Benchmark product features using the Kano-QFD approach : a case study

Purpose: The purpose of this paper is to apply the proposed methodology to develop the product as per customer’s requirements (CRs) and increase customer satisfaction (CS). Design/methodology/approach: The companies are using different methods to identify CRs and translate these requirements into new products. The Kano model is used to identify CRs. The result of the Kano model is used in quality function deployment (QFD) to decide the priority for improvements of CRs and the technical requirements. Findings: The integration of the Kano model and QFD is applied on the mobile phone. The Kano model helps to find out the CRs which affect the CS, such as attractive (A) attribute, one (O)-dimensional attribute and must be (M) attribute. The QFD method helps to translate the CRs into technical requirements so that the designer can decide priority of requirements for improvement or new product development. Research limitations/implications: The proposed methodology can be applied to different consumers as well as industrial products. Originality/value: The Kano model has been used in manufacturing as well as service sector. This work explores its usefulness and applicability for consumer and industrial products.