DOI QR코드

DOI QR Code

수정된 이원평가표를 이용한 품질속성의 분류에 관한 연구

Classification of Quality Attributes Using Two-dimensional Evaluation Table

  • 김광필 (동의과학대학교 경영계열) ;
  • 송해근 (동의과학대학교 경영계열)
  • Kim, Gwangpil (Dept. of management, Dong-Eui Institute of Technology) ;
  • Song, Haegeun (Dept. of management, Dong-Eui Institute of Technology)
  • 투고 : 2018.02.14
  • 심사 : 2018.03.27
  • 발행 : 2018.03.31

초록

For several decades, attribute classification methods using the asymmetrical relationship between an attribute performance and the satisfaction of that attribute have been explored by numerous researchers. In particular, the Kano model, which classifies quality attributes into 5 elements using simple questionnaire and two-dimensional evaluation table, has gained popularity: Attractive, One-dimensional, Must-be, Indifferent, and Reverse quality. As Kano's model is well accepted, many literatures have introduced categorization methods using the Kano's evaluation table at attribute level. However, they applied different terminologies and classification criteria and this causes confusion and misunderstanding. Therefore, a criterion for quality classification at attribute level is necessary. This study is aimed to suggest a new attribute classification method that sub-categorizes quality attributes using 5-point ordinal point and Kano's two-dimensional evaluation table through an extensive literature review. For this, the current study examines the intrinsic and extrinsic problems of the well-recognized Kano model that have been used for measuring customer satisfaction of products and services. For empirical study, the author conducted a comparative study between the results of Kano's model and the proposed method for an e-learning case (33 attributes). Results show that the proposed method is better in terms of ease of use and understanding of kano's results and this result will contribute to the further development of the attractive quality theory that enables to understand both the customers explicit and implicit needs.

