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KANO MODEL USED FOR

AUTOMOBILE MANUFACTURING

GUIDED BY PRESENTED BY
Mr RAMESH M ABHJITH K M
ASST, PROF –DEPT OF MECHANICAL ENGG S7-MECHANICAL
VISAT ROLL NO: 1

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CONTENTS
Sl No. Topics

1. Introduction
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2. Literature survey
3. KANO model
4. Category
5. Implementation
6. Result and Discussion
7. INDIAN Scenario
8. Conclusion
9. References 2
INTRODUCTION
• Services are constantly changing with the introduction of new technologies.
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• New theories and technologies are the key factor affecting design and
development trends of service models and solutions.

• Automobile manufactures wish to provide customers with unique experience and


services.

• This study proposes a scientific engineering and operation frame work for driving
services.

• Using KANO quality categories we can effectively reduce customer


dissatisfaction.
LITERATURE SURVEY
Dominici et al 2016 had studied about customer attitude to product
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development towards future transformations of the driving experience.

How modern technology affect automobiles.

Importance of an automobile to a persons family.

Importance of autonomous driving.

Importance of driver friendly vehicles.


LITERATURE SURVEY
Cagnin et al in 2016 had studied in proposal of a method for
selecting supplies considering risk management application at the
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automotive industry.

Changes in automotive market.

Growth of vehicle production.

Kano et al in 1984 had studied about attractive quality and must be


quality.

Kano model address customers need rather than their


preferences.
KANO MODEL
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• It is a theory of product development and customer satisfaction developed in 1980s.

• It was proposed by a Professor Noriaki Kano.

• It classifies customer preferences into different categories.

• Which studies the nature of customer needs.

• It provides a way for better classification.


KANO MODEL 7
Activities in which the Kano model is useful.

1. Identifying customer needs.

2. Determining functional.

3. Concept development.

4. Analyzing competitive products.


KANO MODEL
It classifies customer preferences in to five categories. 8
1. One dimensional quality

2. Attractive quality

3. Indifferent quality

4. Must have quality

5. Reverse quality
ONE DIMENSIONAL QUALITY
• Satisfaction when fulfilled.
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• Dissatisfaction when not fulfilled.

Eg: A milk package is said to have ten percent more milk for same price will result
in customer satisfaction,but if only contains six percent then it will leads to
dissatisfaction.
ATTRACTIVE QUALITY
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• Satisfaction when achieved fully.

• No dissatisfaction when not fulfilled.

• These attributes are not normally expected.

Eg: A thermometer on a package of milk showing the temperature of


milk.
INDIFFERENT QUALITY
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• These attributes refer to aspects that are neither good nor bad.

• They do not result in either customer satisfaction or dissatisfaction.

Eg: In a call center, highly polite speaking and very prompt responses
might not be necessary to satisfy customers and might not be
appreciated by them.
MUST HAVE QUALITY
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• These are basically the features that the product must have in
order to meet customer demands.
• These contains the requirements that the customer expects
from the product.

Eg: In a hotel providing a clean room is basic necessity.


REVERSE QUALITY
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• These attributes refer to a high degree of achievement resulting
in dissatisfaction and to the fact that not all customers are alike.

Eg: Some customers prefer high-tech products, while others


prefer the basic model of a product and will be dissatisfied if a
product has too many extra features.
KAO DIAGRAM
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Functional requirements and satisfaction research framework


IMPLEMENTATION 16

Implementation diagram
IMPLEMENTATION
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• DEFINING PRODUCTS

• Initially designer will create the product design.

• A focus team was created.

• The focus group was invited to categorize the 45 stimuli samples into 12
clusters based on design similarities.

• Finally one sample was selected from each cluster.


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Test samples selected


KANO MODEL QUESTIONNAIRE 19
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CUSTOMER SATISFACTION COEFFICIENTS
RESULT AND DISCUSSION
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Golden circle for vehicle-driving product and services


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INDIAN SCENARIO
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• In INDIA people mostly prefer low budjet cars and that makes difficult to
implement KANO model in it.

• Increase the number of satisfied customer.

• Driving become easy.

• Improve the basic safety function.

• Improve the aesthetic in automobile.


CONCLUSION
 KANO model is an instrument to perception of quality.
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 Through this we can understand our customers better than they
understand themselves.
 The KANO model was used to identify the attributes of each
characteristics.
 In order to successful we must understand the customer needs much
better than they articulate.
 What customer share is half of the winning formula, to gather the rest
of it make.
REFERENCE
1. Bedford, C., Lee, A., 2008. Would you like service with that? Des.
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Manage. Rev. 19 (1),39–43.
2. Chang, Y.M., Chen, C.W., 2016. Kansei assessment of the constituent
elements and the overall interrelations in car steering wheel design. Int. J.
Ind. Ergon. 56, 97–105.
3. Chen, C.C., Chuang, M.C., 2008. Integrating the Kano model into a robust
design approachto enhance customer satisfaction with product design. Int.
J. Prod. Econ. 114(2), 667–681.
4. Chen, C.C., Li, Y.J., 2008. The application of Kano model on exploring the
attractive attributes of cultural product design. J. Des. 13 (4), 25–41.
THANK YOU
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Q&A
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