Determining customeroriented technical importance ratings an evaluative study

Purpose To provide customeroriented group decision methodology for designers or developers in using quality function deployment which is based on voice of customer. Designmethodologyapproach Technical importance rating in house of quality HoQ should be evaluated considering both the roof and relationship matrix. Since the roof is generally irreducible, all of relationships between customer attribute CA and engineering characteristic EC are evaluated. A customeroriented evaluating method is proposed and empirical test is issued. Findings The phenomenon of inconsistency which is frequently found in HoQ is easily protected by proposed approach which focuses on the view of customer. Research limitationsimplications The proposed evaluating method is appropriate for the time when the number of ECs or CAs are greater than nine. If the number of alternatives is less than nine, analytic hierarchical process is usually used. However, 19 scaling pairwise comparison is not suitable for customers such as nonexperts, housewives, or even children. Practical implications Especially, the proposed evaluating method could be widely used for organizations depending on customers. Originalityvalue In various fields, this paper supports the customercentered environment.