At the present time, as a result of rapid development in technology and increasing competitive circumstances, product and service businesses need to implement new approaches in order to be sustainable and successful. Quality Function Deployment (QFD) is a process which identifies customers' needs and requirements correctly, ensures the provided product or service is planned and designed in order to fulfill them and in this way, provides customer satisfaction. Aim of this research is to

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... te the applicability of implementation of the QFD approach in a company in insurance sector. In the study, expectations of customers from insurance companies are investigated by using a questionnaire towards QFD and house of quality for insurance company is built. At the end of the research, price is observed to be the most significant factor, for customers that an insurance company should have. Besides, a number of suggestions have been made to the company that can increase customer satisfaction and provide competitive advantage.