ANALYSIS OF QUALITY PRODUCT BY USING QFD METHOD AND SATISFACTION CRITERIA ON CONSUMER PRODUCT
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1 ANALYSIS OF QUALITY PRODUCT BY USING QFD METHOD AND SATISFACTION CRITERIA ON CONSUMER PRODUCT NOOR MASNIRA BINTI MUHAMMED SALLEH UNIVERSITI TEKNIKAL MALAYSIA MELAKA
2 UNIVERSITI TEKNIKAL MALAYSIA MELAKA ANALYSIS OF QUALITY PRODUCT BY USING QFD METHOD AND SATISFACTION CRITERIA ON CONSUMER PRODUCT This report submitted in accordance with requirement of the Universiti Teknikal Malaysia Melaka (UTeM) for the Bachelor Degree of Manufacturing Engineering (Manufacturing Management) with Honours. by NOOR MASNIRA BINTI MUHAMMED SALLEH FACULTY OF MANUFACTURING ENGINEERING 2009
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7 ABSTRACT The objectives of the thesis are to identify the current quality product and to improve the major characteristic product based on customer satisfaction through Kano Diagram. Analysis of Quality Product by using QFD Method and Satisfaction Criteria on Consumer Product is the title of this project. This project is conducted at Universiti Teknikal Malaysia Melaka (UTeM). The Quality Function Deployment (QFD) method is the most effective methodology available for capturing and responding to the Voice of the Customer (VOC). Through both methodology, which is QFD and Kano Model the product such as helmet were analyzed to produce the product characteristic and quality dimensions. Observation and interview was done to collect the data for the research. Meanwhile, questionnaire was used to obtain the VOC of the product. Based on these data, House of Quality (HOQ) was constructed and Kano model was plotted. Results were then being manipulated using the CATIA software and the suggestions for further study were being discussed. i
8 ABSTRAK Objektif tesis ini adalah untuk mengenalpasti kualiti produk semasa dan untuk meningkatkan ciri-ciri utama produk berdasarkan kepuasan hati pelanggan melalui gambarajah Kano. Analysis of Quality Product by using QFD Method and Satisfaction Criteria s on Consumer Product yang merupakan tajuk projek ini. Project ini dijalankan di Universiti Teknikal Malaysia Melaka (UTeM). Kaedah Quality Function Deployment merupakan pengkaedahan yang paling efektif bersesuaian untuk merakam dan meminta maklum balas dari suara hati pelanggan. Melalui kedua-dua kaedah ini, iaitu QFD and Kano Model menjadikan produk iaitu topi keledar dianalisis untuk menghasilkan ciri-ciri produk dan kualiti dimensi. Pemerhatian dan temu bual dilakukan untuk mendapatkan data kajian ini. Manakala, soalan kaji selidik digunakan untuk mendapatkan suara hati pelanggan pada produk tersebut. Berdasarkan data yang dikumpulkan, House of Quality (HOQ) akan dibina dan Kano model di plotkan. Seterusnya, hasil kajian dibuat dengan kaedah yang bersesuaian dengan perisian (software) CATIA dan cadangan untuk kajian pada masa hadapan dibincangkan. ii
9 DEDICATION This thesis is dedicated to my parents, Mas Awang and Muhammed Salleh Mamat, my brothers, sisters, Mohd Muhyiddin Mustafa and other family members who provide a loving, caring, encouraging, and supportive atmosphere. These are characteristic that contribute to the environment that is always needed to achieve the goals a heads. iii
10 ACKNOWLEDGEMENTS Alhamdulillah and Thank to Allah S.W.T. with all gracious and merciful for giving me strength and ability to accomplish this project research successfully. I would like to express my gratitude to all those who gave me the possibility to complete this thesis. I am deeply indebted to my supervisor Mr. Hasolan Haery Ian Pieter whose help, stimulating suggestions, encouragement and guidance helped me in all the time of research for and writing of this thesis. I also would like to thanks to Prof. Madya. Dr. Adi Saptari, Head of Management Department, Faculty of Manufacturing Engineering as well as to all lectures of Faculty of Manufacturing Engineering for all their assistances. Finally, I would like to thanks to all my colleagues. I want to thank them for all their help, support, interest and valuable hints in completing this thesis. Especially, I would like to give my special thanks to my family whose patient love enabled me to complete this work. Wassalam, Noor Masnira Binti Muhammed Salleh iv
11 TABLE OF CONTENT Abstract Abstrak Dedication Acknowledgement Table of Content List of Tables List of Figures List of Formulations List of Abbreviation i ii iii iv v ix x xii xiii 1. INTRODUCTION Project Background Problem Statement Objectives Scope of project Report Outline Summary 4 2. LITERATURES REVIEW Introduction Definition of Quality Types of Quality Quality of Design Quality of Conformance Quality of Performance Quality Dimensions Introduction of QFD Definition of QFD Historical Development of QFD QFD Process 13 v
12 2.3.4 Benefits of QFD QFD Tools Implementing QFD Introduction of Kano Model Historical of Kano Model Voice of Customer Kano's Model of Customer Satisfaction Customer Requirement can be classified by Questionnaire Construction of the Kano Questionnaire Administering the Customer Interviews Evaluation and Interpretation Evaluation rule M>O>A>I Customer Satisfaction Coefficient (CS coefficient) History of Helmet Component of Helmet Standard Helmet Strength The Researched have been carried out Relating the QFD and Kano Model Summary METHODOLOGY Introduction Project Overview Methodology Construct Survey Interview Observation Questionnaire Data Collection and Analyze Data Technique used to analyze the HOQ Identified the customer needs or benefit Construction of QFD matrix Constructing the Technical Information Portion Matrix Analysis by using Kano Model 48 vi
