Customer satisfaction and preferences based on quality of product using Analytical Hierarchy Process (AHP)

Su Azmi, Muhammad (2019) Customer satisfaction and preferences based on quality of product using Analytical Hierarchy Process (AHP). Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Customer's satisfaction and their preferences against the products always refer to design. The main purpose of this study to investigate the customer satisfactions and preferences based on design of product using the analytical hierarchy process (AHP) method, Kansei Engineering and the Eysenck Theory. The study utilized sixty-five (65) PC Mouse Design that are available in the market as the product case study for the study to make decision on the purchasing preferences reasons. A questionnaire was developed using customer preferences, product attributes, Kansei words toward the PC Mouse Design and customer characteristic (Eysenck Short Scale EPQ-R Test) as the variables. A preliminary study is conducted using pilot study to get opinions from experts (7 lecturers) and feedback from respondents. The final questionnaire is then distributed to 280 respondents who are students from Universiti Teknikal Malaysia Melaka (UTeM). The results from the survey showed that most of the respondent chosen Design-4 based on its Kansei word "Nice". It has also been confirmed that respondents chose Design 4- with the Kansei word 'Nice" using expert Choices software for the analytical hierarchy process (AHP). It ls also found that he highest result for Eysenck personality test is extraversion people.

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