Accepted: 28 July 2016 AHP and the Kano model are such prevalent TQM tools that it may be surprising that a true hybrid decision-making model has so far eluded researchers. The quest for a hybrid approach is complicated by the differing output perspective of each model, namely discrete ranking (AHP) versus a multi-dimensional picture (Kano). This paper presents a hybrid model of AHP and Kano model, so called two-dimension AHP (2D-AHP). This paper first compares the two approaches and justifies a hybrid model based on a simple conceit drawn from the Kano perspective: given a decision hierarchy, child and parent elements can exhibit multi-dimension relationships under different circumstances. Based on this premise, the authors construct a hybrid two-dimension AHP model whereby a functionaldysfunctional question-pair technique is incorporated into a traditional AHP framework.Using the proposed hybrid model, this paper provides a practical test case of its implementation. The 2D-AHP approach revealed important evaluation variances obscured through AHP, while a survey study confirmed that the 2D-AHP approach is both feasible and preferred in some respects by respondents. Although there have been rich research efforts to combine AHP and Kano model, most of them is simply about a series of individual usage of each methodology. On the other hand, the type of hybridization between AHP and Kano model in this paper is quite unique in terms of the two dimensional perspective. The model provides a general approach with application possibilities far beyond the scope of the test case and its problem structure, and so calls for application and validation in new cases.Keywords analytic hierarchy process, Kano model, hybrid model, multi-criteria decision-making, twodimension perspective.
IntroductionWith the convincing business benefits of employing Total Quality Management (TQM) strategies [1,2], TQM implementation has remained a top agenda item for contemporary businesses decision makers across a wide spectrum of industries. Enacting TQM relies heavily on consistent, rational decision making throughout the organization, as well as attention to customer satisfaction. Academics and practitioners alike have turned their attention to the question of how best to introduce and implement TQM. What analytical processes produce the most effective decisions regarding TQM deployment? Which theoretical models lead to the greatest performance increases from TQM with the least wastage? While previous studies have suggested various methods for TQM introduction and implementation [3,4], a throng of TQM professionals and researchers have chosen to employ analytic hierarchy processes (AHP)
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Management and Production Engineering Reviewto deconstruct and analyze decision criteria and alternatives, while others have applied the Kano model (also called the 'Theory of Attractive Quality') to develop the organization's customer focus through their products and services.As Wang et al.[5] ident...