TAF PUBLISHING

Nowadays, contemporary consumers look for engaging, robust, compelling, and memorable experience services so that competent service is not enough; services need to provide a good customer experience as a competitive advantage. In this research, the quality of service experience will be improved based on the Customer Experience Quality model integrated with Quality Function Deployment (QFD) method. This research will be conducted on a telecommunication companies in South Surabaya, Indonesia, which has decreased the number of Wifi Broadband Services users. Customer perceptions and importances of each Customer Experience Quality attribute in every customer touch point will be processed to identify which attributes are prioritized for improvement with the Important-Performance Analysis method. Then those priority attributes further processed using QFD to design the improvements and the technical recommendations. By improving quality of service based on Customer Experience Quality, it is expected increasing services in providing good experience for customer. Framework integration of Customer Experience Quality (EXQ) model and Importance-Performance Analysis into QFD will be developed in this study.