The article discusses how to improve service quality and customer satisfaction in the hospitality industry by considering both customer needs and internal service processes. The researchers use a framework called Quality Function Deployment (QFD) to develop strategies for service innovation. They explain the QFD process and show how it can be applied in the lodging industry. The study highlights the benefits and drawbacks of using QFD compared to other methods. Overall, the research suggests that QFD can help improve service management in the hospitality sector.