International Journal of Business and Economic Development
ISSN 2051-848X (Print) ISSN 2051-8498 (Online)
Volume 5 Number 1 March 2017

The role of quality function deployment in meeting customers’ requirements: A case study on the Egyptian tire manufacturing company

El Mehelmi Heba

Arab Academy for Science and Technology and Maritime Transport Alexandria, Egypt.


Total Quality Management, Quality Function Deployment, Less Developed countries, Public Sector Organizations, Egypt


The purpose of this study is to explore the use of QFD within the Egyptian public sector. Thus, there is a need to examine the role of QFD as an improvement approach within the Egyptian public sector organizations. Where QFD had consistently been claimed in the Western world and Europe. This study aimed to extend the knowledge of choosing an appropriate TQM tool for the Egyptian PSOs. Where it serves as an extension to previous studies carried out in the Western world but within the Egyptian context.

            This study is based on two sources of data collection, semi structured interviews from customers which were analyzed using content analysis and focus groups with managers to construct the QFD model. A purposive sample targeting the company's customers and managers were selected who had the requisite information. Semi-structured interviews helped to identify the factors affecting customers' purchase preferences, customers' opinions, perception, requirements, and problems. Moreover, it served the purpose to identify the 'WHATs' that are an essential part of the proposed QFD framework. Two focus group sessions were conducted to construct the QFD model.

            The findings of the study indicate that QFD is a generic framework that is appropriate and feasible for application within the public sector tire manufacturing company in Egypt. It was quite a good scientific exercise to demonstrate how customers' requirements were identified, the technical specifications needed and finally constructing the QFD framework to meet customers' requirements.

            The current study is a single case study which might limit the ability to generalize the research findings, although it identified powerful context and specific insights into QFD implementation. Yet, generalization of findings could be applied to other public sector companies in Egypt facing almost the same problems and having the same surrounding context and environment. Another limitation of this study is the sample size.

            The Egyptian public sector has suffered from different problems and challenges, lack of attention to customers' requirements constituted a major element of such problem. It is suggested that through the use of QFD would help to overcome few challenges facing the public sector. The practical work conducted would help in redirecting and highlighting the important role of QFD. This study aimed to provide insights into the procedures, practices, limitations and constraints faced during QFD development to assist the effective strategic moves for the future.  

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This work is licensed under a Creative Commons Attribution 3.0 unported (CC BY 3.0)

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