The improvised design of headphone using integration of Kano model and QFD for increasing customer satisfaction

Norizan, Annasuha (2016) The improvised design of headphone using integration of Kano model and QFD for increasing customer satisfaction. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Customer satisfaction is a marketing term that measures how products or services supplied by a company meet or surpass a customer's expectation. Customer satisfaction is important because it provides designers with a metric that they can use to manage and improve their customer satisfaction. The customer satisfaction is the best indicator of how likely a customer will make a purchase in the future. The scale of satisfaction is a way to know either customer will repurchase and build customer loyalty. Usually, a traditional method of survey is used to ask consumer about satisfaction. However, only survey without any other method makes designer facing difficulties to know the design elements that can increase the customer satisfaction. Therefore this study proposes the use of Kano model that integrates with quality functional deployment (QFD) method to identify the customer satisfaction. For this purpose, a kano-based questionnaire on headphone design was distributed to 400 respondents of Gen-Y. The proposed approach contributes to the identification of attractive design elements that have enormous potential to further increase customer satisfaction easily. The result of this study shows that Kano model informs designer that four elements of must-be requirement (volume button, detachable cord, adjustable headband, and light), which is compulsory needed on the product that can increase customer satisfaction. Also, two one-dimensional requirement (cord compartment and turnable earpads) and three attractive requirements (manage song button, mute button and shape of ear pad is perpendicular) influence the customer satisfaction Moreover, five technical requirements are obtained by the integration approach in which appearance dominates technical requirement more than others. The integration approach proposed in this study show that the design elements and appearance provides the basis to design the headphone that increase customer satisfaction.

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