Qual Quant

DOI 10.1007/s11135-015-0212-2

Advanced models of quality function deployment:

a literature review

K. Sivasamy1 • C. Arumugam1 • S. R. Devadasan2 •

R. Murugesh3 • V. M. M. Thilak2

Ó Springer Science+Business Media Dordrecht 2015

Abstract In this paper, a literature review conducted to study the characteristics of

advanced models of quality function deployment (QFD) that have appeared in the literature
arena is reported. QFD technique emerged in Japan in the 1970s. QFD has been proving to
be a powerful tool that can be used for translating the voice of customers into technical
languages. Yet from the beginning of this century, researchers began to point out the need
to refine, modify and improve the features of QFD technique. In order to fulfil this need,
few researchers brought out several advanced models of QFD. While conducting the
literature review reported in this paper, six types of such advanced models of QFD were
identified in the literature arena and their characteristics were studied. The result of this
study revealed that the procedural and computational complexities are least in the case of
an advanced model called total quality function deployment (TQFD). TQFD technique
replaces the complex computations involved in applying conventional QFD technique with
simple ratings. Besides the formation of teams to translate the voice of customers into work
instructions ensures the quick reactions to the customers’ desires in the actual field of
implementation. In this background, at end of this paper, it is suggested to adopt TQFD for
implementation in traditional organizations in which the prevalence of adequate education
for adopting complex procedures is found to be least.

Keywords Quality function deployment
Voice of customer
Total quality

management
Fuzzy logic
Analytical network process
Analytical hierarchy process

& K. Sivasamy
[email protected]
1
Coimbatore Institute of Technology, Coimbatore, Tamil Nadu, India
2
PSG College of Technology, Coimbatore, Tamil Nadu, India
3
Darshan Institute of Engineering and Technology, Rajkot, Gujarat 363650, India

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1 Introduction

Right from the middle part of twentieth century, the world began to experience the in-
tensification of global competition (Shaik et al. 2014).In order to face this intensified
competition, manufacturers and service providers were required to translate customer
preferences into technical parameters and values. In order to carry out this translation
accurately, quality function deployment (QFD) technique emerged in Japan during 1970s
(Akao and Mazur 2003; Wolniak and Sedek 2009; Buyukozkan and Cifci 2013; John et al.
2014; Liu et al. 2014; Politis 2005; Vinayak and Kodali 2013; Rajiv et al. 2010). The
developers of QFD named the ‘customer preferences’ as ‘voice of customers’ (Aytac and
Deniz 2005; Vinodh and Chintha 2011). The core part of QFD is the construction of a
matrix called house of quality (HoQ) (Raharjo 2013), which is the composition of four
matrices (Wu and Shieh 2008; Kuo et al. 2009). In a HoQ matrix, customer voice is fed as
the input and technical parameters with values are derived as the output. While developing
a HoQ matrix, besides considering customer voice, competitors’ position and interrela-
tionships among the technical parameters are considered (Li et al. 2014).
After about two decades from its emergence, QFD was adopted by the companies
situated in many parts of the world (Zhang et al. 2014). It was applied while carrying out
many activities like, product design, quality management, decision making and team
building (Wolniak and Sedek 2009). QFD was also applied in various industries like,
manufacturing, transportation, electronics, construction, education and service (Aytac and
Deniz 2005; Vinayak and Kodali 2013). From the year 1980, several researchers began to
publish the outcome of QFD when it was applied in practice (Politis 2005; Zaim et al.
2014). Most of them reported several benefits of applying QFD (Andronikidis et al. 2009;
Gremyr and Raharjo 2013; Kamvysi et al. 2014; Liao and Kao 2014; Raharjo 2013).
According to these researchers, QFD aids in designing customer friendly products, re-
ducing the product development lead time and improving product quality and reliability.
As a result of the appearance of abundant papers reporting researches on QFD, during
the beginning part of this century, a few authors began to publish review papers on QFD.
For example, Chan and Wu (2002) have reviewed as many as 650 papers and presented the
highlights of the contents of these papers (Vinayak and Kodali 2013). Likewise, Gremyr
and Raharjo (2013) reviewed 45 papers on QFD. The appearance of these papers on QFD
till the beginning of this century reveals its widespread adoption throughout the world
(Prasad et al. 2013). Despite its wider adoption, some researchers began to point out the
drawbacks of applying HoQ in practice (Andronikidis et al. 2009; Iqbal et al. 2014). As a
result, during the recent years, some researchers have been contributing advanced models
of QFD to overcome the drawbacks pointed out by these researchers (Buyukozkan and
Berkol 2011; Kamvysi et al. 2014; Raharjo et al. 2010; Vinayak and Kodali 2013). The
practitioners have also begun to examine the practical feasibility of these advanced models
of QFD (Mehrjerdi 2010a, b). Yet the practitioners are yet to identify the appropriate
advanced model of QFD that would suit their applications in specific cases. This situation
reveals the need to review the characteristics and advanced models of QFD that have
appeared in literature arena. The research question of such review should be, ‘What is the
practically viable and powerful advanced QFD model?’. The result of such review should
aid to identify an advanced QFD model which should be highly practically viable and
powerful in translating ‘customer voice’ into technical parameters and values. In order to
fulfil this need, the literature review being reported in this paper was carried out to answer
to the above research question.

