Integration of Quality Function Deployment with IVIF-AHP and Kano Model for Customer Oriented Product Design

Abstract

Nowadays, meeting the needs and expectations of customers has become more important to ensure the sustainability of the products in the market. Product designers utilize various methods and approaches to achieve this goal. The most favorable methods for product design are Quality Function Deployment (QFD) and Kano Model. QFD protects products against design errors and reduces customer dissatisfaction by matching customer expectations with technical characteristics of products. Kano Model categorizes product attributes with respect to customer expectations by examining the customer satisfaction levels in the cases of fulfillment and non-fulfillment of attributes. Therefore, in this chapter, an integrated method including QFD, Kano Model and interval-valued intuitionistic fuzzy analytical hierarchy process (IVIF-AHP) is employed for customer oriented product design. Kano Model is embedded into house of quality to define marketing advantage by classifying customer requirements while IVIF-AHP is utilized to determine the importance degrees of customer requirements. The proposed method is applied for laptop design. It is shown that processor, graphic card and battery are selected to be the most important technical characteristics.