Aditya Desai

A13559020138
HOUSE OF QUALITY – SUMMARY

The House of Quality (HOQ) is one of the matrices in the Quality Function Deployment iterative
process (QFD). It is pivotal to the entire QFD process. It turns client requirements into an acceptable
number of technical targets to be reached via improved product design, based on marketing
research and benchmarking data. Automobiles, electronics, integrated circuits, home appliances,
clothing, and other sectors have all implemented HOQ to better understand customer requirements.
Difficulty in product development, excessive rework, customer dissatisfaction, inefficient product
development process, and market share volatility are some of the major reasons that could require
businesses to implement HOQ.

The House of Quality Matrix is the most well-known and commonly applied method for increasing
customer happiness. It may be used to create benchmarking indexes, prioritising indexes, and
quality improvement indexes.

The quality improvement index has extreme values that are crucial for making quality decisions. The
extreme values represent the importance of the service requirements. Additionally, high priority
quality features indicate that investing on recognised service user requirements will provide
significant value to the individuals or community they serve. Managers can also perform
benchmarking utilising the house of quality metrics.

The paper discusses some case studies on the implementation of HOQ. These are as follows:

1. HOQ was used to develop a refrigerator line. Marketing research techniques such as factor
analysis, cluster analysis, and conjoint analysis were used to create "HOQ." As per the
findings, energy usage, preservation, pricing, storage volume and service dependability were
found to be the biggest customer requirements across various segments. This allowed the
business to build a household refrigerator family to please customers by considering these
customer demands.
2. HOQ was employed by Zanjan's four-star hotel to increase service quality. Customer
happiness is a critical aim to achieve at a reasonable cost in today's competitive market.
Customers' satisfaction with services and the relevance of each requirement were explored
using a survey approach in this study. The findings suggest that, in the eyes of consumers,
providing high-quality cuisine, having a sauna and a swimming pool, as well as courteous
conduct and attitude of workers and their proper appearance, are more significant.
 3. HOQ was implemented within the Thai furniture industry to design and manufacture new
types of prototype plywood wardrobes that would be tested for product shape, pattern,
colour, functioning, and material quality. The findings found that average satisfaction levels
for all new types of products rose above those for existing items. The average consumer
satisfaction between the present and new designs was shown to be considerably higher with
this strategy in hypothesis testing. This emphasises the impact of new product features that
better fulfil consumer needs, resulting in higher customer happiness.
4. Turkey's biggest mobile communication provider employed HOQ to produce a smart phone
in line with consumer expectations. The HOQ was constructed and analysed, and
development areas and necessary technical specifications were determined. According to
the analyses “long battery life” was found to have the most weight. The usage of newer
versions of the Google Android operating system, design of a user friendly interface, good
hardware design, improved touch-screen sensitivity via IPS technology and shortcuts to the
home screen were found to be some of the other important features to consider during
smart phone design in order to improve customer satisfaction

HOQ's overall format consists of six primary components, which are the customer needs, technical
needs, a planning matrix, an interrelationship matrix, a technical correlation matrix, and a technical
priorities or benchmarks and targets section.

1) Customer Attributes:
a) Data Collection Techniques
b) Types of surveys
c) Types of Questionnaires
d) Collection of responses
e) Customer Importance Ratings
2) Engineering Characteristics:
• The Engineering Characteristics are attributes about the product or service that can
be measured and benchmarked against the competition.
3) Customer Competitive Evaluation:
• The planning matrix is the most important part of the House of Quality diagram
which looks at the competitive analysis of a certain company and its competitors.
This evaluation shows the opinion and satisfaction of customers for a particular
customer attribute for different competitors.
4) Relationship Matrix:
 • The relationship matrix is where the team determines the relationship between
customer attributes (CAs) and engineering characteristics (ECs). Relationships can
either be weak, moderate, or strong and carry a numeric value.
5) Co-relationship Matrix:
• The house of quality’s distinctive roof matrix helps engineers specify the various
engineering features that must be improved collaterally.
6) Competitive Technical Analysis
• To better understand the competition, comparison is made among the engineering
characteristics of all the competitors.
7) Absolute Importance, Relative Importance & Target:
• At this stage, the team begins to establish target values for each engineering
characteristic which acts as a baseline to compare against. It adds objective
measures at the bottom of the house beneath the ECs to which they pertain. Finally,
the team calculates the absolute importance (absolute weights and relative weights)
for each engineering characteristic. This numerical calculation is the product of the
cell value and the customer importance rating. This reveals which engineering
characteristic of the given product matters the most to a potential customer.