Applying quality function development to develop the home delivery service model for specialty foods in traditional market

Although a few studies have been done to investigate the issue of new service development (NSD) in an emerging market, it is deficiency in the development of home delivery service (HDS) for specialty foods in traditional market. Thus, this study takes a Taiwan's HD companies as a subject and uses quality function deployment (QFD) to develop the home delivery service model based on NSD model. In the area of voice of customer (VOC), the results reveal that e-shoppers put emphasis on the security of personal information and trading mechanism. As for HDS for specialty foods in traditional market, customers pay attention to the speed of delivery service, freshness of foods and quick responses from HD companies when any problems happen during delivery. Furthermore, in the area of voice of engineering (VOE), the main suggestions for improvement are training staff, setting up a brand, and strengthening system effectiveness and information safety.