Abstract

To achieve customer satisfaction effectively, service providing firms should not only know exactly what customers want but also need to know how much effort is needed to invest on every single attribute that customer expects the service to benefit from. Hence, this research tries to identify customers' required services and determine their priorities to be considered when planning for internet based services. To do so, after customers' needs are gathered through individual interviews with 20 customers, 10 needs are selected to be inserted into the planning matrix of house of quality based on their frequencies and are then prioritized using AHP technique. When the planning matrix is finished, each of the needs is classified using Kano's questionnaire, and the final importance of each need is modified and calculated on the basis of the results of the questionnaires. At last, the results help to determine the final priority for each of the customer's needs.

Key words: Kano's model, quality function deployment, hierarchical decision making, stock exchange brokerage.