Applying the Kano model to design Digital Single Lens Camera (DSLC)

1. Applying the Kano model to design Digital Single LensCamera (DSLC) -an example to students of the NCKU Management Institute Group11： 王郁婷 林家寧 林君儒 黃琬淯 蔡佩珊

2. Abstract Introduction Literature Methods Analysis Conclusion Outline • This study based on Kano’s model of customer satisfaction, to explore customers’ stated needs and unstated desires and to resolve them into different categories which have different impacts on customer satisfaction. • We use the study to determine on which quality the student focus when they’re going to buy a DSLC . • Give the result to the DSLC company as a strategy . 2

3. Outline Abstract Introduction Literature Methods Analysis Conclusion 3

4. Introduction Abstract Literature Outline Conclusion Methods Analysis Motivation & Object 4

5. Literature Methods Analysis Conclusion Introduction Abstract Outline “How to make product development projects more successful byintegrating Kano’s model of customer satisfaction into qualityfunction deployment.” -Technovation, 18(1) (1998)Kurt Matzler、Hans H. Hinterhuber “The analysis of customers perceived value fromdigital still camera by the Means-End chains” -中正大學企業管理研究所碩士論文 廖進成 06,2006 5

6. Research Methods

7. Methods Analysis Abstract Literature Outline Conclusion Introduction • Pretest Purpose:Finding the factors affect consumer’s behavior when buying DSLC sample 7

8. 您好，請想向您現在正在考慮購買「類單眼相機」，您好，請想向您現在正在考慮購買「類單眼相機」， 請依照您購買時會考量的因素依重要性做排序(1:最重要，依序排列) 8

9. Formal Test 9

10. KANO PRODUCT FEATURES Analysis Conclusion Literature Introduction Methods Abstract Outline 10

11. Dysfunctional Performance Functional Performance Kurt,Matzler and Hans H Hinterhubur,”How to make product development projects more successful by integrating Kano’s Model of customer satisfaction into quality function development ,”Technovation Vol.18,No1,pp25-38,1998 11

12. Research Analysis

13. ANALYSIS OF SURVEY RESULTS 13

14. ANALYSIS OF SURVEY RESULTS 14

15. ANALYSIS OF SURVEY RESULTS 15

16. CUSTOMER SATISFACTION COEFFICIENT 16

17. CUSTOMER SATISFACTION COEFFICIENT 17

18. CUSTOMER SATISFACTION COEFFICIENT 18

19. Conclusion & Suggestion

20. Conclusion CONCLUSION Literature Analysis Introduction Methods Abstract Outline • 1.Some factors are considered necessary, such as「防手震」；but If the feature is not generally embedded in products, it will be classified as“Attractive Features”or “Indifferent Features”,such as 「指 紋辨識防盜」 • 2.We use KANO quality model to indicate the satisfaction and dissatisfaction index. These index can be the suggestion tocamera manufacturer to rise it’s satisfaction. 20

21. Conclusion CONCLUSION Literature Analysis Introduction Methods Abstract Outline • 3.Using NCKU MBA students as our sample, it may not completely accounts formanufactures’ view. Because the result of random sampling might be affected by subjects' attitude and expectation toward camera ,there may be some bias in the outcome. • 4. Firms should make long term research about their customer for the sack of that factors affect customers‘ taste will change over time. 21

22. Thank you~~