You are here

Home » Content

Kano Modelinin Kalite Fonksiyon Göçerimi Planlama Matrisinde Kullanımı

Use of the Kano’s Model in the Quality Function Deployment Planning Matrix

Journal Name:

  • Ege Akademik Bakış Dergisi

Publication Year:

  • 2012

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Quality Function Deployment (QFD) is one of the most important methods developed for identifying customer requirements and needs and helping in developing products and services according to those needs for companies adopting Total Quality Management approach. Besides, this approach gives them a competitive advantage in their markets. Kano’s model assumes that meeting customer requirements does not contribute to customer satisfaction proportionally for each requirement type and departing from this viewpoint it categorizes customer requirements into three main groups (i.e. expected, existing and exciting). Integrating Kano’s model into QFD planning matrix makes it possible to develop better products and services and gives a chance to attain a satisfaction level that is well beyond just meeting expectations which results in long-term customer loyalty. Based on the Kano Model analysis, an approximate transformation function is proposed to adjust the improvement ratio of each customer requirements. Customers’ raw priorities are thereby adjusted accordingly for achieving the desired customer satisfaction performance. An example of the firm that displays activity is presented to illustrate the use of Kano’s Model in QFD.
Bookmark/Search this post with
Abstract (Original Language): 
Kalite Fonksiyon Göçerimi (KFG) müşteri ihtiyaç, istek ve beklentilerini tanımlayarak, bu ihtiyaçlar ile uyumlu ürün ve hizmet geliştirmede kullanılmak üzere geliştirilmiş, Toplam Kalite felsefesini benimseyen firmalarda uygulama imkanı bulabilen ve pazarda rekabet etme avantajı sağlayan en önemli metodolojilerden birisidir. Kano Modeli, belirli bir ürün ve hizmetle ilgili müşteri ihtiyaçlarının müşteri memnuniyetine aynı oranda katkıda bulunmadığı varsayımıyla ürünle ilgili bu gereksinimleri temel, doğrusal ve heyecan verici ihtiyaçlar olarak sınıflandırmayı sağlayan bir yöntemdir. KFG planlama matrisine Kano modelinin dahil edilmesi, müşteriye daha fazla değer katacak ürün ve hizmetlerin geliştirilmesine ve bu sayede müşteri memnuniyetinin ötesine geçerek uzun dönemde müşteri bağlılığının yaratılmasına imkan vermektedir. Kano modeli analizine dayanarak, her bir müşteri ihtiyacına ait iyileştirme oranının düzeltilmesi için tahmini bir dönüşüm fonksiyonu önerilir. Böylece her bir ihtiyacın ham önem düzeyi arzu edilen müşteri memnuniyet performansını gerçekleştirmek için düzeltilir. Bu çalışmada Kano modelinin KFG planlama matrisi içinde uygun bir dönüşüm fonksiyonu yardımıyla kullanımı, gıda sanayinde faaliyet gösteren bir firmada gerçekleştirilen uygulamayla gösterilmeye çalışılmıştır.
FULL TEXT (PDF): 
PDF icon arastirmax-kano-modelinin-kalite-fonksiyon-gocerimi-planlama-matrisinde-kullanimi.pdf
  • 1
127-137
  • Turkish

REFERENCES

References: 

