Analysis of customer expectations via the quality function deployment and an application of case for the food package industry

Milk producers shall feel customer demands and needs beforecustomers and act in this way. They need to satisfy customers solving thecustomer complaints as soon as possible. Moreover they shall get theservice providing process up to optimum level, minimize customer complaintsand satisfy customers for their products provided in every respect. Thereforethey need to duly understand customer demands and needs to meet them.In this context, the Quality Function Deployment (QFD) getssubstantial facilities for companies. They appreciate how determined theproblems are resolved while they try to understand customers. Also it allowsto make evaluations and select proper solutions in priority, cost and benefitamong problems occurred and resolution ways determined.This study consists of three parts. Description, a short history andrelevant terms of the QFD are clarified in the first part. The second part isassigned for application way of the QFD step by step and various meansused with the QFD are listed in this part. In the last part of this study apractice was made in milk package industry using the QFD.Target of poll survey used in practice is to determine opinions ofpeople dwell in Ankara City concerned with milk package.Results gained via poll study have been evaluated in details withfrequency analysis and table analysis method.According to the poll results, most customers prefer carton box,otherwise it is seen that they have some disliked aspects for carton box.Customers prefer carton boxes because it is more healthy than plastic boxesand more cheap than glass boxes. Customers especially want that packageshave easy use, cover, easy handling and easy pouring etc.Key Words: Customer Satisfaction, Quality Function Deployment,Customer?s Voice.