Integration of Kanos Model Into QFD for Multiple

Integration of Kano's Model Into QFD for Multiple Product Design 指導教授：童 超 塵 老師 作者：Yesim Sireli, Paul Kauffmann, and Erol Ozan 出 處 ： IEEE Transactions on Engineering Management, Vol. 54, No. 2, (2007), P. 380 -390 主講人：陳 建 旻

Outline 1. Introduction 2. QFD 3. Kano’s Model 4. Proposed integration approach 5. Demonstration of the proposed methodology on a NASA problem 6. Conclusion 國立雲林科技大學 業 程與管理所 12/3/2020

1. Introduction Kano’s model has a unique way of identifying CRs in more detail by assigning different categories to different requirements, and can provide more accurate “voice of the customer (VOC)” as an input to QFD analysis. Literature lacks a technique that incorporates these two models specifically focusing on simultaneous product design 國立雲林科技大學 業 程與管理所 12/3/2020

2. QFD In some applications, the house of quality may include negative impacts in a scale containing -9, -3 and -1 for a “strong negative impact, ” “moderate negative impact, ” and “weak negative impact, ” respectively. 國立雲林科技大學 業 程與管理所 12/3/2020

QFD and Kano’s Model The impact of Kano categories on customer satisfaction is not represented quantitatively in the QFD analysis. In some QFD applications weights are assigned to each CR based on Kano classifications, but the selection of these weights is quite subjective 國立雲林科技大學 業 程與管理所 12/3/2020

3. Kano’s Model (O) (A) (M) • Indifferent Requirements (I) • Reverse Requirements (R) • Questionable Requirements (Q) 國立雲林科技大學 業 程與管理所 12/3/2020

4. Proposed integration approach The absolute importance values of CRs are calculated by using two terms: impact on customer satisfaction (Si) and impact on customer dissatisfaction (Di). 國立雲林科技大學 業 程與管理所 12/3/2020

4. Proposed integration approach Matzler and Hinterhuber’s approach (1998) Improve Proposed integration approach (2007) 國立雲林科技大學 業 程與管理所 12/3/2020

Review of Matzler and Hinterhuber’s Integration Approach 1. Prepare the Kano questionnaire and survey customers. 2. Analyze survey inputs and identify Kano categories for CRs. 3. Calculate the Si and Di. 4. Identify the DRs and the CR-DRs relationship ratings based on a ± 2 -± 1 -0 scale. 5. Identify DRs priorities. 國立雲林科技大學 業 程與管理所 12/3/2020

Multiple Product Design Methodology Created in this Research 1. It uses a 9 -3 -1 -0 scoring system to make strong DRs impacts on CRs visible, and does not use negative impacts to simplify QFD implementation 2. This research employs a statistical significance test to label CRs with more reliable Kano categories. 國立雲林科技大學 業 程與管理所 12/3/2020

This study selects the highest one as the absolute importance value of each CR 國立雲林科技大學 業 程與管理所 12/3/2020

Statistical Significance Test This study uses a statistical significance test to measure the extent of difference between two closely ranked categories, when a and b are the frequencies of the two most frequent observations and N is the total number of responses, the null hypothesis is defined as H 0: a-b=0, and the alternative hypothesis as H 1: a-b>0. Therefore, if fail to reject H 0 國立雲林科技大學 業 程與管理所 12/3/2020

Definition of Multiple Products Product Basic Entry-level Advanced High-end Requirement Indifferent Must-be 1 -D, Must-be, and Indifferent Attractive, 1 -D, Must-be, and Indifferent 國立雲林科技大學 業 程與管理所 12/3/2020

Depending on different business strategies, this multiple product design approach can be used for the following two motivations 1. Developing a product family that needs to be released to the market simultaneously. 2. Designing product generations with features improving over time. 國立雲林科技大學 業 程與管理所 12/3/2020

Proposed Integration Methodology Step: 1. Prepare the Kano questionnaire and survey customers. 2. Analyze survey inputs and identify Kano categories for CRs. 3. Test statistical significance of the Kano categories. 4. Calculate the Si and Di. 5. Define multiple products simultaneously based on CRs with statistically significant Kano categories from the previous step. 6. Calculate the relative importance values for CRs. 7. Identify the DRs and enter CR-DRs relationship ratings into the house of quality by employing the 9 -3 -1 -0 scale. 8. Calculate the absolute and relative importance values of each DRs. 國立雲林科技大學 業 程與管理所 12/3/2020

5. Demonstration of the proposed methodology on a NASA problem NASA Aviation Safety Program (1997) Cockpit weather information system (CWIS) design 國立雲林科技大學 業 程與管理所 12/3/2020

Step 1 -6: • A CR list for CWIS design based on the recommendations of a focus group including 6 pilots and 2 NASA aviation managers with expertise on CWIS. • Kano questionnaire (web-based survey)-605 inputs. • An evolution can be observed from the basic product to the high-end product due to increasing number and technical superiority of these features. 國立雲林科技大學 業 程與管理所 12/3/2020

Step 7 -8: • DRs were identified based on expert opinions from 2 electrical engineers who were knowledgeable on CWIS. • The CR-DRs relationship ratings were entered into the house of quality by using the 9 -3 -1 -0 scale. 國立雲林科技大學 業 程與管理所 12/3/2020

Validation 10 pilots rated the reasonableness of each product based on a scale of 1 to 5 (1: Least reasonable, 5: Most reasonable). 國立雲林科技大學 業 程與管理所 12/3/2020

6. Conclusions 1. 2. 3. 4. This study contributes to the solution of several significant problems in customer-oriented product design in theory as well as practice. This research proposed a methodology for designing multiple products at the same time, time by integrating Kano’s model into QFD. Quantitative integration of these two models has its own difficulties. By following the steps of the new methodology and based on 605 survey inputs, 4 different levels of CWIS were designed simultaneously. 國立雲林科技大學 業 程與管理所 12/3/2020

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