Özet:

On nowadays competition has reached global dimensions, so companies must develop to their capabilities about product development of enterprises and customer demand to respond quickly that is very important for successful. Quality Function Deployment (QFD) is an approach that companies use for respond to customer needs and expectations in product design processes. QFD enables to achieve competitive advantage to firms in the industry. The purpose of this study, the creation and implementation of QFD approach to investigate in dairy industry. Therefore, QFD application was carried out for homogenized yoghurt products to meet customer expectations and to increase the competitiveness of company in a dairy products industry. In this perspective, this study expand the application fields of QFD approach by extending which has contributed to the literature and practice at the industrial level. As a result of this application, some suggestions were made about homogenized yoghurt products to the company which can be achieved for improving customer satisfaction and competitive advantage. Also adoption of the QFD method is understood to have a decisive importance especially improvement of existing products according to customer requirements for fast response in food industry

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