Open AccessQuality Function Deployment (QFD) and Marketing: Towards Customer Satisfaction
Author(s) -
Jesús Alberto Andrade,
María Susana Campo Redondo
Publication year - 2011
Publication title -
revista de ciencias sociales/revista de ciencias sociales
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.226
H-Index - 10
eISSN - 2477-9431
pISSN - 1315-9518
DOI - 10.31876/rcs.v7i1.25119
Subject(s) - quality function deployment , customer satisfaction , voice of the customer , house of quality , marketing , business , process management , software deployment , function (biology) , quality (philosophy) , computer science , service quality , new product development , service (business) , customer advocacy , customer retention , evolutionary biology , biology , operating system , philosophy , epistemology
The following paper illustrates how Quality Function Deployment (QFD) could be used to operacionalize the marketing concept. The relationship between marketing and satisfaction of the customer's needs with the Quality Function Deployment criteria is examined. The QFD as management approach is described, giving special emphasis to the Voice of Consume's (VOC) phase. The style of communication that results from the application of QFD is discussed. The advantages and limitations of the application of QFD are highlighted. Lastly, some conclusions are stated.