House of quality improvement by new design requirements generation

Integration voice of customer into new product development (NPD) process is an important factor that creates more customer satisfaction. Quality function deployment (QFD) is widely used to capture customer requirements (CRs) which are real by focusing on customers´ needs. It helps organizations to translate CRs to the major design requirements (DRs) in such a way that they can develop better products which meet their customers´ needs. In most of existing literature, traditional QFD discovers the needs of customers and fulfill them. Yet research and development team can improve QFD tool by adding need creation item so organizations can provide suitable products that cover customers´ hidden needs and delight them. This paper presents a new approach that develops quality function deployment through the house of quality matrix expansion. The main innovative idea of the method is the extracting new design requirements (NDRs) without considering CRs in QFD. Analytic network process (ANP) is used to determine relations and correlations between QFD components. The Zero One Goal Programming (ZOGP) is employed in order to prioritize DRs and NDRs by considering additional factors such as manpower constraint, cost budget, extendibility and manufacturability level. Finally the effectiveness of proposed method is illustrated by provided case study.