............................................

2007 /

: - QFD

/
/

.
:
----------

/ " ) (

" /

. -QFD-
) (13 "

) (12 )

( " .

)
( .

/ / /
//

- -

............................................

2007 /

Abstract:
This research concerns with the quality evaluation of higher educational
service represented by PhD program in the business administration department
/ Baghdad university , based on the customer assessment (doctorate student) of
department performance and its competitor represented by the business
administration department / AL-mustansiriyah university . The -QFD -technique
had been used to build the House of Quality about (13) student requirements
have been determined according to qualitative interviews with excellence
students, and (12) quality attributes (technical requirements), using designing
questionnaire and focus group. The analysis results determined the lowest group
of quality attributes which the highest importance to satisfy the maximum of
student requirements.

:
.
"

. -QFD -

) (1989-1910) (Dr.Shigeru Mizuno ) .(1928) (Dr. Yoji Akao

-QFD ) ( ) ( ) (

) ( )
(

-Quality Houses - .
) ( -Whats-

) ( -Hows- .

"

. ) (

. "

- -

............................................

2007 /

"
-QFD -
.

-QFD -
"

/ " .

: :
- :
:
" .
.
) (
.

- :

-

-QFD :

/ .-Whats -

- -

............................................

2007 /

" )
/ (
.
) ( -Hows "
.
-Whats - -Hows .
.
"

.
- :

" "
.


.
:
.
.
.
- -

............................................

2007 /

.
-

" .

.
- :

/ . ) (

) (
.
/

- :

) (
) ( "
" " "

. -QFD -

".

- -

............................................

2007 /

: : -QFD -
- :

) (

" " "
" -TQM

.
) & Dean
. (Bowen , 1994:394-395
) (
:
--------

)(-Proative-

------------

-
-TQM-

-QA-

SPC

)(-Reactive-

-QC-

)(QC&QA

Source: Hammett , Pat , None:3

- -

............................................

2007 /

-TQM" " " )" "(

) " (

-QFD
".
) ( (Shewart,Deming,
) Feigenbaum,Ishikawa, Juran, Grosby, Shingo&Taquchi
"



" :

Reactive

-driven quality - - customer

- Proactive customer -driven quality-

) . (Foster , 1998:67
-ISO -

"

"

(
) -Inherent

).(ISO9000:2000(E):7

- -

............................................

2007 /

): (1

)(USA

): (1940-1920

- -

---------

- ).(X,R

-Objective

Walter -
Shewart

- ).(PDCA

W.Edwards -
Deming

- -Subjective

"
.

) :(1980 -

- ) (14" :

- .

- .

- .

- "

. .
.
Joseph M. -
Juran

Philip -
Grosby

) :(1980 -
- .

- )

".

):(1980

- " "

- " .

- " .

" " .

- .

- -

"

Armand -
Feigenbaum

............................................

2007 /

):(1980 1970
- .

. :

) :(1980 -

------------

--

Kaoru -
Ishikawa

- .

- - "

- .

.
- .

Shigeo -
Shingo

) :(1980 -
.

" .Genichi -
Taguchi

):( 1980 - 1960

- .

- .

: :
-
-
-
-

) , (18-2 :1999
)(Hammett , Pat , None:5-8
)(Reeves et al.,1994:422-425
)(Waller , Derek L.,2003:87-88

- -

............................................

2007 /

- :

) (Juran ,1974

"

" ) (Feigenbaum , 1983

"
Reeves & Bednar , ).
.(1994:424-425

.

"
.
-Perishability - -Intangible-
-Inseparability-
-Variability -

Heterogeneity

.1997:468-471) (Payne, 1995:7;Kotler

. " "

. " " "

" .

" "

) . (Tribus , 1991:5-6
" (Sahney et al., 2003:298) :
.(Feignbaum , 1951) . ).(Grosby , 1979-

).(Gilmore,1974;Grosby , 1979

).(Peters & Waterman , 1982-

(Reynolds,1986;Brennan et al.,1992;Tang&Zairi,1998).

- -

............................................

2007 /

).(Juran & Gryna , 1988

).(Parasuraman et al., 1985

-Teaching --

.-Learning .

