Abstract
This article, proposing Quality Function Deployment (QFD) as a product and service design technique, can be used to make decisions. Implementation of the process is done by conceptualizing problems, collecting data, and analyzing and reporting results. In this process, the required product innovation as well as the needs of the employees, as internal organizational clients, are determined. These results are then used to design KPIs that relate to consumer perspectives as well as internal perspectives. This framework is manifested in a diagram called the House of Quality (HOQ). Nevertheless, as a tool developed from practical level, little theoretical and empirical reviews attempt to provide sufficient information to assure the benefits of QFD in the transport context. Therefore, we review the theoretical foundations that can be used to support QFD and present a number of empirical findings from the literature that can be used to evaluate the feasibility of QFD in the selection of modes of transport. Because it is a practical tool, QFD is rarely discussed through theoretical approach. QFD has no theoretical basis at all. However, it is important to support QFD from the relevant theoretical aspects to explain how this system can work in promoting the improvement of product and service quality.
Published Version
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