Quality function deployment: more than a design tool

Purpose This paper aims to investigate to what extent quality function deployment (QFD) can be used in quality improvement rather than design activities. Design/methodology/approach A framework was developed for implementation of QFD as a quality improvement tool. A case study approach is used to test this framework, and quality issues were analyzed using the framework in a ceramic tile manufacturing company. Findings The results showed considerable improvements in the critical quality characteristics identified and sales rates, demonstrating the potential of QFD to be used in assessing and prioritizing areas of improvement, and converting them into measurable process or product requirements. Research limitations/implications One case study was completed. More studies would be beneficial to support current findings. Practical implications This framework provides structured approach and guidelines for practitioners in adapting QFD for quality improvements in existing products or processes. Originality/value This study proposes a new framework to use QFD in quality improvement activities, expanding its application areas. Moreover, the results of the literature study performed provide a valuable collection of practical QFD implementation examples.