Benchmarking and quality improvement -an application of quality function deployment in a firm-

Nowadays, it is nearly getting necessary to adopt fast growing industrial developments and demands for the companies in manufacturing or service market. In order to stay in competitive market, the companies try new approaches and put the successful ones into application. One of the widely used approaches is, today, Quality Function Deployment (QFD). In this study, the basic steps of Quality Function Deployment approach is presented. Also an example of application of QFD to a television manufacturing company is given as a project. Therefore, this research attempts to build the benchmarking from the ?voice? of the customer. The comprehensive methodology I propose here is called the quality benchmarking deployment (QBD) technique. The case study findings demonstrated that QFD could be successfully applied in combo CRT television projects as a strategic tool to facilitate marketing and manufacturing decisions. As a result of extensive literature review and the case study observations; this study also points out the limitations and breakthroughs of the QFD methodology. Finally, critical success factors are proposed to improve the performance of the QFD methodology in projects. Keywords: Benchmarking, Competitive Benchmarking, Quality Function Deployment, Quality Improvement, Voice of Customer, Customer Satisfaction, Analytic Hierarchy Process