طراحی محصول با استفاده از مدل ترکیبی کانو و گسترش عملکرد کیفیت با استفاده از تاپسیس (مطالعه موردی تلفن همراه)

نوع مقاله: مقاله پژوهشی

نویسندگان

دانشگاه یزد

چکیده

تاکنون روشهای متعددی برای توسعة محصولات و خدمات، ابداع و آزمون شده است. امروزه با توجه به مزایا و معایب هر روش، رویکردهای تلفیقی بیشتر مورد توجه است. در این پژوهش نیز تلفیقی از دو روش گسترش عملکرد کیفیت و کانو مدنظر قرار گرفته است. خروجی روش تلفیقی، محصول جدیدی است که ضمن پوشش نیازهای اساسی و الزامات رقابتی، مشخصههای نوآورانه را نیز شامل میشود. در پژوهش حاضر، در گام اول نیازهای مشتریان از طریق مصاحبه با گروه کانون، شناسایی و با پیمایشی بر 282 نفر از کاربران به روش کانو گروهبندی گردید. سپس رابطة هر مشخصه و نیاز مرتبط با آن توسط خبرگان تعیین و در ماتریس نهایی گسترش عملکرد کیفیت لحاظ شد. همزمان، 18 مشخصه پس از رتبهبندی به کمک تاپسیس به ماتریس نهایی راه یافتند. بعد از تشکیل ماتریس گسترش عملکرد کیفیت با استفاده از تحلیلهای گوناگون، اهداف تعیین شدند و گوشی تلفن همراه واجد مشخصههای نوآور و رقابتی معرفی گردید. در نهایت، مشخصه‌‌هایی که رضایت مشتری و همچنین مزیت رقابتی را به دنبال دارند، در ماتریس گسترش عملکرد کیفیت باقیماندند و در طراحی نهایی محصول لحاظ گردیدند. مسیر طراحی با این روش میتواند خطر عرضة محصول جدید را کاهش و قدرت رقابت پذیری بنگاهها را افزایش دهد.

کلیدواژه‌ها


عنوان مقاله [English]

Designing Products by Integrating Kano and QFD Models Using TOPSIS: A Case Study of Cell-Phone

نویسندگان [English]

  • Seyed Mohammad Tabatabaeenasab
  • Mahsa Ebrahimpour
Yazd University
چکیده [English]

Various methods have been devised and tested to develop new products or services. But, nowadays considering advantages and disadvantages of each, hybrid methods seem more appealing. In this paper, QFD and Kano methods are combined. The resulting hybrid method is a new product covering both competitive and innovative characteristics. At the first step, the needs of customers are identified through interviews with the focus group and classified by Kano method through surveying 282 users. Then, the correlation between each characteristic and the related requirements are identified by experts and considered in the final QFD matrix. Simultaneously, 18 characteristics ranked by TOPSIS reach the final matrix. In the QFD matrix, goals are determined by various analyses, and the cell-phone meeting the competitive and creative requirements is introduced. Finally, those attributes leading to satisfaction and competitive advantages remain in the QFD matrix and considered in the final product design. The design procedure in this method can reduce the risk of new product introduction and accordingly increase the competitiveness of enterprises.

کلیدواژه‌ها [English]

  • Quality Function Deployment (QFD)
  • Kano model
  • New Product Development (NPD)
  • TOPSIS
  • cell-phone
  • customer's satisfaction

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