키워드

참고문헌

  1. Anne, M., & Gronholdt, L. (2001), "Using employee satisfaction measurement to improve people management: An adaptation of Kano's quality types". Total Quality Management, 12(7-8): 949-957. https://doi.org/10.1080/09544120100000020
  2. Bartikowski, B. & Llosa, S. (2004), "Customer satisfaction measurement: comparing four methods of attribute categorizations". The Service Industries Journal, 24(4): 67-82. https://doi.org/10.1080/0264206042000275190
  3. Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M., & Walden, D. (1993), "Kano's methods for understanding customer- defined quality". Center for Quality of Management Journal, 2(4): 2-36.
  4. Bhattacharyya, S. K. & Rahman, Z. (2004), "Capturing the customer's voice, the centerpiece of strategy making: A case study in banking". European Business Review, 16(2): 128-138. https://doi.org/10.1108/09555340410524238
  5. Brandt, D. R. (1988), "How service marketers can identify value-enhancing service elements". Journal of Services Marketing, 2(3): 35-41. https://doi.org/10.1108/eb024732
  6. Brandt, D. R., & Scharioth, J. (1998), "Attribute life cycle analysis. Alternatives to the kano method". In ESOMAR MARKETING RESEARCH CONGRESS, ESOMAR, 413- 430.
  7. Busacca, B., & Padula, G. (2005), "Understanding the relationship between attribute performance and overall satisfaction: theory, measurement and implications". Marketing Intelligence & Planning, 23(6): 543-561. https://doi.org/10.1108/02634500510624110
  8. Cadotte, E. R. & Turgeon, N. (1988), "Dissatisfiers and Satisfiers: Suggestions from Consumer Complaints and Compliments". Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 1, 74-79.
  9. Chen, J. K. & Lee, Y. C. (2009), "A new method to identify the category of the quality attribute". Total Quality Management, 20(10): 1139-1152. https://doi.org/10.1080/14783360902781832
  10. Emery, C. R. & Tian, R. G. (2002), "Schoolwork as products, professors as customers: a practical teaching approach in business education". Journal of Education for Business, 78(2): 97-102. https://doi.org/10.1080/08832320209599705
  11. Ek, F. I., & ikis, S. (2015), "Integrating the Kano model into architectural design: quality measurement in mass-housing units". Total Quality Management & Business Excellence, 26(3-4): 400-414. https://doi.org/10.1080/14783363.2013.835898
  12. Eskildsen, J. K. & Kristensen, K. (2006), "Enhancing importance performance analysis". International Journal of Productivity and Performance Management, 55(1): 40-60. https://doi.org/10.1108/17410400610635499
  13. Fong, D. (1996), "Using the self-stated importance questionnaire to interpret Kano questionnaire results". Center for Quality of Management Journal, 5(3): 21-23.
  14. Fuller, J., & Matzler, K. (2008), "Customer delight and market segmentation: An application of the three-factor theory of customer satisfaction on life style groups". Tourism management, 29(1): 116-126. https://doi.org/10.1016/j.tourman.2007.03.021
  15. Fundin, A., & Nilsson, L. (2003), "Using Kano's theory of attractive quality to better understand customer experiences with e- services". Asian Journal on Quality, 4(2): 32-49. https://doi.org/10.1108/15982688200300018
  16. Gregory, A. M., & Parsa, H. G. (2013), "Kano's Model: An Integrative Review of Theory and Applications to the Field of Hospitality and Tourism". Journal of Hospitality Marketing & Management, 22(1): 25-46. https://doi.org/10.1080/19368623.2011.641073
  17. Herzberg, F., Mausner, B., M. & Snyderman, B.B. (1959), The motivation to work, John Wiley & Sons, NY.
  18. Hogstrom, C. (2011), "The theory of attractive quality and experience offerings". The TQM Journal, 23(2): 111-127. https://doi.org/10.1108/17542731111110195
  19. Jacobs, R. (1997), "Evaluating customer satisfaction with media products and services". European Media Management Journal, 32: 11-18.
  20. Kano, N., Seraku, N., Takahashi, F. & Tsuji, S. (1984), "Attractive quality and must-be quality". Hinshitsu, 14(2): 147-156.
  21. Kano, N. (2001), "Life cycle and creation of attractive quality". Proceedings of the 4thQMODConference, Linkoping, Sweden, 18-36.
  22. Khalifa, A. S. (2004), "Customer value: a review of recent literature and an integrative configuration". Management Decision, 42(5): 645-66. https://doi.org/10.1108/00251740410538497
  23. Kim, M. H., Song, H, G, & Park, Y, T. (2013), "Comparing the Questionnaires for Classifying Quality Attributes in the Kano Model". Journal Korean Society Quality Management, 41(2): 209-220. https://doi.org/10.7469/JKSQM.2013.41.2.209
  24. Kuo, Y. F., Chen, J. Y., & Deng, W. J. (2012), "IPA-Kano model: A new tool for categorising and diagnosing service quality attributes". Total Quality Management and Business Excellence, 23(7/8): 731-748. https://doi.org/10.1080/14783363.2011.637811
  25. Lee, M. C. & Newcomb, J. F. (1997), "Appling the Kano methodology to meet customer requirements: NASA's microgravity science program". Quality Management Journal, 4(3): 95-106. https://doi.org/10.1080/10686967.1997.11918805
  26. Lilja, J. & Wiklund, H. (2006), "Obstacles to the creation of attractive quality". The TQM Magazine, 18(1): 55-66. https://doi.org/10.1108/09544780610637695
  27. Llosa, S. (1997), "Analysis of the contribution of the elements of the service to satisfaction: A model tetra-class". Decisions Marketing, 10: 81-88.
  28. Lofgren, M. & Witell, L. (2008), "Two decades of using Kano's theory of attractive quality: a literature review". Quality Management Journal, 15(1): 59-75, ASQ.
