An analytic model to quantify strategic service vision

Abstract

This article presents an analytical method for quantifying Heskett’s “Strategic service vision”. The model, which is based on quality function deployment (QFD), and benchmarking, starts with two matrices in series to relate market segments, service concepts, and various processes, as rows and columns of interconnected QFD matrices. In addition, analytic hierarchy process (AHP), a decision‐making tool, is used to determine the intensity of the relationship between the row and column variables of each matrix, while analytic network process (ANP), an extension of AHP, is used to determine the intensity of synergy effects among column variables. Finally, benchmarking is used to suggest potential breakthroughs in service delivery. Ultimately, the goal of these matrices and benchmarking is to add fine‐tuning and precision to an otherwise qualitative strategic decision making process. To demonstrate the applicability of our proposed model to service organizations we develop its basic concepts within the framework of a specific example serving as a background.