) .(Tribus , 1991:7 ) Perkinson ,

(1995 :

). (Goldberg & Cole , 2002:9

) (Frozier , 1997

).(Glodberg & Cole , 2002:9

-TQM ) (

.
: -TQM

" " "

" ) Sahney et al.,

. (2003:298 -TQM

) Goldberg

.( &Cole ,2002:11 ) (

) . .(11-9 :2001

- -

............................................

2007 /

- : -QFD -

" " -QFD -" :

(Mazur,1993:1;Akao,1997:2; Hammett, None:2; Wong & Juniper ,
)None:3; Kim , 2002:9
- :1968 & (Dr.Yoji Akao
) Dr.Shigeru Mizuno
.

- :1972 ) ( Dr. Yoji Akao

) (Kobe Shipyards )(Mitsubishi

.

- :1977 -QFD - ) (Toyota"

-Startup -

)( 20% ) (1977 ) (38% ) (1982

)( 61% ) (1984 .

-:1978 -QFD - .
. -QFD -

- :1981 ) ( .

- :1983 -QFD - .

- :1984 ) (Dr.Clausing ) (Xerox ) (QFD )(Ford

) (1985

- :1986 -QFD - ).(USA

- :1987 -Deming -
) (QFD" " .

- :1991 -Deming - ) & Florida Power

(Light ) (USA -QFD -" "

.

- -

............................................

2007 /

:
(General Motors,Toyota,Ford Budd,KelseyHayes,Motorola,DEC,HewlettPackard,Xerox,AT&T,ITT,NASA,Goodyear,IBM,KodakEastman,N
)CR,.( St.Clair Hospital
Procter&Gamble).
) (Glenn H. Mazur ) -QFD - (1990

.
" -QFD -
)(50% )(33% ) (200%
") .(SEPO , 1997:1 ) (Vasilash,1989
) (50%-30% )50%-
. (Rao et al.,1996:393) (20%
:
:

- .

- .

. :

.- -

............................................

2007 /

. .
.
. .

. -QFD - " (Hauser

). & Clausing ,1988:13
- : -QFD -

-QFD - - :
)(Klefsjo ,1994:71 ; American Supplier Institute , 2002:2
" : "Hin Shitsu " "Ki no -

: " "

Ten Kai -

: " "

-QFD - :
" ").(SEPO,1997:1
) (Akao ,1990 "
" )(Mazur,1993:4
-

"

"
(OPS,2002:16) -of Customer,VOC Voice .-QFD -
- -

............................................

2007 /

" "(Sahney et al., 203:303) .

:
" " ")Institute , 2002:2
" " " (American Supplier

" )(Hammett , None :1

" " ) Waller ,
.(2003:103
"
").(Akao,1997:2
" " " "
). (Plura,2001:1
-QFD -" :
) (Maddux,1991 " " " "(Sahney et al.,2003:303 ) .
-American Supplier Institute - "" "
). (Hammett , None:1

" ") . (Mazur,1997:3 ) (Mizuno & Akao ,1993 "

" ) (Mazur , 1993:4 .

- -

............................................

2007 /

: -QFD -

) .( -QFD -
" :
: : -Product Planning -
) (


"
. -QFD -
-
-QFD " " . " ) (% -%
" ). (Logan & Radcliffe ,:
: : -Part (Deployment) Planning -

.
: : -Process Planning -
)(
.
: : -Production Planning -

.
-Hows - -
-Whats . -What - -How -
-What - -How -

- -

) (

--

)
(

Hows
Whats
) (

--

)(

--

............................................

2007 /

--

) : ( ) QFD (
Source : based on:
1- Kim , Kwang-Jae , 2002:13.
2- Bergman & Klefsjo , 1994:72.
3- Aperatec Executive Briefing , 1995:118

............................................

2007 /

-How - -
-What .

. " "
-QFD -
.
:
:

) ( "

" : : - Customer Requirements , CR-

-QFD -
. " "
.
" " " " -QFD -
.
"
"
Brainstorming
-Focus Groups-

.

" .

) (Griffin &Hauser ,1991

" ).(Rao et al., 1996:399
.
) (" .

