contradictory affects of technical attributes on customer needs, application of modm in qfd

qfd is a mechanism for translating the voice of customer into product through various stages of product planning, engineering and manufacturing that widely implemented in modern enterprises throughout the world. in parallel with welcoming to qfd, a lot of academic efforts have gone into improving and completing this method. now traditional methods for determining relative importance of factors in qfd have been substituted by new methods with robust mathematic foundation such as ahp and anp. in addition, many efforts have been put into presenting systematic methods in order to determine target values of technical attributes. this paper presents a new model based on goal programming as a known modm approach considering contradictory affects of technical attributes on customer needs that previously have not been considered.