Integration of fuzzy theory into Kano model for classification of service quality elements: A case study in a machinery industry of China

Abstract

Abstract:Purpose: The purpose of study is to propose and verify a method of service quality elements classification through integrating fuzzy theory into Kano model. The method has the merit of being more effective in processing customers' psychology of vagueness and uncertainties than traditional Kano model. Design/methodology/approach: In this study, considering the disadvantages of traditional Kano model in service quality elements classification without taking into account customers' complex consuming psychology, and combining with fuzzy theory which is effective to cope with uncertainty and ambiguity, a new framework of integrating fuzzy theory into Kano model in quality elements classification is proposed. In view of the strong subjectivity of traditional Kano questionnaires, a fuzzy Kano questionnaire considering the evaluators' multi-feelings is proposed. Furthermore, this study will also develop a mathematical calculation performance according to the classification of fuzzy Kano model. With this method, the accurate mentality can be fully reasonable reflected in some unknown circumstances. Finally, an empirical study in Xuzhou Construction Machinery Group Co., Ltd, the largest manufacturing industry in China, is showed to testify its feasibility and validity.-1661-Journal of Industrial Engineering and Management -http://dx.doi.org/10.3926/jiem.1708 Findings:The calculation results and the application effect show that the proposed model has good performance in classifying customer requirements. With this method, the accurate mentality can be fully reasonable reflected in unknown circumstances and it is more objective than traditional Kano model to classify the service quality elements. Originality/value:This study provides a method to integrate fuzzy theory and Kano model, and develops a framework to classify service quality elements.

A Decision Method to Maximize Service Quality under Budget Constraints: The Kano Study of a Chinese Machinery Manufacturer

“…Generally, the traditional Kano model is lacking in processing the vagueness and uncertainties in human judgment and decision-making when surveying. Fuzzy set theory introduced by Zadeh (1965) has many advantages in analyzing fuzzy linguistics and fuzzy inference, and it is successfully used in fuzzy decision-making [55]. Thus, some scholars suggested incorporating the fuzzy set theory into Kano model to accommodate linguistic properties of subjective and vague human perception [22][23][24].…”

“…An evaluator's multiple feelings can be expressed by the possibility degrees in the fuzzy Kano model. In this study, we are inclined to use fuzzy Kano model to elicit customers' perception and gain classification results of service quality elements [55].…”

“…In the second part, the questionnaire focuses on a set of 12 items of service quality elements, and the form of each item is presented with both functional and dysfunctional forms, but, unlike traditional Kano model using binary data, the fuzzy Kano model questionnaire allows respondents to express their multiple feelings by the possibility degrees among multiple items. Additional information on the fuzzy Kano questionnaire can be found in the literature [55].…”

A Possibilistic Approach for Aggregating Customer Opinions in Product Development

“…The issue of sustainability has also been integrated with the aforementioned activities [8,17]. Some authors have put an emphasis on the customer needs models, e.g., the Kano model [9], and other related issues, e.g., the issue of customer preferences aggregation [10][11][12][13][14][15]18], the issue of missing customer opinion simulation [16], and the issue of uncertainty quantification in customer needs assessment [11][12][13][14][15].…”

“…At the same time, the internal customers suggest numerous solutions for satisfying the needs of the external customers. Therefore, a customer needs assessment and product solution identification have been two critical problems of product development and studied by numerous authors [4][5][6][7][8][9][10][11][12][13][14][15][16][17][18]. In certain cases, the issues of mass customization, growing and variable customer demands, and optimal mix of products have been emphasized in dealing with customer needs [4][5][6][7].…”