Services Design by Identify and Prioritize the Demands of Customers in Kano Model: a Step Towards Quality Function Deployment (QFD) and Increase Productivity

Aim and The characteristics of a successful, creative and efficient organization is that the organization informed by the demands of its customers and by taking them improve the quality of the goods or services, in order to satisfy the clients. The main porpuse of thie paper is Services designe by identify and prioritize the demands of South East Railway customers in Kano model.
The statistical population of this study includes travelers using Southeastern railway services and sample size was taken as sample saturation with 40 simple random samples from campus trains. Semi-structured interviews, interviews with experts and a researcher-made questionnaire were used to collect data. In the analysis of the data, the Kano model, the quality extension method used in Spss16 and Excel software was used.
Findings: After identifying the characteristics of service with the help of experts, Quality Function Development (QFD) was used to prioritize them and finally, required services has been ranked and proper selection of personnel, upgrade facilities of rail and the exact timing of train schedules are 3 first priority, if first six priorities are done, almost half of the costumers will be satisfied.
Rail Transportation is the best option of transport in many countries of the world. One of the factors that increase the share of rail passenger transportation is developing rail transportation of passenger by increasing level of customer satisfaction in this type of service.