Transcript Must Be

Applying the Kano model
to design Digital Single Lens Camera (DSLC)
-an example to students of the NCKU Management Institute
Group11：
王郁婷 林家寧 林君儒 黃琬淯 蔡佩珊
Abstract
Outline Introduction Literature Methods
Analysis Conclusion
study based on Kano’s model of customer
satisfaction, to explore customers’ stated needs
and unstated desires and to resolve them into
different categories which h ave differen t
impacts on customer satisfaction.
 We use the study to determine on which quality the
student focus when they’re going to buy a DSLC .
 Give the result to the DSLC company as a strategy .
 This
2
Abstract
Outline
Introduction Literature Methods Analysis Conclusion
Introduction- Motivation & Object
Literature
Research Methods
Research Analysis
3
Conclusion
Abstract
Outline
Introduction Literature
Methods Analysis Conclusion
Motivation & Object
Currently, there are no available DSMC
designed specifically for students .
• Too expensive? Too complicated?
If the DSCL company knows what the
students really want….
•Students would put the product into
their first choice .
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Abstract
Outline
Introduction
Literature
Methods Analysis Conclusion
“How to make product development projects more successful
by integrating Kano’s model of customer satisfaction into
quality function deployment.”
- Technovation, 18(1) (1998) Kurt Matzler、Hans H.
Hinterhuber
“The analysis of customers perceived value from digital still
camera by the Means-End chains”
-中正大學企業管理研究所碩士論文 廖進成 06,2006
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Research Methods
Abstract
Outline
Introduction Literature
Methods
Analysis Conclusion
Pretest
Purpose: Finding the factors affect consumer’s
behavior when buying DSLC
Male
Female
sample
50%
50%
16NCKU MBA students
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您好，請想向您現在正在考慮購買「類單眼相機」，
請依照您購買時會考量的因素依重要性做排序(1:最重要，依序排列)
Total排序
Ranking
Attributes
250
200
150
1.鏡頭(出廠公司EX:蔡司)
115
2.外觀造型
95
3.機身重量
139
4.記憶體容量
118
5.電池續航力
119
6.價格
63
7.品牌
100
50
0
8
8.畫素
93
89
9.LED螢幕大小
115
94
95
10.防手震功能
63
47 11.產品附加物(腳架、清潔組…)
118
89
119
47
159
94
206
12.操作介面
128
13.光圈
162
14.光學變焦
156
15.創意濾鏡
93
206
156
128
139
159
162
Formal Test
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Abstract
Outline
Introduction Literature Methods
Analysis
Conclusion
KANO PRODUCT FEATURES
Attractive
• When features are fulfilled they contribute to customer.
When they are absent, customers are not dissatisfied.
One Dimensional
• To the degree they are present, the customer will be satisfied,
and to the degree they are absent, the customer will be
dissatisfied.
Must Be
• Must-be features must be there for the customer, if they are not
a part of the product, it results in customer dissatisfaction.
Indifferent
Reverse
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• If features were not there, neither customer satisfaction nor
customer dissatisfaction would change.
• The features presence causes some level of dissatisfaction but
will not increase customer satisfaction when they are removed.
