THE USE OF QFD AS A TOOL FOR QUALITY IMPROVEMENT IN THE RETAIL SALES AREA

The objective of this work is to use the QFD - Quality Function Deployment methodology to identify the desired and expected quality of the products and services in the sales area of a retail trade. The results will be obtained through VoC (Voice of Customer), which consists of data collection by interviewing and then a closed questionnaire, translating the real needs of the consumer into requirements of products and services. With the application of the QFD in the company it was possible to identify the target audience as well as its requirements, being necessary to carry out a planning to put in practice the opportunities raised. In view of these improvements, the company has had positive results both in product development and improvement in the production process and people, presenting to the company a growth of 7.7% in its sales. The QFD proved to be an excellent tool to aid in the quality management of the company, because it was possible to identify the main requirements and needs, thus allowing for more assertive information, eliminating assumptions.