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2 Drawbacks of QFD and emergence of advanced models

The literature review being reported here was begun by identifying the drawbacks of QFD
which have been reported by the researchers in the literature arena. These drawbacks are
enumerated in Table 1. As shown in Table 1, four distinct drawbacks of QFD have so far
been cited in the literature arena. From the beginning part of this century, a significant
number of researchers have brought out advanced models that would overcome these
drawbacks of conventional QFD (Kamvysi et al. 2014). This development leads to derive
an inference that the world has moved towards applying advanced models of QFD. This
situation warrants the need to review the literature on the development and application of
advanced models of QFD. On realising this need, the literature review being reported in
this paper was carried out. In the first phase of this literature review, leading database
namely, Emeraldinsight, Science direct, EPSCO and Springer-Link were searched to
gather papers reporting researches on advanced models of QFD. This search resulted in the
identification of 24 papers. Subsequently, the theory and practice of developing and ap-
plying the advanced models of QFD that have been reported in these papers were studied.
The information and knowledge gathered by carrying out this exercise are presented in the
following sections of this paper.

3 Advanced models of QFD

Time and again, QFD has been extended or modified by the researchers and practitioners to
overcome the drawbacks mentioned in the previous section (Akao and Mazur 2003; Chan
and Wu 2002; Kamvysi et al. 2010; Raharjo 2013). Due to their distinct prominence in the
literature arena, the following six main advanced models of QFD fell within the scope of
the literature review being reported in this paper.

Table 1 Drawbacks of QFD

Serial Drawbacks of QFD as reported in the literature Paper
number arena

1. Conventional QFD cannot be used when Vinodh and Chintha (2011)

multi—criteria are required to be considered
2. The usage of customer language is leading to Sener and Karsak (2011), Andronikidis et al.
ambiguity and derivation of imprecise (2009)
characteristics. These deficiencies result in
questioning the effective outcome of QFD
3. QFD is mainly useful for developing new Akao and Mazur (2003), Devadasan et al.
products. It is seldom employed for (2006)
developing improved products from the
existing products
4. QFD is a complex process. Developing QFD Bouchereau and Rowlands (2000),
chart is very difficult. Analysis of the data is Andronikidis et al. (2009), Kamvysi et al.
carried out in subjective manner, leading to (2014), Wu and Shieh (2008)
the inconsistencies of the outcome. The
relationships between ‘WHATs’ and ‘HOWs’
are not accurately indicated

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(1) Fuzzy QFD.

(2) Kano based QFD.
(3) Analytic hierarchy process (AHP) integrated QFD.
(4) Analytic network process (ANP) integrated QFD.
(5) Project QFD.
(6) TQFD.
The researches reported about the above advanced models of QFD are described in the
following subsections.

