International Journal for Quality Research 16(3) 689–702 ISSN 1800-6450 1 Corresponding author: Gilberto Santos Email: gsantos@ipca.pt 689 Juliana Pedroso de Sales José Salvador da Motta Reis José Glenio Medeiros de Barros Bernardo Bastos da Fonseca Antonio Henriques de Araujo Junior Maria da Glória de Almeida Luís César Ferreira Motta Barbosa Gilberto Santos 1 Nilo Antonio de Souza Sampaio Article info: Received 13.06.2021. Accepted 20.02.2022. UDC – 005.336.3 DOI – 10.24874/IJQR16.03-02 QUALITY MANAGEMENT IN THE CONTOURS OF CONTINUOUS PRODUCT IMPROVEMENT Abstract:This paper analyzes the effectiveness of Quality Function Deployment (QFD) to ensure the success of product development and improvement projects through a better understanding of customer needs, as well as procedures and processes to enhance communication by integrating the Voice of the Customer (VoC), obtained through quality methods and tools, to the House of Quality (HoQ), to support information processing and strategic decision making in the product development or improvement process.For the technical procedures the QFD tool was adopted. Excel software was also used to create the QFD spreadsheet and to visualize how the project design would look another software contributed, CATIA V5.From the results it can be concluded that a training program must accompany the creation of a new project. Everyone involved, customers, suppliers, employees, and management need to be aligned and use the same communication channel. Keywords: Quality; QFD; Support; Truck; Transportation 1. Introduction The consumer has several options for selecting similar products. Most consumers choose based on their overall perception of quality or value. Consumers generally want the best possible return on their money. To stay competitive, companies need to identify what is important to increase the consumer's perception of the value or quality of a product or service (Machado et al., 2020). The elaboration of a plans is fundamental for the organization of the plans, define which product characteristics, such as reliability, style, or performance, shape the customer's perception of quality and value. Organizations gather and integrate Voice Of Customer (VoC) in the design and manufacturing of their products (Barbosa et al., 2020; Chen et al., 2020; Iqbal & Grigg, 2020; Pongwat, 2019;Felix et al., 2029a). These companies are using a structured process to define the wants and needs of their customers and turn them into specific product designs and process plans to produce products that satisfy the customer's needs. The process or tool they are using is called Quality Function Deployment (QFD) (Lapinskienė &Motuzienė, 2021; Rianmora & Werawatganon, 2021; Wu & Liao, 2021).