............................................

2007 /

) (
.
" : -Relative Importance - :
-Customer Rate of Importance, CI
. "

) (- . ) (
.

............................................

2007 /

) : (3

)(How/How

)(What/ How

)(What

)(How

:

)(What/ Why

) ( Aj

) (Wj
) ( RR

)(How Much

Source : based on:

1- Hauser & Clausing ,1988:12 .
2- Bounds et al . ,1994: 280 .
3- American Supplier Institute , 2002:9 .
)(5
* ) (2 . -cl - )

* :

= 100 . .................................

:
_

___x= _fixi

= fi = xi

ft

............................................

2007 /

( .
) ( )

(
/ .
" : :-Planning Matrix -

.
" -Competitive Analysis
:
) :( : -Improvement Ratio , IR -
"

"
. ) ( .

. )(
- C - /
.
"
.

.

:
" .

............................................

2007 /

) (
) / (


:
.

"

) (-P- "
" "



. "
:


.
"

-Planned -Current

:
) :

(Hammett , None:7;Plura,2001:4-2
:

IRi=Pi/Ci

= i ).(m........

= IRi .

= Pi ) ( .
= Ci ) ( .
-IR" ) (C
) (P :

............................................

2007 /

" .
: .
) (1.33 .
:

)(1.25 .

) : ( ) (Relative Weight : "

-Sales Point ,S -
.
:
= 1 -Standard
" " .
= 1.2 -High
" " .

= 1.5 -Strong
.

............................................

2007 /

) (2
/

.
.
-Absolute Weight , AW
" :

(Hammett , None:7;Plura,2001:4-3

AWi =CIi * IRi * Si

):

= AWi : ).(i
= CIi .
= IRi .
Si

= .

-Relative Weight , RW
:
100 (Hammett , None:7 ; Plura , 2001: 4-3 :

AWi
RWi= ------m AWi
i =1

= RWi : ).(i
= AWi .

= m .
AWi
1 =i
):(2
) ( =9.4 9,375= 1,5 *1,25 * 5
9.4
= % 8,9 100 * --------
105.4

............................................

2007 /

:

.

:

.

" : : - Technical Requirements , TRj -

.
) ( Voice of -
- Designer , VOD

"
) ( ) ( .
"
) (Sahney et al., 2003:305 ) (12" " ). (4

2007 /

............................................

)(

/
(

IR=P/C

)S(1,1.2,1.5

1,5

AW=CI*IR*S

1,25

1,5

CI

9,
7,5

)RW(%

8,9
7,1

) (
3

1,25

1,5

9,

8,9

1,25

1,5

9,

8,9

) (
5

1,33

1,5

7,

) (
6

1,33

1,5

1,25

1,5

7,5

7,
7,1

1,25

1,5

9,

8,9

1,25

1,5

9,

8,9

10

1,25

1,5

9,

8,9

11

1,25

1,5

7,5

7,1

12

13

1,25

1,5

7,5

7,1

105,

100

" : : - Correlation Matrix -

" -Trade off --
Interaction . ) (Hows & Hows

............................................

2007 /

) (3-0)9-
(0)(5-0. " (Gargione
),1999;Waller ,2003
:

-------------

----------- 9

-------~

) (4

.
:

.
:

.
.

............................................

2007 /

............................................

= 9
= 3

= 1

)(TD

)(Aj

)Wj(%

)(RR

) (
) (

1,5

7,5

7,1

1,25

1,5

9,

8,9

1,25

1,5

9,

8,9

1,33

1,5

7,

1,33

1,5

7,

1,25

1,5

7,5

7,1

1,25

1,5

9,

8,9

1,25

1,5

9,

8,9

1,25

1,5

9,

8,9

1,25

1,5

7,5

7,1

1,25

1,5

7,5

7,1

105,

100

1,25

1,5

9,

8,9

)(CI

)(C

)(P

~
~
IR=P/C

1,5

S:1:1,2:

) (

)(TD
) (
) (

*A=CI*IR

) (

)RW(%

2007 /

) : (
/

............................................

