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Empirical research on Kano's model and customer satisfaction.
Feng-Han Lin1, Sang-Bing Tsai2,3,4, Yu-Cheng Lee5
1Ph.D. Program of Technology Management, Chung Hua University, Hsin Chu City, Taiwan.
Plos One
|September 6, 2017
Summary
This study introduces a new method to calculate customer satisfaction odds, classifying product quality attributes by considering customer psychology. This helps prioritize product development resources for enhanced customer satisfaction.
Area of Science:
- Product Development
- Marketing Science
- Consumer Behavior
Background:
- Customer satisfaction is key in product development, with quality attributes significantly impacting it.
- Existing research often overlooks the quantitative calculation of satisfaction odds and nonlinear relationships in quality attribute analysis.
- Understanding customer psychology is vital for effective product design and resource allocation.
Purpose of the Study:
- To quantitatively assess quality attributes by determining customer satisfaction odds.
- To establish classification criteria for quality attributes using a novel quantitative method.
- To integrate customer psychology, specifically prospect theory, into quality attribute assessment.
Main Methods:
- Developed a novel method to quantitatively assess quality attributes and calculate customer satisfaction odds.
- Fitted a nonlinear relationship between attribute-level performance and customer satisfaction.
- Integrated the concept of customer satisfaction odds with the value function from prospect theory.
- Conducted a case study on bicycle user satisfaction to validate the proposed method.
Main Results:
- Successfully determined customer satisfaction odds to classify quality attributes.
- Demonstrated a novel method for quantitatively assessing quality attributes and their nonlinear impact on satisfaction.
- Validated the method through a case study on bicycle user satisfaction.
- Provided insights into prioritizing resource allocation based on customer psychology.
Conclusions:
- The proposed method offers a quantitative approach to understanding and classifying quality attributes based on customer satisfaction odds.
- Integrating customer psychology, particularly prospect theory, enhances the understanding of attribute-level performance and satisfaction.
- This research provides a valuable reference for product designers aiming to create attractive quality attributes and improve customer satisfaction.