Abstract: Due to the fact that in the new century customers tend
to express globally increasing demands, networks of interconnected
businesses have been established in societies and the management of
such networks seems to be a major key through gaining competitive
advantages. Supply chain management encompasses such managerial
activities. Within a supply chain, a critical role is played by quality.
QFD is a widely-utilized tool which serves the purpose of not only
bringing quality to the ultimate provision of products or service
packages required by the end customer or the retailer, but it can also
initiate us into a satisfactory relationship with our initial customer;
that is the wholesaler. However, the wholesalers- cooperation is
considerably based on the capabilities that are heavily dependent on
their locations and existing circumstances. Therefore, it is undeniable
that for all companies each wholesaler possesses a specific
importance ratio which can heavily influence the figures calculated in
the House of Quality in QFD. Moreover, due to the competitiveness
of the marketplace today, it-s been widely recognized that
consumers- expression of demands has been highly volatile in
periods of production. Apparently, such instability and proneness to
change has been very tangibly noticed and taking it into account
during the analysis of HOQ is widely influential and doubtlessly
required. For a more reliable outcome in such matters, this article
demonstrates the application viability of Analytic Network Process
for considering the wholesalers- reputation and simultaneously
introduces a mortality coefficient for the reliability and stability of
the consumers- expressed demands in course of time. Following to
this, the paper provides further elaboration on the relevant
contributory factors and approaches through the calculation of such
coefficients. In the end, the article concludes that an empirical
application is needed to achieve broader validity.