applying the kano model to design digital single lens camera (dslc) -an example to students of the...

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

This 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 have different

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 .

Abstract Outline Introduction Literature Methods Analysis Conclusion

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OutlineAbstract LiteratureIntroduction Methods Analysis Conclusion

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Motivation & Object

Introduction LiteratureAbstract Outline Methods Analysis Conclusion

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“ 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

Abstract Outline LiteratureIntroduction Methods Analysis Conclusion

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Research Methods

Purpose: Finding the factors affect consumer’s

behavior when buying DSLC sample

Abstract Outline LiteratureIntroduction Methods

Pretest

Analysis Conclusion

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排序1.鏡頭 ( 出廠公司 EX: 蔡司 )

2.外觀造型3.機身重量4.記憶體容量5.電池續航力6.價格7.品牌8.畫素9.LED螢幕大小10.防手震功能11.產品附加物 ( 腳架、清潔組… )

12.操作介面13.光圈14.光學變焦15.創意濾鏡

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 )

Attributes Total Ranking

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 89

8.畫素 47

9.LED螢幕大小 159

10.防手震功能 94

11.產品附加物 ( 腳架、清潔組… ) 206

12.操作介面 128

13.光圈 162

14.光學變焦 156

15.創意濾鏡 938

Formal Test

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KANO PRODUCT FEATURES

Abstract Outline LiteratureIntroduction AnalysisMethods Conclusion

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Like Must Be Neutral Live With

Dislike

Like Questionable

(Q)

Attractive

(A)

Attractive

(A)

Attractive

(A)

OnDimensional(O)

Must Be Reverse

(R)

Indifferent

(I)

Indifferent

(I)

Indifferent

(I)

Must Be

(M)

Neutral Reverse

(R)

Indifferent

(I)

Indifferent

(I)

Indifferent

(I)

Must Be

(M)

Live With

Reverse

(R)

Indifferent

(I)

Indifferent

(I)

Indifferent

(I)

Must Be

(M)

Dislike Reverse

(R)

Reverse

(R)

Reverse

(R)

Reverse

(R)

Questionable

(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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Dysfunctional Performance

Functional Performance

Research Analysis

Product Require

ment

Attractive

One Dimensi

onalMust Be

Indifferent

Reverse QuestionKano

ProductFeature

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% Must

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

ANALYSIS OF SURVEY RESULTS

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Product Require

ment

Attractive

One Dimensi

onalMust Be

Indifferent

Reverse QuestionKano

ProductFeature

光學防手震 10.53% 36.84% 42.11% 10.53% 0.00% 0.00% Must

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%Indifferen

t

ANALYSIS OF SURVEY RESULTS

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ANALYSIS OF SURVEY RESULTS

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CUSTOMER SATISFACTION COEFFICIENT

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CUSTOMER SATISFACTION COEFFICIENT

Product Requirement

KanoProductFeature

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

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CUSTOMER SATISFACTION COEFFICIENT

Product Requirement

KanoProductFeature

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

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Conclusion & Suggestion

CONCLUSION

1. Some factors are considered necessary, such as「防手震」；but If the feature is not generally embedded in products, it will be classified as“ Attractive Features” or “ Indifferent Features” ,such as 「指

紋辨識防盜」 2.We use KANO quality model to indicate the satisfaction and dissatisfaction index. These index can be the suggestion to camera manufacturer to rise it’s satisfaction.

Abstract Outline LiteratureIntroduction ConclusionMethods Analysis

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Product Requirement

KanoProductFeature

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

光學防手震 Must 0.47 -0.79

10種以上創意濾鏡 Attractive 0.53 -0.11

3.Using 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.

Abstract Outline LiteratureIntroduction ConclusionMethods Analysis

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CONCLUSION

Thank you~~