3.1 Researches on fuzzy QFD

During the conduct of the literature review being reported here, 13 papers reporting the
researches on fuzzy logic integrated QFD could be identified. The researches reported in
these papers are described in this subsection.
Kim et al. (2000) have stated that QFD is one of the techniques that the companies can
adopt to develop new products. As the target values derived as the output by the HOQ of
QFD technique are vague, it is suggested to employ fuzzy concept to quantify the same. In
this regard, these authors have explained the method of formulating models and obtaining
solutions using fuzzy logic integrated QFD process. In line to this information, Liu (2009)
has mentioned that, Khoo and Ho (1996) had first proposed the methodology of integrating
fuzzy logic with QFD. After that, many researchers have proposed several models of fuzzy
integrated QFD. This author claims that these models give rise to the results which are not
accurate. In order to overcome this deficiency, this author has proposed a model called
extended fuzzy quality function deployment (E-QFD). This approach focuses the practical
implementation of the results. After describing the theoretical aspects of E-QFD, this
author has explained the application of E-QFD in a company located in Taiwan. This
application consisted of seven steps. This author has mentioned that E-QFD enables the
decision makers to recognize the problems faced during the product development phase.
On the whole, E-QFD model enhances the practically of solutions obtained by applying the
QFD approach. Similar to this research, few researchers brought out generalised advanced
fuzzy integrated QFD models. For example, Ramasamy and Selladurai (2004) proposed a
model named by them as fuzzy logic quality function deployment (FL-QFD). It is claimed
that, FL-QFD is an innovative method of determining optimum rating of engineering
characteristics (ECs) by simulating the QFD matrix. The FL-QFD approach provides better
ratings for the ECs when compared with the FQFD model proposed by Khoo and Ho
(1996). Few other authors have reported the application of fuzzy logic integrated QFD in
specific cases and situations. The researches reported by these authors are briefly described
in the following paragraphs of this subsection.
Ding (2009) has reported a research in which fuzzy QFD approach was applied to
translate customers’ requirements into technical parameters in the case of serving cus-
tomers in a port. While conducting this case study, the largest international port of Taiwan
namely port of Kaohsiung was considered for applying fuzzy QFD approach. To begin
with, appropriate data from sixty users of ports of Kaohsiung were gathered by supplying a
questionnaire. Using this data, the fuzzy QFD was applied. At the end of this application,
eight key solutions were obtained. Some of the solutions include carrier retention in the
port, carrier total satisfaction and quick efficiency customer response. Further, ten key
factors were found to be playing major roles in improving the quality of service in the port.
Some of them include ‘berth dispatching and deployment,’ ‘port marketing,’ and ‘applied

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capability of IT’. It is on anticipated that the application of these eight solutions and top ten
key factors in practice will improve the performance of the port.
Liang (2010) has enumerated seven steps for applying fuzzy QFD approach in service
management arena. This author has illustrated the methodology of applying these steps by
considering customers relationship management (CRM) of ‘airlines cargo business’. This
author has considered three customer quality needs under the titles ‘value added’, ‘cus-
tomer interaction’, and ‘customer profiling’. On applying fuzzy QFD, the importance of the
customers’ preferences could be ranked. The first rank of customer quality parameter was
‘value added’. The second rank of customer quality was ‘customer ranking’. The third rank
of customer quality requirement was ‘customer requirements’. Thus, this author has de-
scribed in this paper the way of ranking customer priorities by applying seven steps of
fuzzy QFD approach. While concluding this paper, this author has mentioned that this
approach can be applied in any situation wherein management decisions are required to be
made.
Wu (2011) explored an intelligent method to evaluate the product design time (PDT). At
the early development stage, designers do not have appropriate facilities to access suffi-
cient product information and have difficulty in determining PDT by subjective evaluation.
In order to overcome these deficiencies, a model named as ‘fuzzy measurable house of
quality’ (FM-HOQ) is proposed in this paper to provide measurable engineering infor-
mation. In this model, QFD is combined with a mapping pattern of ‘function, principle and
structure’ to extract product characteristics from customer demands. Vinodh and Chintha
(2011) have reported a research in which a fuzzy integrated QFD approach has been used
for enhancing agility of a traditional manufacturing organization. The primary objective of
this research was to improve the strategic agile position of an organization by prioritizing
of agile performance measures (APMs), agile attributes (AAs) and agile enablers (AEs) by
applying this fuzzy integrated QFD approach. Agile decision domains (ADD) is the agile
manufacturing (AM) criteria and AAs are the ways through which the criteria could be
met. In order to prioritize the ADDs, AEs and AAs, this fuzzy integrated QFD was applied
for enhancing the agility of the case organization. Sener and Karsak (2011) have made use
of fuzzy linear regression model to develop a fuzzy multiple objective decision making
framework for considering fuzzy nature of design problems and making precise the vague
representation of the voice of the customers in the execution of QFD technique. These
authors have described the application of this framework by considering the case of de-
veloping a washing machine.
Yang et al. (2003) have applied fuzzy integrated QFD while carrying out the building
design. These authors have created a matrix named by them as ‘HoQ for buildable design’
(HoQBD) to make the conventional HoQ compatible for making decisions while carrying
out the building design. These authors have illustrated the application of HoQBD by
describing a hypothetical case study. While concluding, these authors have stated that,
integration of fuzzy logic in QFD results in the identification of precise solutions that
would be useful for making good decisions while carrying out building design. Lin (2010)
has presented a research work in which fuzzy QFD was applied to determine the expec-
tation of the customers who visit trade shows. The attributes of trade shows were obtained
by building HoQ. Subsequently, fuzzy integrated QFD was employed to study the func-
tional relationship between attributes of trade shows and indicate the values of trade shows
using fuzzy and crisp numbers. Entropy methods were employed to rate the trade shows
from the view point of the different clusters of visitors. A fuzzy decision support system
was also developed by incorporating this approach and entropy methods.

