Research On Application And Extension Method Of Kano Model

With the rapid development of the social economy, the competition between enterprisesis increasingly intensifying. Detecting customers’ requirements effectively and providingcustomers with superior customer value are the source of enterprises gaining competitiveadvantage. Therefore, excavating customers’ requirements and information for productdevelopment and innovation from customer perspective is the key for enterprises to gaincompetitive.Kano model formed a constitutive method based the nonlinear relationship betweenproducts’/service’s performance and customer satisfaction from customer perspective.And ithas great advantage in quality management, new product development, excavating customerknowledge, and is used widely. However, the traditional Kano model also has some flaws.Firstly, it belongs to the qualitative analysis method and the classification criterion isrelatively subject, so that its decision support functions in product innovation and servicemanagement is limited greatly. Secondly, the traditional Kano model can’t reflect customers’complex psychological effectively, which makes the enterprise can’t classify the product orservice’s quality attribute accurately. Besides, although Kano model puts forward that thequality elements which will change with the passage of time has a certain life cycle, there islack of an empirical method to study its dynamic change process.Based on this, the paper attempts to explore Kano model’s extension method and.itsempirical application.According to the traditional Kano model’s flaws: qualitative, relativelysubjective classification criterion, no considering customer’s complex psychological, thepaper will design a fuzzy Kano model to gain customers’ requirements and informationaccurately so that it will realize the objective classification. On the basis of classificationresult, combining GM(1,1) model’s advantage in coping with poor information, less data,and high prediction accuracy,the paper will put forward quality elements classificationresults’ dynamic prediction method based on the GM(1,1) model. Then, the feasibility andavailability will be tested by empirical study in Express delivery industry.The research mentioned above has a certain theoretical significance and practical valuein perfecting Kano model theory and enriching its application.