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Quality function deployment in the speculative house-building market: how to satisfy high-income customers

This paper presents a study that reports a detailed process of ‘quality function deployment’, considering an ultra-luxury villa project. It is based on a questionnaire survey that was applied to 42 residents and seven top managers. The results highlight real expectations of high-income residents. Residents were not satisfied with the ‘sauna’, ‘sports areas’, and ‘fitness centre’ despite the fact that these were among the least important expectations. However, residents were satisfied with the ‘security of the complex’, ‘architectural design’, and ‘quality of the end-products’. If some expectations (i.e. ‘areas for common use’, ‘playing areas for children’, and ‘quality of the end-products’) achieve better technical standards in the next projects, demand for luxury residences will likely be improved. Consequently, 25 expectations and corresponding findings constitute a preliminary framework for an expectations agenda for such projects for builders who wish to improve marketing practices.