Kano二維模式在開發汽車配備品質功能之研究

Applying Kano Model to Develop Quality Function of Automobile Facilities

湯玲郎(Ling-Lang Tang) ； 莊泰旭(Tai-Shie Chuang)

《管理學報》 21卷3期 (2004/06) Pp. 311-330

https://doi.org/10.6504/JOM.2004.21.03.02

摘要

汽車廠商常運用行銷手法不斷推出新廣告，或增加新配備等刺激購買慾望，但是由於顧客的消費能力有限，考量研發資源與開發效益，廠商就需要能有效瞭解顧客需求，以迅速開發出符合他們需要的配備或功能。本研究藉由文獻探討，歸納出汽車的配備功能與品質屬性，利用Kano二維品質模式，針對個案廠商在台灣與印度兩地研發單位與客戶進行抽樣調查，從兩地員工或當地客戶對汽車特性的認知，以瞭解品質特性、顧客滿意度與再購買意願之關係。從本文的調查研究與統計結果，發現兩地的員工認知與客戶認知有所差異，而將汽車配備的屬性分成Kano模式的魅力、必須與線性品質特性，可作為汽車廠商未來開發產品或配備之參考。

關鍵字

Kano品質模式 ； 滿意度 ； 再購買意願

並列摘要

Automobile manufacturers usually promote the sales by putting new advertisements with marketing incentives, or adding new features as a package. From customers' standpoint, all they care about may be only on the exterior style, whether the car is sturdy, safe, and durable, and whether the car maintains its performance after three or five years, without having to spend money for body reworked and paint repaired. They have no way to understand the complicated engineering design and specifications of the vehicle, but can only rely on the R&D by professionals. The developers, who are limited by available R&D funds, have to deal with not only different sales volumes in various markets, but also differences in environments and customs of all countries. Considering limited expending capability of customer, and R&D resources and development benefits of manufacturers, it is critical to explore what customers really need and develop the facilities or features meeting their needs.
The auto industries in Taiwan and India are either partners or technical associates of major auto manufacturers in Europe, U.S., or Japan, lack of independent capability to develop some key components like engine, transmission, and chassis by themselves. Thus, this paper only concentrates on features capable of being developed by two countries as the study objects, like appearance, comforts, safety, and interior components. Exploring from available documents and literatures, this study defines the functional and quality attributes of automobile. Referring to the classification of Kano quality attributes, this paper classifies the quality attributes of automobile into ”attractive quality”, ”one-dimensional quality”, ”must-be quality”, ”indifferent quality”, and ”reverse quality” by their relative majority. Statistical variance analysis is applied in Kano two-dimension (2D) quality analysis to examine whether significant difference existed among different groups or backgrounds. Kano 2D Quality Model provides the valuable analysis method of basic needs, linear needs, and attractive needs to understand customers' requirements for designing automobile features. The result grouping the product attributes as Kano charisma and linear quality attributes can be served as a reference for auto manufacturers developing new products or features in the future.
Conducting sampling surveys in Taiwan and India by Kano 2D quality model, we recognize the qualities perceived by employees or customers of two countries. The relationship among quality attributes, customer satisfaction and re-purchase willingness is explored. For external customers in Taiwan, only 74% are not the first-time buyers, with experience covered from 0 to 15 years. Most of them purchased the car based on safety and price considerations. All gave medium score to overall satisfaction. There are no obvious reasons for re-purchase willingness; but there are rather detailed information toward qualities of products and services. This may serve as reference for the company under study.
From the questionnaire to external customers in India, we know that 86% of them are not the first-time buyers, but have experience for at least six months, to longest of 35 years. They purchased the cars based on the brand, appearance, attribute, and performance. Although they gave only medium appraisals of overall satisfaction to cars under study, these are only evaluations by relative comparisons.
With questionnaires designed by using Kano 2D quality model, we derive the following conclusions:
(1)Newly developed attribute of the equipment: Most appearance designs, such as fender style / function, bodyside protector, and rocker panel style, do not meet customers' requirements in Taiwan market. The safety attributes, such as parking camera, are thought irrelevant to both customers and employees. The maintenance attributes, such as ”appointment for repair”, is also irrelevant.
(2)Perception on new equipment by different population: The customer's tastes of appearance between Taiwan and India are totally different. Indian customer's tastes, surprisingly belonging to linear attribute, are more fastidious than Taiwan. Customers in Taiwan seem not caring too much on exterior attribute with no practical function. The perception on the other functional factors, like comforts, safety, and interior attributes, seem to be similar for customer with different backgrounds.
(3)Overall customer satisfaction and willingness to re-purchase: Learning from the correlation analysis by this study, the overall satisfaction, both customers in Taiwan and India, and the willingness to re-purchase show only medium degree of satisfaction. Internal employees with higher seniority are more loyal to the company in Taiwan. Also with incentives of favorable price, the internal employees have higher willingness to re-purchase than that of external customers. For internal employees in India, their average income is less than that of outside customers. This results in the higher willingness to re-purchase for external customers than for internal employees.

並列關鍵字

Kano Quality Model ； Customer Satisfaction ； Re-purchase Willingness

參考文獻

Agarwal, Mike K.(1980).Estimating demand functions for products characteristics: The case of automobiles.Journal of Consumer Research.3,249-261.

Brown, J. J.,C. D. Light,G. M. Gazda(1987).Attitude toward European, Japanese and U.S. car.European Journal of Marketing.21,90-100.

Chandra, P.,T. Sastry(1998).Competitiveness of India manufacturing.Vikalpa.2,25-36.

Choudhary, R.,A. Goyal(1997).JIMS8M.

Cooper, D. R.,C. W. Emory(1995).Business Research Methods.179