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Chen and Ko (2009) have claimed that so far researchers have not addressed the method
of integrating QFD with FMEA. Furthermore, the uncertainty aspects of developing new
products have also not been addressed by the researchers. In order to overcome this deficient
situation, these authors have contributed a fuzzy logic integrated QFD approach. In this
approach, these authors have integrated FMEA with QFD by constructing fuzzy nonlinear
mathematical programming models. This model was used to obtain the interrelationship
between the several phases of QFD. These authors have considered Kano’s concept and
proposed this fuzzy nonlinear model to achieve better satisfaction of customers.
Kuo et al. (2009) have proposed a model named as fuzzy based Eco-QFD model. This
model would aid a design team to choose the target levels of technical attributes based on
environmental concerns. In order to apply this model, ecological based design product
development problem is to be formulated as a fuzzy multi-objective model. The HoQ is
applied based on the importance ratings that are assigned by the customers against each
product. These authors have concluded that, this model is useful in integrating environmental
attributes with quality, cost and customer requirements. Also the vagueness and uncertainty
faced in group decision making process can be eradicated by employing this Eco-QFD
model. Sen and Baracli (2010) have categorized non-functional requirements of software
into three criteria under the titles ‘quality characteristics’, ‘technology factors’, and ‘socio
economic factors’. In order to support the non-functional requirements that are considered
while developing software packages, these authors have proposed a fuzzy QFD based
method. This fuzzy QFD based method, which consists of seven steps, has been illustrated by
applying it to audio electronics. In the conclusion section, these authors have mentioned that,
in the proposed fuzzy integrated QFD method, large volume of computations is required to be
carried out. These authors have suggested to the future researchers to develop expert systems
or decision support systems for supporting these voluminous computations.
The review of the papers described above has indicated that in total, fuzzy based QFD
models have been applied in several fields. However, the complex computations presented
in the above papers indicate that the practical application feasibility of fuzzy QFD models
is weak.

3.2 Researches on Kano QFD

While conducting the literature review being reported here, three papers reporting the
researches on integrating Kano model with QFD were encountered. The researches re-
ported in these papers are briefly reported in this section.
Kuo et al. (2012) have described about the increasing usage of health foods in devel-
oping countries. These authors have considered a case of buying black beans as a health
food by the customers in Taiwan. Because of the higher sales of black beans in Taiwan, the
black bean manufacturers are required to identify the customer requirements through the
translation of customers’ vague languages. In order to carry out this task, these authors
have used Kano integrated QFD model. This research was conducted in seven steps. In the
first step, the questionnaires were designed and supplied to 20 years old customers in
Taiwan. After gathering the filled in questionnaire and drawing relevant data from them,
Kano model was applied to identify quality factors of health food. During the pursuance of
this research, 15 attributes of black beans were considered. Out of them, five attributes
were considered to be important form the customers’ point of view. Subsequently, QFD
was applied to identify the important techniques that are required to be applied for im-
proving the quality of black beans. Some of the techniques identified were ‘market posi-
tioning,’ ‘competitive product analysis’ and ‘trend review’. By gathering this information

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through the application of Kano QFD model, these authors have listed suggestions for
improving the selling of health products and the titles of products, prices, promotions and
channels. For example, under the title prices, these authors have suggested the manufac-
turers to identify the ways of reducing the cost of manufacturing ingredients and lowering
the prices of health products.
Lee et al. (2008) have reported a research in which QFD was incorporated in product
life cycle management (PLM) to capture the voice of customers. The requirements of
customers which form the input of PLM are derived from customer complaints. Since the
customer complaints do not lead to the identification of customer requirements exactly, it is
suggested to apply QFD in PLM. Further, the usage of Kano model has been suggested to
indicate customer requirements under the titles ‘basic quality element’, ‘attractive quality
element’ and ‘reverse quality element’. In order to convert these customer requirements
which are indicated using linguistic elements in Kano model, these authors have suggested
the employment of fuzzy concept. After theoretically describing its steps, the practical
application of this QFD integrated PLM model, has been described by presenting a case
study. While carrying out this case study, first the data were gathered by using the ques-
tionnaires. Then, these data were analyzed using fuzzy Kano model. The method of cal-
culating the weights and the method of identifying the most influential ones are presented.
These authors have listed as many as eight major benefits of PLM which include
achievement of higher product quality and better business results. These authors have
claimed that these benefits can be reaped significantly if QFD, Kano model and fuzzy logic
concept are incorporated in PLM by employing the integrated model proposed by them.
These authors have suggested the employment of AHP in the proposed integrated model as
the future scope of research.
Shen et al. (2000) have proposed a process which is named by them as innovative
product development process. It is pointed out that in order to face the competition, more
than satisfying the customers, it is required to delight them by providing innovative
products. In order achieve this goal, it is suggested to use Kano model which classifies the
different customer desires into categories like ‘must be’, ‘attractive’ and ‘desirable’
characteristics. The attributes derived by applying Kano model which basically involve the
data collection using a questionnaire are to be input into the QFD process. The QFD
process converts these attributes into technical languages. This process facilitates to de-
velop innovative products for delighting the customers. After describing this process, the
method of designing the web page for increasing the efficiency of innovative product
development is described. While concluding, these authors have suggested investigating
the integration of TRIZ with this proposed process for enhancing the efficiency of pro-
ducing innovative products to delight the customers.
On the whole, in order to improve the accuracy of ‘voice of customer’, the method of
integrating Kano model with QFD model is suggested in the above papers. The drawback
of this integration is that it increases the steps of translating the voice of customer into
technical parameters. Hence, the lead time of developing the innovative products will be
increased which is intolerable given the intensified competition prevailing in the markets.

