組員 : 499B0015 蘇淯婷 499B0037 王 薔 雲 499B0038 陳培瑜 499B0084 呂 佩 潔 499I0103 葉 存 安
Applying the Kano model to design Digital Single Lens Camera (DSLC) -an example to students of the...
-
Upload
prudence-joseph -
Category
Documents
-
view
260 -
download
0
Transcript of 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
2
OutlineAbstract LiteratureIntroduction Methods Analysis Conclusion
3
Motivation & Object
Introduction LiteratureAbstract Outline Methods Analysis Conclusion
4
“ 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
5
Research Methods
Purpose: Finding the factors affect consumer’s
behavior when buying DSLC sample
Abstract Outline LiteratureIntroduction Methods
Pretest
Analysis Conclusion
7
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
9
KANO PRODUCT FEATURES
Abstract Outline LiteratureIntroduction AnalysisMethods Conclusion
10
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
11
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
13
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
14
ANALYSIS OF SURVEY RESULTS
15
CUSTOMER SATISFACTION COEFFICIENT
16
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
17
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
18
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
20
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
21
CONCLUSION
Thank you~~