Applying QFD to develop a training course for clothing merchandisers

Purpose The purpose of this paper is to present a case study on the development of an in‐house training course, with the focus on providing the job incumbents with the necessary knowledge and skills to achieve the performance required by the management. Design/methodology/approach The study adopted a user‐oriented and learner‐centred approach and followed the key principles and basic steps of QFD. Affinity diagramming and conversion table were used to assist in the collection, processing and deployment of the voice of the customer (VOC), and the AHP was employed to operate the various prioritizations involved. Findings The job incumbents found the training course to be helpful in managing their learning. The members of the course development team also gained a greater understanding of both the performance requirements of the management and the knowledge and skills needed by the job incumbents. Originality/value The successful application of QFD in this study has provided the training industry with a course development methodology for meeting the learning needs of the job incumbents.