3.3 Researches on analytic hierarchy process integrated QFD

While conducting the literature review being reported here, two papers reporting a research
on integrated analytical hierarchy process (AHP) with QFD were encountered. The re-
searches reported in these papers are briefly described in this section.

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Ho et al. (2011) have reported a research in which an integrated approach involving

QFD and AHP approach was developed for selecting the supplier to meet the strategic
objectives of the organization. This integrated approach has to be carried out by applying
13 steps to achieve effective supplier selection. While implementing these steps, three
houses of quality need to be developed. The practical implementation of this integrated
approach has been demonstrated by reporting a case study in a UK based multinational
automobile manufacturing company. In this case study, the performance of the current
supplier with three other suppliers has been evaluated. At the end of this case study, these
suppliers were ranked. Subsequently, the results were further analysed. The result of this
analysis suggested the replacement of the current supplier with either one or two other
suppliers. In the conclusion section of this paper, these authors have described five ad-
vantages of applying this integrated approach in practice. Particularly, the advantage of
facilitating active involvement of all concerned members while evaluating these suppliers
is noteworthy.
Ho et al. (2012) applied an approach involving the integration of QFD, fuzzy set theory
and AHP for selecting third party logistics (3PL) service providers. According to this
approach, fuzzy and AHP are applied to rate and weigh the 3PL service providers. Ap-
plication of fuzzy and AHP reduces the inconsistencies in ranking the 3PL providers. The
objectives of applying this approach were, the reduction of total logistics costs, reduction
of cycle time, assurance of quality in distribution, providing customized logistics services,
increasing customer satisfaction, possessing state-of-the art hardware and software, pro-
viding guidance on time and resolving problems effectively. The constraints considered in
this approach are, finance, ‘logistics and transportation’, manufacturing and marketing.
Appropriate selection of 3PL will enhance the competition between the companies pro-
viding a particular production process. Thus, this fuzzy and AHP integrated QFD approach
ensures that the stakeholders’ requirements are met and the business objectives of 3PL
providers are achieved. A significant merit of this approach is that, several teams of
personnel are triggered to involve in the selection of 3PL service providers, which lead to
the balanced consideration of the requirements at each stage of the business process. The
conventional approaches on the strategic logistic outsourcing are outranked by this new
approach.
On the whole, the researches reported in the above papers indicate that, it is beneficial to
integrate fuzzy logic concept and AHP with QFD for effectively translating ‘voice of the
customers’ desires into technical parameters and their values. However, the complex steps
and computations involved in this integration weaken its practical feasibility.

3.4 Researches on analytic network process integrated QFD

While conducting the literature review being reported here, three papers reporting the
research on analytic network process (ANP) integrated QFD were encountered. The re-
searches reported in these papers are briefly described in this section.
Lin et al. (2010) have mentioned that very little studies have been conducted to de-
termine the factors that would improve both environmental production requirements
(EPRs) and sustainable production indicators (SPIs). These authors have conducted studies
among original equipment manufacturers (OEMs). It is a difficult process to link envi-
ronmental aspects while designing products and processes employed in OEMs. These
authors have proposed an approach that makes use of QFD and ANP integration. In this
approach, fuzzy principles have been used. An empirical study was conducted to study the