Dysfunctional Performance
Functional
Performance
Like
Must Be
Neutral
Live With
Dislike
Like
Must Be
Neutral
Live With
Dislike
Questionable
Attractive
Attractive
Attractive
(Q)
(A)
(A)
(A)
On
Dimensional
(O)
Reverse
Indifferent
Indifferent
Indifferent
Must Be
(R)
(I)
(I)
(I)
(M)
Reverse
Indifferent
Indifferent
Indifferent
Must Be
(R)
(I)
(I)
(I)
(M)
Reverse
Indifferent
Indifferent
Indifferent
Must Be
(R)
(I)
(I)
(I)
(M)
Reverse
Reverse
Reverse
Reverse
Questionable
(R)
(R)
(R)
(R)
(Q)
Kurt,Matzler and Hans H Hinterhubur,”How to make product development projects more
successful by integrating Kano’s Model of customer satisfaction into quality function
development ,”Technovation Vol.18,No1,pp25-38,1998
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Research Analysis
ANALYSIS OF SURVEY RESULTS
Product
Require
ment
Attractiv
e
One
Dimensio
nal
Must Be
Indiffere
nt
Reverse
Question
Kano
Product
Feature
價格1～2萬
10.53%
0.00%
15.79%
63.16%
5.26%
5.26% Indifferent
畫素高於
一千萬
21.05%
21.05%
31.58%
21.05%
0.00%
5.26%
品牌logo
顯眼
15.79%
0.00%
5.26%
57.89%
21.05%
0.00% Indifferent
品牌logo
英文顯示
15.79%
21.05%
26.32%
31.58%
5.26%
0.00% Indifferent
10種以上
創意濾鏡
52.63%
0.00%
10.53%
36.84%
0.00%
0.00% Attractive
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Must
ANALYSIS OF SURVEY RESULTS
Product
Require
ment
Attractiv
e
One
Dimensio
nal
Must Be
Indiffere
nt
Reverse
Question
Kano
Product
Feature
光學防手震
10.53%
36.84%
42.11%
10.53%
0.00%
0.00%
觸控螢幕
63.16%
10.53%
0.00%
26.32%
0.00%
0.00% Attractive
指紋辨識
防盜
47.37%
5.26%
0.00%
42.11%
5.26%
0.00% Attractive
相機外觀有
多色選擇
42.11%
15.79%
15.79%
26.32%
0.00%
0.00% Attractive
外觀流線型
36.84%
5.26%
5.26%
47.37%
5.26%
0.00% Indifferent
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Must
ANALYSIS OF SURVEY RESULTS
Attractive
Features
Must-Be
Features
Indifferent
Features
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• 10種以上創意濾鏡、觸控螢幕、指
紋辨識防盜、相機外觀有多色選擇
•畫素高於一千萬、光學防手震
•價格1～2萬、品牌logo顯眼、品牌
logo英文顯示、外觀流線型
CUSTOMER SATISFACTION COEFFICIENT
Extent of satisfaction
•A+O/A+O+M+I
Extent of dissatisfaction
•O+M/－(A+O+M+I)
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CUSTOMER SATISFACTION COEFFICIENT
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Product
Requirement
Kano
Product
Feature
Extent of
satisfaction
Extent of
dissatisfaction
價格1～2萬間
Indifferent
0.12
-0.18
畫素高於一千萬
Must
0.44
-0.56
品牌logo顯眼
Indifferent
0.20
-0.07
品牌logo英文顯
示
Indifferent
0.39
-0.50
10種以上創意濾
鏡
Attractive
0.53
-0.11
CUSTOMER SATISFACTION COEFFICIENT
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Product
Requirement
Kano
Product
Feature
Extent of
satisfaction
Extent of
dissatisfaction
光學防手震
Must
0.47
-0.79
觸控螢幕
Attractive
0.74
-0.11
指紋辨識防盜
Attractive
0.56
-0.06
相機外觀有
多色選擇
Attractive
0.58
-0.32
外觀流線型
Indifferent
0.44
-0.11
Conclusion & Suggestion
Abstract
Outline
Introduction Literature Methods Analysis
CONCLUSION
Product
Requirement
 1.
Kano
Product
Feature
Extent of
satisfaction
Conclusion
Extent of
dissatisfaction
Some factors are considered necessary, such as「防手
震」；but
feature is not generally
embedded
in
價格1～2萬間If the Indifferent
0.12
-0.18
products, it will be classified as“Attractive
Features”or “Indifferent Features”,such as 「指
畫素高於一千萬
0.44
-0.56
Must
紋辨識防盜」
 2.We use KANO quality model to indicate the satisfaction
光學防手震
0.47
-0.79
Must
and dissatisfaction index. These index can be the
suggestion to camera manufacturer0.53
to rise it’s satisfaction.
10種以上創意濾鏡
-0.11
Attractive
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Abstract
Outline
Introduction Literature Methods Analysis
Conclusion
CONCLUSION
NCKU MBA students as our sample, it may
not completely accounts for manufactures’ view. Because
the result of random sampling might be affected by
subjects' attitude and expectation toward
camera ,there may be some bias in the outcome.
 4. Firms should make long term research about
their customer for the sack of that factors affect
customers‘ taste will change over time.
 3.Using
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Thank you~~