Quality　function　deployment　(QFD)　is　a　planning　tool　used　in　new　product　development　and　quality　management.　It　aims　at　achieving　maximum　customer　satisfaction　by　listening　to　the　voice　of　customers.　To　implement　QFD,　customer　requirements　(CRs)　should　be　identified　and　assessed　first.　The　current　paper　proposes　a　linear　goal　programming　(LGP)　approach　to　assess　the　relative　importance　weights　of　CRs.　The　LGP　approach　enables　customers　to　express　their　preferences　on　the　relative　importance　weights　of　CRs　in　their　preferred　or　familiar　formats,　which　may　differ　from　one　customer　to　another　but　have　no　need　to　be　transformed　into　the　same　format,　thus　avoiding　information　loss　or　distortion.　A　numerical　example　is　tested　with　the　LGP　approach　to　demonstrate　its　validity,　effectiveness　and　potential　applications　in　QFD　practice.　©　2011　Elsevier　Inc.　All　rights　reserved.