2007 /

) (

) ( . )(

" : : Relationship Matrix

-QFD -

.
-How- -How-

. -What -
.

.
) (

:
) :

Wij = Rij * RWi

(Plura , 2001: 4-4

= j : ).(n.1
= Wij ) (j ).(i

= Rij
.

= RWi .

) ( W11= 9 * 8,9 .

. ) (11 ) (13

) (80,1

............................................

2007 /

) (68,4 .

" : : -Technical Competitive Assessment

) (5.
/ " ) (4 ) (3

) (5

) (4
. "

: -Technical Difficulty , TD
" :

-Organizational

)-
(5 ) (5 .

) (4 )

(.

" : :-Technical Importance -

. :

2007 /

............................................

) ( : -Absolute , Aj -

)( :

Aj = m Rij *RWi = m Wij

i =1
i =1

) ( =

) ( ) (

) ( + ------------ +

) ( ) (
) (.

A= (9*8,9) + (9*7,1) + (3*8,9) + (3*8,9) + (3*7,6) + (9*7,6) + (9*7,1) +

)(9*8,9) + (9*8,9) + (9*8,9) + (9*7,1) + (0*3) + (9*7,1
= 80,1+ 63,9 + 26,7 + 26,7 + 22,8 + 68,4+ 63,9 + 80,1+ 80,1+ 80,1+
63,9+ 0 + 63,9 = 720,6
) (Aj ) (4
. ) (

) (766.2 ) ( ) (751.2

) ( ) (723.6 )

( ) . (720.6
" ).(4

) :( :-Relative Weight , Wj -

) (% ) (Aj

"

"

............................................

2007 /

100

Aj
Wj = ------ n Aj
j=1

) (Wj ) . (4
"
-Relative Ranking , RR-
"
:
:
) (12.4 .
: )(12
.

: ). (11.7
:
) (11.6 .
) (Wj
). (4
" : : -Target Values , TV -

:

.
-What - -How - . -How much-
-QFD- )(4
" .
"
:

............................................

2007 /

: .

- :

: .

: .

( )
(

" " .
) (
" ) (

.
"
)

( . )

( )

(.

............................................

2007 /

- :
- :
" :
/

(
) (
.

" : ) "(
)

( "

/ .

" :

) ( )

(
.

" :

" " /

/ .
" "
" .

" : " "

" "
.

" : -QFD "

............................................

2007 /

-QFD-"

- :
:



)

(

" .
" : "
"
.
" : /


.
" :

............................................

2007 /

"

.
" :
.
" : .

" : " "

) (
.

:
- ) (1999
-ISO 9000 - " Feigenbaum , Juran ,

"Deming , Grosby
) (21-22/12/1999 .27-3 :

- ) " (2001 " .

(2001/ 10/31) .32-1:

------------3- Akao , Yoji (1997) , "QFD: Past , Present & Future , International
Symposium on QFD 97-Linkping , PP.1-12.
4- American Supplier Institute. (2002) , Quality Function Deployment :
House of Quality (HOQ) , PP.1-9.
5- A peratec Executive Briefing .(1995) , Total Quality Management : The
Key to Business Improvement , 2nd .ed., Chapman & Hall , UK.

2007 /

............................................

