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The purpose of this paper is to focus on the application of quality function deployment (QFD) in a Housing Association (HA) located in the UK. Facing the problem of improving a company’s performance, practitioners and academics have fashioned and applied a variety of models, theories and techniques.

The research questions were developed from a review of the quality and process improvement literature and tested using evidence from field-based, action research within a UK HA company. The case study provides insight to the benefits and challenges arising from the application of QFD.

The results provided insight to the benefits and challenges arising from the application of a specific tool, QFD. The primary findings were: QFD can be successfully adapted, applied and utilised within the challenging environment of social housing and other sectors, such as professional services; the model can be modified to use most processes/sub-processes; it must include both external and internal requirements and, to be useful, use more detailed process parameters appropriately.

The conclusions drawn add to ongoing commentaries on aspects of quality improvement, especially the application of QFD within the service sector. The authors develop questions for future research regarding improvement projects.

The conclusion proposes that the implementation of QFD should have a positive impact upon a company; if approached in the right manner. It provides a useful mechanism for developing evidence-based strategy of operational change, control and improvement. The research proposes questions for future research into aspects of operational quality and efficiency.