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practical feasibility of this approach. The results of this empirical study have suggested that
the firm considered under the case study shall listen to EPRs to improve the values of SPIs.
Like Kim et al. (2000), Liu and Wang (2010) have proposed an advanced QFD model
which is incorporated with fuzzy logic system and ANP. In order to apply this model, six
steps are to be followed. Constructing the network diagram, fuzzy ranking and fuzzy
clustering are the major hallmarks of these steps. The application of this model in real time
situation has been explained by presenting a case study. While concluding the article, these
authors have pointed out the positive features of this model. These authors have also
pointed out the drawbacks of this model. One of these drawbacks is that during the
application of this model, several computations are required to be carried out which will be
tiresome in practice. In order to overcome this difficulty, these authors have suggested the
development of decision support systems to assist managers for implementing this fuzzy
and ANP integrated advanced QFD model.
Zaim et al. (2014) stated that researchers have been evolving advanced models of QFD
which are augmented by the concepts like AHP and ANP. In the research reported in this
paper, two techniques namely ‘ANP weighted QFD’ and ‘fuzzy analytical network process
weighted QFD’ were employed. The quality characteristics of the product were evaluated
according to qualitative and quantitative criteria by employing both these techniques. The
results obtained by crisp based ANP and fuzzy logic based ANP were compared and
interpreted. A new tool called ‘polyethylene squeeze off tool’ was developed using this
methodology to fulfil the need of the customers.
The researches reported in the above papers have indicated the practicality of improving
the preciseness of the outcomes of QFD by integrating fuzzy and ANP principles with it.
However, the long steps and complex computations tend to desist the practitioners from
employing the above fuzzy and ANP integrated QFD approaches reported in these re-
searches in real time situations.

3.5 Researches on project QFD

During the conduct of the literature review being reported have, a paper reporting the
research on applying project QFD technique was encountered. The research presented in
this paper is briefly described here. Chao and Ishii (2004) have pointed out that 46 % of the
projects that were started by the companies worldwide to develop new products fail. Many
researchers have examined the causes of failures of these projects. The main cause iden-
tified is the failure to define the product requirements. Another cause identified is the
failure to address the risks associated with the execution of the projects. These two failures
can be prevented in case project QFD is adopted in companies while executing the pro-
jects. The HoQ of project QFD consists of two houses. In the first house, the project
requirements are mapped against the development matrix. In the second house, the project
matrix is mapped. After constructing these houses, cost worth analysis (CWA) is analyzed
by considering the tools for developing new product and the cost of implementation. In
total, the three stages of project QFD indicate the tools to be applied to successfully define
the product for minimizing the risk and utilizing the resources meticulously. These authors
have described the working of project QFD by reporting a case study in an alternating
current (AC) drive controller project. While conducting this case study, it was realised that
the effort must be made to define a project and overcome risks of carrying out this project.
The pursuance of this case study has revealed that project QFD is one of the powerful
project definition tools. In the conclusion section, these authors have mentioned that
companies like General Electric, Asea Brown Boreri (ABB) and National Aeronautics and

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Space Administration (NASA) have recognized project QFD as a powerful product

definition tool. These authors have also mentioned that project QFD is known as ‘‘boss or
business’’ QFD as this tool facilitates a company to achieve business results. Despite this
benefit, the limited scope of applying to improve the success rate of projects prevents the
widespread application of project QFD in organizations. Presumably due to this reason,
except the above paper, no other paper reporting the application of Project QFD could be
encountered in the literature arena.

3.6 Researches on TQFD

During the conduct of the literature review being reported here, two papers reporting the
theory and application of the TQFD technique were found. The information and knowledge
derived by reviewing these papers are briefly described in this section.
Devadasan et al. (2006) have described the roles played by QFD in implementing the
TQM in companies. These authors have pointed out that several benefits of implementing
QFD have been reported in the literature arena. Yet QFD suffers from certain limitations
which impede its implementation to a great extent. As many as nine deficiencies of QFD as
reported in few other papers found in the literature arena are listed in this paper. Among
these, the notable deficiency is the complexity of developing HoQ while implementing the
QFD and drawing the outcomes from HoQ. In order to overcome this complexity, these
authors have proposed the TQFD technique. TQFD stipulates the development of five
different matrices in stages. In each stage, the total involvement of the cross-functional
team members in translating customers’ vague languages into technical languages is en-
sured. The first matrix is customer reaction matrix and the fifth matrix is planning and
control chart. From the planning and control chart, the work instructions are drawn which
need to be implemented after obtaining the endorsement of the top management. The
unique features of TQFD technique is that, the personnel with no or little literacy can
participate in TQFD project and supply solutions. Another unique feature of this technique
is that, the solution is practically implemented through the development and execution of
work instructions. These authors have explained the application of TQFD in a pump
manufacturing company. It has been pointed out that all matrices and work instructions are
useful to the users at different levels. For example, the component deployment matrix is
useful for gathering about the changes to be made technically in the components to both
senior level managerial and non-managerial personnel. Likewise, work instructions are
useful to the operators for knowing the exact actions to be taken against the customer
language. Altogether, TQFD is prone to be a highly practically compatible and powerful
technique in translating ‘voice of customers’ into technical parameters and values, and also
executing the same in practice.
Kathiravan et al. (2008) reported a study on implementing TQFD in a rubber
manufacturing company by name The Indiar Block Rubber Factory (hereafter, shortly
referred to as Indiar). Indiar is situated in the Kerala state of India. The beginning of this
study was marked by the gathering of information about the steps carried out at Indiar to
process rubber. In continuation to this information gathering exercise, the complaints and
grievances that reflected the ‘voice of the customers’ were gathered. This exercise resulted
in the identification of ten voices of customer. These voices of customer were entered into
customer requirement matrix. In this matrix, the importance of each voice of the customer
was indicated using a scale of range 0–10. In this scale, ‘0’ meant ‘not at all important’ and
‘10’ meant ‘most important’. Subsequently, product deployment/modification matrix,
component deployment matrix, planning and control chart and work instructions were

