A total of 257 guests staying at two Taichung Taiwan City Center hotels were surveyed to rate hotel service qualities of 27 quality attributes in terms of their perceived importance and satisfaction. These quality attributes were also rated and classified into five categories using the Kano satisfaction model. Customer ratings were subjected to the quality function deployment (QFD) planning process, translating those needs into technical requirements. QFD uses a series of matrices to express linkages between customer requirements and technical requirements. The house of quality (HOQ) matrix of the QFD was applied in this article. Integration of the Kano model data and the HOQ process ensured utilizing standard formulae relationships. Recommendations for effectively distributing resources and establishing service quality improvement strategies were delivered. The resultant recommendations proved valuable to the target city hotel in meeting its goals of improved guest satisfaction and loyalty through enhanced service quality, supported by enhanced quality of facilities and equipment.
