Research on service quality and customer satisfaction has become significant in the service industries. This study develops a case study that considers both external and internal service management issues and subsequent service innovations based on the framework of quality function deployment (QFD). The application of the customer window quadrant (CWQ) and the action plan matrix in the analysis of customer and service elements constitute a different approach for QFD. Some benefits and disadvantages of the QFD process are discussed as compared to extant service quality and customer paradigms. Finally, suggestions and directions are offered for future applications, with particular interest in the e‐bank service management issues.