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 Table 2 Quantitative and qualitative assessments on the complexities of implementing six advanced models of QFD
Advanced models of QFD Concept Paper Number of steps Qualitative assessments on
(quantitative procedural and computational
assessment) complexities

Fuzzy QFD This advanced model of QFD is integrated Chen and Ko (2009) 7 High
with fuzzy concepts, for quantifying vague Kuo et al. (2009) 6
statements using crisp values
Lin (2010) 5
Liu (2009) 7
Ramasamy and Selladurai (2004) 7
Sen and Baracli (2010) 7
Sener and Karsak (2011) 7
Kano based QFD Customers’ perceptions are categorised by Lee et al. (2008) 9 Medium
employing Kano model in the QFD
process
AHP integrated QFD models AHP technique is linked with the HoQ of Ho et al. (2011) 13 Very high
QFD Ho et al. (2012) 13
ANP integrated QFD models ANP is linked with the HoQ of QFD Liu and Wang (2010) 6 High
Zaim et al. (2014) 6
PQFD Using the ‘Requirements matrices’ and Chao and Ishii (2004) 4 Moderate
Advanced models of quality function deployment: a literature review

‘resources matrices’, HoQ is developed.

Then cost benefit analysis is carried out.
The results are finally derived
TQFD Simplest form of QFD. The collected data Devadasan et al. (2006) 6 Simple
are used directly. Work instructions are
developed by referring to planning and
control matrix. Work instructions clearly
point out the activities to be carried out in
practice to fulfil the desires of customers

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developed. In the work instructions, the actions to be taken at the work place by the
operators were indicated. This study revealed the practical feasibility of implementing
TQFD in a rubber processing company. Also, the conduct of this study revealed that TQFD
can be used as a vehicle to unearth the voices of the customer and identify the actions to be
taken by the operators through the spontaneous formation of teams. As the actual imple-
mentation of the actions specified in the work instructions could not be implemented at
Indiar, the overall opinions of the executives on the implementation of TQFD were
gathered. As the opinions of these executives were encouraging, it was construed that
TQFD is a simple and practically feasible technique that can be used to translate the ‘voice
of customers’ into technical parameters and values, and put them into practice.
Altogether, the researches reported in the above two papers have indicated that TQFD is
a simple and practically compatible technique. Particularly, its capability in enabling the
participation of all kinds of employees possessing or not possessing educational qualifi-
cations is highly noteworthy.

4 Complexities of implementing advanced models of QFD

After studying the features of the six advanced models of QFD, the requirements for
applying them in practice were studied. These studies were made from the point of view of
the complexity of the procedures and computations involved while implementing these
advanced models of QFD in real time scenario. This perspective was chosen based on a
deficiency of QFD which has been apprised by many researchers. According this defi-
ciency, the procedure and computation involved in developing HoQ in practice are com-
plex enough to prevent the successful implementation of QFD. This appraisal suggests that
it is preferable to employ an advanced model of QFD which requires following least
complex procedure and carry out simple computations. Hence, at the end of conducting the
literature review being presented here, the complexities of implementing the six advanced
models of QFD were quantitatively and qualitatively assessed. These assessments of ad-
vanced models of QFD from the perspective of procedural and computational complexities
involved in applying them in practice are summarised in Table 2.
As shown in Table 2, except TQFD and PQFD, other advanced QFD models stipulate
the conversion of the gathered data using concepts like fuzzy and AHP, and then to identify
the technical parameters and values. Though the adoption of fuzzy and AHP concept is not
stipulated in PQFD, its implementation requires the construction of two houses of quality.
This aspect increases the complexity of applying PQFD in real time practice. Though these
advanced models enhance the accuracy of the data gathered, these advanced models of
QFD fail to indicate the exact activities to be carried out in real time scenario in response to
the voice of customers. In the case of TQFD, not only the procedure stipulated is simple
enough to use the gathered data directly, it also facilitates the implementation of technical
parameters and their values in the real time scenario through the evolving of work in-
structions. These work instructions are required to be endorsed by the competent au-
thorities. This endorsement ensures that the voice of customers is not only translated but
also is executed in practice. In the context of drawing this inference, it is suggested to a
adopt TQFD in practical scenario to achieve the goals of applying QFD technique. Par-
ticularly, the application of TQFD would be highly beneficial in companies wherein
adequate literacy among the management and employees is absent to follow complex
procedures and carry out complex computations for achieving the goals of QFD.

