose of this paper is to promote the integration of quality function deployment (QFD) with quantitative methods in an attempt to enhance its effectiveness and resolve issues like the failure of prioritizing customer requirements and determining proper importance levels. Design/methodology/approach – This paper discusses the combination of QFD with analytic hierarchy process‐analytic network process (AHP‐ANP) and DEAHP‐DEANP methodologies to prioritize selection criteria in a service context. DEAHP is a hybrid method, developed by Ramanathan. Data envelopment analysis (DEA) is embedded in the AHP methodology and potentially replaces the eigenvalue method. In this paper DEAHP is used for completing the relationship matrix of house of quality (HOQ). Furthermore, in accordance with the DEAHP method, a methodological framework for completing the roof matrix of HOQ is developed, based on DEA and ANP techniques‐DEANP. The implementation of QFD along with the above mentioned quantitative approaches is studied utilizing data from the Greek banking sector, and a comparative analysis is conducted. Findings – The illustrative implementation offers support to the compatibility of the two alternative approaches demonstrating both applicability and ease of use. Results suggest that the QFD‐DEAHP‐DEANP methodology provides superior information since it offers more robust sensitivity analysis outcomes. Originality/value – The novelty of this research lies in the innovative idea to use QFD in conjunction with DEAHP and in the development of the DEANP method. The proposed methodology is a valuable tool for identifying strategic opportunities and gaining sustainable advantage since it helps service providers to capture the mix of services that customers are expecting them to offer.