ABSTRACT
QFD describes the first of three levels of customer responses as dissatisfiers, features that, if missing, would cause significant displeasure and are therefore expected to be present. An example might be an on/off switch, forcing the user to unplug the product after each use. The second level is satisfiers, features that when done poorly cause displeasure, but if done well cause satisfaction. An example might be the quality of the display on a personal computer. The third level is delighters, sometimes called wows, that the customer did not consider but would view with unexpected pleasure if present. An simple example commonly given is the trunk net in the Ford Taurus.
