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Week 11

-KANO ANALYSIS

Total Quali ty Management

TQM5413

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The Theory of Attractive Quality

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Understanding Quality Attributes

Very Satisfied

Very Dissatisfied

Customer Satisfaction

AchievedNot at all

AchievedDegree of Achievement

One Dimensional Quality

Attractive Quality

Must be Quality

Reverse Quality

Basic Needs

Expected Needs

Excitement Needs

Unspoken

Unspoken

Spoken

Indifferent Quality

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Attractive Quality Creation

- Can help us to better understand customer needs.

- Can help us to prioritize different customer needs.

- Can help us to identify different customer segments.

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Life-Cycle of Quality Attributes

Indifferent Quality

Very Satisfied

Very Dissatisfied

Customer Satisfaction

AchievedNot at all

AchievedDegree of Achievement

One Dimensional Quality

Attractive Quality

Must be Quality

Reverse Quality

1

2 3

4

Excitement Needs

Expected Needs

Basic Needs

Unspoken

Spoken

Unspoken

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A Step Model for KANO Study

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Identification of Quality Attributes

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Which Lens Provides the Best View

Identification of Quality Attributes

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Creating the Lens of the Customer

Identification of Quality Attributes

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How to ask a Kano Question

Design of Kano Questionnaire

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An Example

Design of Kano Questionnaire

D i f K Q i i

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Design of Kano Questionnaire

T t d E l ti f Q ti i

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Test of Questionnaire

Test and Evaluation of Questionnaire

C ll ti f K d t

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Administering the Questionnaire

Collection of Kano data

Cl ifi ti f Q lit Att ib t

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Classification of Quality Attributes

Kano Evaluation Table

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A l i th K D t

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Analyzing the Kano Data

I t t ti

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Interpretation

Benefits

I t t ti

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Interpretation

How to use better understanding of Attributes

Select acco rding to M>O>A>I

If Kano Codes are Tied

I t t ti

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Interpretation

Better and Worse Index

Interpretation

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Interpretation

Better / Worse Plot

Your Group Assignment

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Your Group Assignment

Fol low th e Step Model of Kano Study , depicted on sl id e 6.

Take any p roduc t or serv ice and cond uct Kano Analysis.

Minimum att r ibutes sho uld be six.

Minimum respon dents sho uld be 30.

Each g roup n eed to inclu de fo l low ing in the assignm ent ;

1. Ident i f icat ion of cus tom er need.

2. Ident i f icat ion o f a prod uc t.

3. Ident i f icat ion of qu al i ty attr ibutes by m aking the Lens o f the customer.

4. Formulat ion of K ano Quest ion naire.

5. Formulat ion o f Kano Evaluat ion Table for each attr ibu te.

6. An alysis of K ano Data by art iculat ing

- customers as most comm on, 2ndmost comm on and 3rdm ost common in each at t r ibu te

- better/wo rse plo t.

7. Ident i fy the customer segments now.