  29. Luor, T., Lu, H. P., Chien, K. M., & Wu, T. C. (2012), "Contribution to quality research: A literature review of Kano's model from 1998 to 2012". Total Quality Management & Business Excellence, (ahead-of-print): 1-14.
  30. 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 development". Technovation, 18(1): 25-38. https://doi.org/10.1016/S0166-4972(97)00072-2
  31. Matzler, K., Hinterhuber, H. H., Bailom, F., & Sauerwein, E. (1996), "How to delight your customer". Journal of Product and Brand Management, 5(2): 6-18. https://doi.org/10.1108/10610429610119469
  32. Matzler, K., Fuchs, M., & Schubert, A. (2004), "Employee satisfaction: does Kano's model apply?" Total Quality Management and Business Excellence, 15(9-10): 1179-1198. https://doi.org/10.1080/1478336042000255569
  33. Matzler, K., & Sauerwein, E. (2002), "The factor structure of customer satisfaction: An empirical test of the importance grid and the penalty reward-contrast analysis". International Journal of Service Industry Management, 13(4): 314-332. https://doi.org/10.1108/09564230210445078
  34. Mikulic, J. (2007), "The Kano Model-A Review of its Application in Marketing Research from 1984 to 2006". In Proceedings of the 1st International Conference Marketing Theory Challenges in Transitional Societies, 87-96.
  35. Mikulic J. & Prebezac D. (2011), "A critical review of techniques for classifying quality attributes in the Kano model". Managing Service Quality, 21(1): 46-66. https://doi.org/10.1108/09604521111100243
  36. Nilsson-Witell, L. & 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. https://doi.org/10.1108/09564230510592289
  37. Oliver, R. L. (1995), "Attribute Need Fulfillment in Product Usage Satisfaction". Psychology and Marketing, 12(1): 1-17. https://doi.org/10.1002/mar.4220120102
  38. Rahman, Z. (2004), "Developing customer oriented service: a case study". Managing Service Quality, 14(5): 426-435. https://doi.org/10.1108/09604520410558029
  39. Shahin, A., Pourhamidi, M., Antony, J., & Park, S. H. (2013), "Typology of Kano models: a critical review of literature and proposition of a revised model". International Journal of Quality & Reliability Management, 30(3): 341-358. https://doi.org/10.1108/02656711311299863
  40. Shen, X. X., Tan, K. C. & Xie, M. (2000), "An integrated approach to innovative product development using Kano's model and QFD". European Journal of Innovation Management, 3(2): 91-9. https://doi.org/10.1108/14601060010298435
  41. Song, H. G. & Park, Y - T. (2012), "Wordings of the Kano model's questionnaire". Journal of Korean Society of Quality Management, 40(4): 453-466. https://doi.org/10.7469/JKSQM.2012.40.4.453
  42. Song, H. G. (2013), "Developing APC for Weighting Quality Attributes". Journal of Society of Korea Industrial and Systems Engineering, 36(3): 8-16. https://doi.org/10.11627/jkise.2013.36.3.8
  43. Stone, V. I., Bauer, S. M., Montgomery, M. E., & Usiak, D. J. (2007), "Uncovering promising management practices from national Centers for Independent Living". Journal of Vocational Rehabilitation, 26(3): 159-173.
  44. Swan, J. E. & Combs, L. J. (1976), "Product Performance and Consumer Satisfaction: A New Concept". Journal of Marketing, 40(2): 25-33. https://doi.org/10.2307/1251003
  45. Tan, K. C., Xie, M., & Shen, X. X. (1999), "Development of innovative products using Kano's model and quality function deployment". International Journal of Innovation Management, 3(3): 271-286. https://doi.org/10.1142/S1363919699000141
  46. Tontini, G. (2000), "Identification of customer attractive and must-be requirements using a modified Kano's method: guidelines and case study". In ANNUAL QUALITY CONGRESS PROCEEDINGS-AMERICAN SOCIETY FOR QUALITY CONTROL, 728-734, ASQ.
  47. Tontini, G. & Silveira, A. (2007), "Identification of satisfaction attributes using competitive analysis of the improvement gap". International Journal of Operations & Production Management, 27(5): 482-500. https://doi.org/10.1108/01443570710742375
  48. Vargo, S. L., Nagao, K., He. Y., & Morgan, F. W. (2007), "Satisfiers, Dissatisfiers, Criticals, and Neutrals: A Review of Their Relative Effects on Customer (Dis)Satisfaction". Academy of Marketing Science Review, 11(2): 1-13.
  49. Vavra, T. G. (1997), Improving your measurement of customer satisfaction: a guide to creating, conducting, analyzing and reporting customer satisfaction measurement program. ASQC Quality Press Milwaukee:WI.
  50. Venkitaraman, R. K. & Jaworski, C. (1993), "Restructuring customer satisfaction measurement for better resource allocation decisions: an integrated approach". In fourth annual advanced research techniques forum of the American Marketing Association, 159.
  51. Witell, L. & L†fgren M. (2007), "Classification of quality attributes". Managing Service Quality, 17(1): 54-73. https://doi.org/10.1108/09604520710720674
  52. Witell, L., L†fgren, M., & Dahlgaard, J. J. (2013), "Theory of attractive quality and the Kano methodology-the past, the present, and the future". Total Quality Management & Business Excellence, 24(11-12): 1241-1252. https://doi.org/10.1080/14783363.2013.791117
  53. Yang, C. C. (2005), "The refined Kano's model and its application". Total Quality Management, 16(10): 1127-1137. https://doi.org/10.1080/14783360500235850
  54. Yang, C. C. (2011), "Identification of customer delight for quality attributes and its applications". Total Quality Management, 22(1): 83-98. https://doi.org/10.1080/14783363.2010.532341