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Article history: Received: July 24, 2017 Received in revised format: August 6, 2017 Accepted: August 14, 2017 Available online: August 14, 2017 Customer satisfaction is one of the main factors in determining the competitiveness of every industry. Along with the technological advances, it will impact on the increasingly intense competition in the business of providing great opportunities to the consumer to find a quality product at competitive rates. The purpose of this study is to develop the quality of automotive battery products that meet consumer needs by using Quality Function Deployment (QFD) method. The application is then analyzed and its results produced a proposal for product development according to the weight and priority development on product attributes that are considered important by customers. There are two main priorities that are most desired by customers, among others for improving the quality of products maintenance free battery in automotive battery industry with quality function deployment according to consumers. Consumers need a car battery with a good durability and great performance, low price, and environment friendly features, which can be achieved by using absorbent glass mat and expanded machine technology. Based on relative weight in House of Quality, Absorbent Glass Mat receives the highest percentage of technical priority that is equal to 31% whereas technology expanded gets the second highest percentage of technical priority that is equal to 19%. It means that both technologies are more important to develop this product. Therefore, the maintenance free battery products are expected to be attractive for consumers and extensive marketing. © 2017 Growing Science Ltd. All rights reserved.

Product development strategy with quality function deployment approach: A case study in automotive battery