Deploying good service design in service companies has been updated issue in improving
customer satisfaction, especially based on the level of service quality measured by
Parasuraman’s SERVQUAL. Many researchers have been proposing methods in designing
the service, and some of them are based on engineering viewpoint, especially by
implementing the QFD method or even using robust Taguchi method. The QFD method
would found the qualitative solution by generating the “how’s”, while Taguchi method
gives more quantitative calculation in optimizing best solution. However, incorporating
both QFD and Taguchi has been done in this paper and yields better design process. The
purposes of this research is to evaluate the incorporated methods by implemented it to a
case study, then analyze the result and see the robustness of those methods to customer
perception of service quality. Started by measuring service attributes using SERVQUAL
and find the improvement with QFD, the deployment of QFD solution then generated by
defining Taguchi factors levels and calculating the Signal-to-noise ratio in its orthogonal
array, and optimized Taguchi response then found. A case study was given for designing
service in local bank. Afterward, the service design obtained from previous analysis was
then evaluated and shows that it was still meet the customer satisfaction. Incorporating
QFD and Taguchi has performed well and can be adopted and developed for another
research for evaluating the robustness of result