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Advanced models of quality function deployment: a literature review

5 Conclusion

QFD emerged in Japan in 1970s (Liu and Wang 2010). Thereafter it was applied in many
companies situated in many parts of the world (Zaim et al. 2014). In the initial period of its
development, QFD was largely applied in manufacturing companies. Later on, QFD was
applied in several other fields like healthcare, finance and services (Chan and Wu 2002;
Gremyr and Raharjo 2013). Several benefits reaped by implementing QFD in real time
practice have been reported by both researchers and practitioners. Yet, from 1980s, these
professionals began to point out the need for evolving advanced models of QFD. One
reason for this appraisal is that QFD is highly biased towards its application in
manufacturing engineering scenario and hence, when it is required to implement in non-
manufacturing engineering fields, its framework needs to be modified to suit such appli-
cations. The second reason is that it was found that integration of QFD with other tech-
niques like FMEA would produce benefits which are manifold in comparison to that are
reaped by implementing QFD and other techniques separately. Third reason is that the
researchers have identified certain drawbacks of QFD which are required to be overcome
by evolving appropriate advanced models. Due to these three reasons, researchers have
evolved numerous advanced models of QFD.
Out of the three reasons mentioned, the third reason is very sensitive, as the primary
objective of QFD is to initiate action in practical scenario that would meet the customer
requirements. Particularly, the computational complexity involved in developing the HoQ
of QFD as pointed by the researchers deserves special attention. In this background, it is
necessary to examine the capability of the advanced models in overcoming the drawbacks
of QFD as appraised by the researchers. From this perspective, the literature review re-
ported in this paper was carried out. While carrying out this literature review, it was found
that many researchers have been incorporating fuzzy logic principles with QFD. In con-
tinuation to this kind of research, a few more researchers began to integrate ANP and AHP
with QFD and fuzzy logic principles (Zaim et al. 2014). In this direction, Wu and Shieh
(2008) have reported a research in which Markov chain model was used while applying of
QFD to improve the accuracy of the relationships between ‘WHATs’ and HOWs’ of HoQ.
A critical study of these advanced models has indicated that the researchers who have been
developing these models strive to enhance the precision and accuracy of the outcomes of
QFD technique.
The examination of the results of the literature review reported in this paper has re-
vealed that despite enhancing the precision and accuracy of translating customer vague
languages into practical languages, the advanced models of QFD evolved by the re-
searchers are encompassed with computational complexity. In the context of this obser-
vation, at the end of conducting this literature review, the advanced models of QFD were
critically studied from the point of view of the number of steps and complexity of pro-
cedural and computational steps involved in implementing them. The results of this ex-
amination facilitated to answer to the research question ‘What is the practically viable and
powerful advanced model that can be employed in an environment wherein educational
level is insufficient to compute complex computations?’. The quest for getting answer to
this question ended with the completion of the literature review reported in this paper by
identifying the TQFD technique. In comparison to other five advanced models of QFD
whose features were studied during the conduct of this literature review, it was found that
TQFD technique involves minimum number of steps and very simple computations. In this
background, the authors of this paper, suggest that instead of applying complex advanced

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 K. Sivasamy et al.

models of QFD integrated with principles like fuzzy and AHP, it would be beneficial to
adopt the simple, modified and refined model QFD namely TQFD in practical environ-
ments in which adequate literacy is not prevailing amongst many employees to carry out
complex computations and steps. Through the several stages of its execution, TQFD is
prone to facilitate the successful reaping of the benefits QFD which will be reflected in the
form of ‘work instructions’. These work instructions will in turn facilitate the imple-
mentation of technical parameters and values translated from the voice of the customers in
the practical scenario.

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