The use of quality function deployment to help adopt a total quality strategy

This paper compares the requirements of the International Quality Assurance Management System Standard ISO 9000 with the philosophies of five of the leading quality gurus: Crosby, Deming, Feigenbaum, Ishikawa and Juran. A quality function deployment (QFD) matrix is used for this purpose. The 20 requirements of ISO 9000 are identified as the 'what' on the vertical axis, and the main points of the five gurus as the horizontal 'hows'. The relationships are studied in the body of the matrix. The roof of the 'house of quality' is used to analyze the correlation between the philosophies of the gurus. Consideration is then given as to how the model presented can be customized to allow companies to use this approach to help develop a total quality strategy.