Bertolini, M., Carmignani, G. (2010) “A QFD-Based
Technique to Select And Manage Reverse E-Auctions”
Strategic Outsourcing: An International Journal, 3(2):128-
143.
Chen, M.C., Chang, K.C., Hsu, C.L and Yang, I.C
(2011) “Understanding the Relationship Between Service
Convenience and Customer Satisfaction in Home
Delivery by Kano Model” Asia Pacific Journal of Marketing
and Logistics, 23(3):386-410.
Chien, T.K., Su, C.T (2003) “Using the QFD Concept
to Resolve Customer Satisfaction Strategy Decisons”
International Journal of Quality & Reliability Management,
20(3):345-359.
Day, R.G. (1998) Kalite Fonksiyon Yayılımı-Bir Şirketin
Müşterileri İle Bütünleştirilmesi İstanbul, Cem Ofset.
Elroy, W. M (2003) “Combining Perceptual and
Behavioral Data for Reporting Overall Web Site Performance”
Journal of Online Research, 1-18
Esteghlalian, A., Verma, B., Foutz, T. and Thompson,
S. (1998) “Customer Focused Approach to Design”
Academic Research Library, 5(6): 1-7.
Han, C.H., Kim, J.K. and Choi S.H. (2004) “Prioritizing
Engineering Characteristics in Quality Function
Deployment with Incomplete Information: A Linear
Partial Ordering Approach” International Journal of Production
Economics, 98:235-249.
Hassan, Adnan, Baksh, M.S.N, Shaharoun, A.M.
(2000) “Issues in Quality Engineering Research” International
Journal of Quality & Reliability Management,
17(8):858-875.
Jane, A., Corbella, D. and Salvador, M. (2003) “Citizens’
Role in Health Service:Satisfaction Behaviour:
Kano’s Model, Part 1” Quality Management in Health
Care, 12(1):64-71.
Kano, N. (2001) “Life Cycle and Creation of Attractive
Quality” University of Linkoping Fourth International
QMOD Conference on Quality Management and
Organisational Development, Linköping, Sweden, 18-36.
Kano, N., Seraku, N., Takahashi, F. and Tsuji, S.
(1984) “Attractive Quality Must-Be Quality” The Journal
of the Japanese Society for Quality Control, 14(2):39-48.
Kwong, C. K., Bai, H.(2002) “A Fuzzy AHP Approach
to the Determination of Importance Weights of
Customer Requirement in Quality Function Deployment”
Journal of Intelligent Manufacturing; 13(5):367-
377.
Lin, Y., Pekkarinen, S. (2011) “QFD-Based Modular
Logistics Service Design” Journal of Business & Industrial
Marketing, 26(5):344–356.
Lofgren, M, Witell, L. (2005) “Kano’s Theory of
Attractive Quality and Packaging” Quality Management
Journal 12(3):7-20.
Matzler, K., Hinterhuber, H.H. (1998) “How to
Make Product Development Projects more Successful by
Integrating Kano’s Model of Customer Satisfaction into
Quality Function Deployment” Technovation, 18(1):25-
38.
Sahney, S. (2011) “Delighting Customers of Management
Education in India: A Student Perspective, Part
II” The TQM Journal, 23(5):531-548.
Shahin, A. (2004) “Integration of FMEA and the
Kano Model: An Exploratory Examination” International
Journal of Quality & Reliability Management,
21(7):731-746.
Shiu, M.L, Jiang, J.C., Tu, M.H. (2007) “Reconstruct
QFD for Integrated Product and Process Development
Management” The TQM Magazine, 19(5):403-
418.
Sofyalioğlu, Ç. (2006) “Kalite Fonksiyon Göçerimi
ve Gıda Sanayinde Uygulanabilirliği: Kano Modeli ile
Bütünleşik Bir Yaklaşım” Yayınlanmamış Doktora Tezi,
Manisa, Celal Bayar Üniversitesi Sosyal Bilimler Enstitüsü.
Sofyalioğlu, Ç., Kartal, B. (2005) “An Emprical
Study on The Use of Kano’s Model in a Higher Education
Institution in Turkey” Dokuz Eylül University
Faculty of Business, 11 th International Symposium on
Quality Function Deployment 26-30 th September, Kuşadası,
Turkey.
Tan, K.C., Shen, X.X. (2000) “Integrating Kano’s
Model in the Planning Matrix of Quality Function Deployment”
Total Quality Management, 11(8):1141-1151.
Tanik, M. (2010) “Improving Order Handling Process
by Using QFD and FMEA Methodologies: A Case
Study” International Journal of Quality & Reliability Management,
27(4):404-423.
Tontini, G. (2000) “Identification of Customer Attractive
and Must Be Requirements Using a Modified
Kano’s Method: Guidelines and Case Study” Quality
Congress, 54:728-734.
Wang, T., Ji, P. (2010) “Understanding Customer
Needs Through Quantitative Analysis pf Kano’s Model”
International Journal of Quality &Reliability Management,
27(2):173-184.
Walden D. (1993) “A Special Issue on Kano’s Methods
for Understanding Customer- Defined Quality”
Center of Quality Management Journal, 2(4):3-28.
Witell, L.N., Fundin, A. (2005) “Dynamics of Service
Attributes: A Test of Kano’s Theory of Attractive
Quality” International Journal of Service Industry Management,
16(2):152-168.

Thank you for copying data from http://www.arastirmax.com