Service Quality Robust Design by the Integration of Taguchi Experiments and SERVQUAL Approach in a Travel Agency

The main purpose of this research is to address how robust design of service quality dimensions can be obtained. Service Quality Robust Design has been conducted by the integration of Taguchi Design of Experiments and SERVQUAL approach in Iran Travel Agency. Five basic dimensions of service quality, i.e. reliability, responsiveness, assurance, empathy, tangibles and price have been assumed as control factors. Response factor has been defined as two alternatives i) the sum of customer expectations, and ii) the sum of service quality gaps. In this investigation assumed that noise factor is not existed. The advantage of this paper is to improve the average and standard deviation simultaneously. Signal to noise ratio has been computed and the desired mix of the levels of service quality dimensions has been addressed. The main findings of this research includes the desired mix of the levels of service quality dimensions based on the sum of customer expectations and the desired mix of the levels of service quality dimensions based on the sum of service quality gaps. Comparing the two sets of findings helps the agency to analyze the cost of attracting new customers or retaining regular customers.