A Customer Affective Quality Analysis Using Analytical Hierarchy Process (AHP) In The Product Development Case Study (Product - Pen)

Nur Asilah, Mastuki (2013) A Customer Affective Quality Analysis Using Analytical Hierarchy Process (AHP) In The Product Development Case Study (Product - Pen). Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Qualities of product and customer satisfaction are related each other although customers define this relationship between these two factors is very confusing. This study was conducted to identify and assess the level of customer satisfaction in product development using Kansei Engineering (KE) and interpret customer feelings towards technology products for design elements by Nagamachi (1995). However, KE is not good enough to analyze the data collected since it is not only based on human needs but also customer psychological and still do not know what they are required for certain products. In addition, fuzzy logic has the objective to determine the effectiveness of trade between accuracy and cost of developing complex systems. The Analytical Hierarchy Process (AHP) is a decision-making system which uses a mathematical method and assists in determining priority by comparison pairs by analyzing each criterion. So, the combination of KE and Fuzzy AHP will be used to analyze the level of customer satisfaction with product design. Survey will be used to collect data in this study. There are two methods of the survey used interviews and questionnaires. The purpose of the interview is to gather Kansei Word (KW) suitable for survey and then used for data collection and analysis based on Kansei Engineering and Fuzzy AHP Method. The Kansei words of "Irritating-Convenient" (IC), "Ugly-Beautiful" (UB), "Simple-Stylish" (SS), "Boring-Attractive" (BA), "Miserable-Comfortable" (MC) and "Slippery-Firm "(SF). This questionnaire will be used to collect data. Then, data were analyzed using Kansei Engineering to find words that describe the design and using Fuzzy AHP to finalize the design. Based on AHP, design No.1 (No. mechanism no. 1, grip no. 1 and clip no. 1) is the most preferred design. In a nutshell, Fuzzy approach, Expert software option and Post Test analysis was then performed to support the results from the AHP analysis.

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