Strategic use of quality function deployment (QFD) in the construction industry

Irem Dikmen, M. Talat Birgonul, Semiha Kiziltas

Research output: Contribution to journalArticlepeer-review


In this paper, an attempt has been made to examine the applicability of QFD as a strategic decision-making tool after the construction stage of a housing project to determine the best marketing strategy, to make a comparison between the performances of different competitors and to transfer the experience gained from the current project to the forthcoming projects. For this purpose, a QFD team has been formed to collect and verify the expectations of the customer profile of the sample project, which was a high-rise building project located in Ankara, Turkey. The case study findings demonstrated that QFD could be successfully applied in the housing projects as a strategic tool to facilitate marketing decisions. As a result of extensive literature review and the case study observations; the paper also points out the limitations and breakthroughs of the QFD methodology. Finally, critical success factors are proposed to improve the performance of the QFD methodology in construction projects.

Original languageEnglish (US)
Pages (from-to)245-255
Number of pages11
JournalBuilding and Environment
Issue number2
StatePublished - Feb 2005


  • Critical success factors
  • Marketing
  • Quality function deployment

ASJC Scopus subject areas

  • Environmental Engineering
  • Civil and Structural Engineering
  • Geography, Planning and Development
  • Building and Construction


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