Developing House of Quality by integrating top roof and side roof matrices and service TRIZ with a case study in banking services

Abstract

Purpose

The purpose of this paper is to propose an innovative solution for prioritizing “Whats” and “Hows” and resolving contradictions among “Whats” in House of Quality (HoQ).

Design/methodology/approach

Prioritization of the influence of the weights in correlation matrices of “Whats” and “Hows” (i.e. top roof and side roof) of HoQ and integration with TRIZ contradiction matrix have been studied. Explained through a case example of banking services, initially, contradictions among requirements of 180 customers have been identified by side roof matrix and then, the 12 by 12 non-technical contradictions matrix of service TRIZ have been used to suggest principles for resolving contradictions.

Findings

Findings imply that the use of roof and side roof weights can influence the priorities of “Whats” and “Hows.”

Research limitations/implications

Findings may assist researchers and practitioners in resolving ambiguity of the voice of customers, which in turn make the results of HoQ more accurate.

Originality/value

A new approach has been proposed in this paper for resolving contradictions of customer requirements by service TRIZ and adjusting priorities of “Whats” and “Hows” in HoQ.

Citation

Shahin, A., Bagheri Iraj, E. and Vaez Shahrestani, H. (2016), "Developing House of Quality by integrating top roof and side roof matrices and service TRIZ with a case study in banking services", The TQM Journal, Vol. 28 No. 4, pp. 597-612. https://doi.org/10.1108/TQM-10-2012-0075