Use of the Kano's Model in the Quality Function Deployment Planning Matrix

Abstract

The approach of using Kano Model and Quality Function of Deployment (QFD) technique together, provide us with the evaluation of the features of different products from the eyes of customers. Moreover the combination of Kano Model with QFD enables the information about the priority requirements for a business which is seeking customers' satisfaction. In this study, the combination of Kano Model and QFD technique has been analyzed by an application applied on smart phones. In the study, customers' requirements are classified by analyzing with Kano Model and the relationship between the level of satisfaction with each of the requirements is found out. Then, the primary requirements are determined by using Kano Model on QFD planning matrix. In order to use Kano Model on QFD planning matrix a method, in which satisfaction and dissatisfaction coefficients are used, is applied. According to the results of the study, 14 of totally 15 customer requirements are evaluated in linear category, while 1 requirement is evaluated in exciting category. Internet connection type, camera features and the operating system are the requirements that will extremely increase the satisfaction level, when met. On the other hand, when not met, they will lead much more dissatisfaction compared to other requirements. Additionally, as a result of using Kano Model with QFD technique, Internet connection type, camera features, the operating system and built-in memory are found to be most priority requirements, respectively.