• Journal of Korean Society for Quality Management
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• v.32 no.3
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• pp.29-44
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• 2004

Obtaining and fully understanding the true requirements of customers is hard task. However, successful use of quality function deployment(QFD) depends on capturing customers' requirements and reflecting them during the design of a product. One of common mistakes in QFD is to perform analysis using an inconsistent house of quality(HoQ) chart. This article presents a model for prioritizing customer attributes and design characteristics in order to make a product more attractive to customers. The proposed model modifies the analytic hierarchical process(AHP) with simple pairwise comparison. Our exploration using of QFD identifies how practitioners maintain consistency, whist quantifying HoQ speedily from the customer's perspectives. This paper also identifies and justifies an alternative position on QFD that is supported by statistical examples.