6- Bergman , Bo & Klefsj , Bengt. (1994) , Quality : From Customer

Needs to Customer Satisfaction.
7- Bounds , G., Yorks , L., Adams , M., Ranney , G. (1994) , "Beyond
Total Quality Management : Toward the Emerging Paradigm ".
McGraw-Hill , USA.
8- Conti , Tito (1989) ," Process Management & Quality Function
Deployment " , Quality Progress , December , PP.45-48.
9- Dean , James W.& Bowen , David E. (1994) , " Management Theory &
Total Quality : Improving Research & Practice Through Theory
Development" , Academy of Management Review ,19 (3), July: 392418.
10- Foster Jr. ,S. Thomas .(1998) ,The UPS & Downs of Customer
Driven Quality , Quality Progress , October PP: 67-72.
11- Gargione ,Luiz Antnio (1999) ,"Using Quality Function Deployment
(QFD) in The Design Phase of An apartment Construction Project" ,
University of California , Berkeley , CA , USA , PP.357-368.
12- Goldberg , Jacqueline S. & Cole , Bryan R. (2002) , " Quality
Management in Education : Building Excellence & Equity in Student
Performance " , QMJ , Vol. 9 No.4.PP.8-22.
13- Hammett , Pat (Non) " An Overview of Quality Function Deployment
( QFD) , Total Quality Management , University of Michigan, PP.1-11.
14- Hauser , John R. & Clausing , Don (1988) , " The House of Quality ".
Harvard Business Review , May- June , PP. 3-13.
15- Hradesky , John L, (1995) , Total Quality Management Handbook ,
McGraw Hill , Inc., USA.
16- ISO 9000: 2000(E) , Quality,Management Systems Fundamentals &
Vocabulary (2nd .ed) , ISO Copyright Office , Geneva.
17- Katz , Gerald M. (2003) , " After QFD: Now What?" , Visions
Magazine .PP.1-5.
18- Kim , Kwang Jae. (2002) , Quality Function Deployment , Pohang
University of Science & Technology.
19- Klefsj, Bo Bergman Bengt. (1994) , Quality From Customer Needs to
Customer Satisfaction . 3rd ed., McGraw-Hill Co., Sweden.
20- Kotler, Philip (1997) , Marketing Management : Analysis , Planning ,
Implementation & Control (9th ed.) , Prentice Hall , New Delhi.
21- Logan , G.D & Radcliffe , D.F. (2002) , " Potential for use of a House
of Quality Matrix Technique in Rehabilitation Engineering " , IEEE
Transactions on Rehabilitation Engineering" , PP.1-26.

2007 /

............................................

22- Mazur , Glenn H. (1993) , " QFD for Service Industries: From
Voice of Customer to Task Deployment" , Japan Business
Consultants , Ltd, PP:1-17.
23- Mazur , Glenn H. (1997), " Close Encounters of the QFD Kind" ,
Sixth Annual Service Quality Conference , QFD Institute, PP.117.
24- Morley , L. , Leonard , D. & David . M. (2003) , Quality &
Equality in British PhD Assessment , Quality Assurance in
Education. Vol (11) , No.(2) PP.64-72.
25- OPS Quality Service (2001). Glossary of Terms.
26- Plura , Jiri (2001) , "Advanced Application of QFD for Customer
Requirements Transformation to the New Product Quality
Characteristics" , www.fineprint.com., PP.1-8.
27- Payne , Adrian (1995) , The Essence of Services Marketing (2nd
ed.) , Prentice Hall , India.
28- Rao , A., Carr, L.P., Dambolema , I., Kopp, R.J., Martin ,J.,
Rafii, F., Schlesinger , Ph.F.(1996), Total Quality Management :
Across Functional Perspective , John Wiley & Sons , Inc. USA.
29- Reeves , Carol A. , Bednar , David A. (1994) , Defining Quality :
Alternatives & Implications . Academy of Management Review ,
Vol. (19) , No (3) , PP.419-445.
30- Sahney , S. , Banwet , D. K. & Karunes , S. (2003) ," Enhancing
Quality in Education : Application of Quality Function
Deployment An industry Perspective" , Vol.52, No.6 , PP.297309.
31- Schlueter , Michael (2003) , QFD by TRIZ , The TRIZ
Institute , www.triz-journal.com/,PP.1-18
32- Sullivan , Lawrence P. (June 1988) , "Policy Management
Through Quality Function Deployment ", Quality Progress , PP.
18 - 20 .
33- Systems Engineering Process Office ; SEPO (September 1,1997) ,
The Mitre Corporation.
34- Tribus , Myron (1988) , Total Quality in Schools of Business & of
Engineering , Exergy , Inc. Hayward , CA , PP.1-26
35- Waller , Derek L. (2003), " Operations Management: A supply
Chain Approach" , (2nd ed.) , International Thomson Business
Press , USA.
36- Wong , Ken & Juniper , James (2001) ,."QFD & The
Environment" , University of South Australia , Australia , PP.1-8.

............................................

2007 /

)(

)(

( .

.
)
(

)
( .

)(.