A multi-phased QFD based optimization approach to sustainable service design

Sustainable service design is vital for customer satisfaction and for meeting stakeholders' requirements. However, despite its significance, there appears to be two significant gaps in the literature in service design domain: (i) addressing the sustainability dimensions (social, environmental and economic) in service design in an integrated way, and (ii) development of methodology for sustainable service design grounded on strong conceptual foundation. This paper aims to address these gaps in the literature. In doing so we propose “sustainable service concept” which considers service design and service delivery design linking them with the attainment of social, environmental and economic goals of the organization. The paper presents a detailed methodology in this respect using multi-phased 0-1 optimization model within fuzzy quality function deployment (QFD) approach. We apply our methodology in the m-health service design in Bangladesh. The results show that lack of awareness, lack of skilled human resource, poor logistical support and resource shortage inhibit effective delivery of m-health service. To overcome these barriers and to deliver sustainable m-health service in Bangladesh optimal strategies are campaigns, recruitment of skilled human resources, performance measurement as well as monitoring and supervision. Theoretical and managerial implications of our findings are discussed and future research is also highlighted.