“…A key problem in the field of quality management is that customers' opinions may change from the time that the information is gathered until the time that QFD is employed to compute a prioritised list of ERs. This shortcoming has been identified frequently by researchers applying QFD in planning improvement processes (see Raharjo et al, 2011;Wu et al, 2005;Asadabadi, 2016Asadabadi, , 2017Asadabadi, , 2022. This is to say, in many cases, what QFD suggests for planning future improvement processes may already be outdated as the customers may have new desires or an updated prioritised list of needs.…”