13 Construct the Kano Questionnaire Evaluation and Interpretation Propose a New Design of Helmet According to the Voice of Customer Gantt Chart Summary RESULT AND DISCUSSION Introduction Sample Size of Population Questionnaire Analysis Analysis Section A: Respondent Background Analysis Section B: Most Customer Requirement Analysis Section C: Most Customer Satisfaction House of Quality Diagram (HOQ) Customer Requirement (WHATs) Design Requirement (HOWs) Relationship Matrix Customer competitive Assessment (Rating) Technical Competitive Assessment Correlation Matrix HOQ Diagram Kano Model Analysis Kano Evaluation Table Propose Design of Helmet Summary CONCLUSION AND RECOMMENDATION Conclusion Recommendation 86 REFERENCES 89 vii
14 APPENDICES A Gantt chart B Sample of Questionnaire C Data Collection D Drawing of Helmet viii
15 LIST OF TABLES 2.1 The Dimension of Quality Benefits of QFD The Summarization of the Researched Statistic for Skewness Distribution Sample size Statistic Frequency of Gender Top 5 Customer Want Based on Gender Statistic Frequency of Age Top 5 Customer Want Based on Age Statistic Frequency of Occupational Top 5 Customer Want Based on Occupational Statistic Frequency of Motorcycle License Top 5 Customer Want Based on Motorcycle License Statistic Frequency of Using a Motorcycle Top 5 Customer Want Based on Using a Motorcycle Analysis of Customer Want Analysis of Customer Satisfaction (Functional) Analysis of Customer Satisfaction (Dysfunctional) Table of Results Table of Customer Satisfaction Coefficient (CS coefficient) 78 ix
16 LIST OF FIGURES 2.1 QFD s effect on product development lead time Four phase of QFD process Customer requirement QFD matrix structure Seven New Planning Tools Affinity Diagram Deming Cycle (Plan Do Check Act) Kano s model of customer satisfaction An example of functional and dysfunctional question in the Kano questionnaire An example Kano evaluation table An example of evaluation process An example of CS-coefficient Component of Helmet Flowchart for methodology Frequency of Gender Frequency of Age Frequency of Occupational Frequency of Motorcycle License Frequency of Using a Motorcycle Customer Requirements (WHATs) Design Requirement (HOWs) Symbol Relationship Key Relationship (WHATs) and (HOWs) Customer Rating Technical Competitive Assessment Correlation Matrix Direction Improvement 74 x
17 4.14 HOQ Diagram Influence of Product Features on Satisfaction or Dissatisfaction Kano Model Isometric View Front View Back View Side View 83 xi
18 LIST OF FORMULATIONS (1) Extent of satisfaction 30 (2) Extent of dissatisfaction 31 xii
19 LIST OF ABBREVIATIONS % - Percentage A - Attractive AHP - Analytical Hierarchy Process CTQs - Critical-To-Quality requirements DFMEA - Design Failure Modes and Analysis DOT - Department of Transportation EPS - Expended Polystyrene FMEA - Failure Modes and Analysis FRP - Fibre-Reinforced Polymer HOQ - House of Quality I - Indifferent ISQFD - International Symposium on Quality Function Deployment JPJ - Jabatan Pengangkutan Jalan JKJKR - Jabatan Keselamatan Jalan Raya M - Must Be Requirement O - One Dimensional Requirement PDPC - Process Decision program Chart PS - Polystyrene Q - Questionable QFD - Quality Function Deployment QI - Quality Improvement Index QPT - Quality Planning Table R - Reverse SIRIM - Standard and Industrial Research Institute of Malaysia SQC - Statistical Quality Control TQC - Total Quality Control UTeM - Universiti Teknikal Malaysia Melaka VOC - Voice of Customer xiii
20 CHAPTER 1 INTRODUCTION 1.1 Project Background Quality has become one of the most important competitive strategic tools which many organizations have realized it as a key to developed products and service in supporting continuing success. Customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product or service to product or service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. In order to analyze the customer requirement, the Quality Function Deployment (QFD) method will be used which is the most effective methodology available for capturing and responding to the Voice of the Customer (VOC). QFD is unique because of the process is driven by what the customer wants, not by innovations in technology. Consequently, more effort is involves getting the information necessary for determining what the customer truly wants. 1
21 Meanwhile, Kano Model is a theory of product development and customer satisfaction. It provides insights into the dynamics of customer preferences and the thoroughness of their needs in order to ensure successful products and services. The Kano Model of customer satisfaction divides product attributes into three categories: threshold, performance, and excitement. A competitive product meets basic attributes, maximizes performances attributes, and includes as many excitement attributes as possible at a cost the market can bear. 1.2 Problem Statement Motorcycling is recognized to be a relatively risky activity. In ridding the motorcycle, rider suppose to use a protective equipment such as safety helmets to prevent motorcycle accidents and reduce injuries. Protective equipment (helmet) is the only significant protective equipment and it is capable of a reduction of head injury severity and frequency. As a consumer, to choose a good helmet is a difficult because there a lot of choice in market. Furthermore, a lot of competitor that produce the helmet has become the difficulty for consumer to choose the best helmet as well as satisfy the consumer. In addition, as the consumer there are several things which not fulfill the criteria such as design, size, price, brand, material used, and the concept of the product. In order to study the problem requirements, there are several techniques to improve the criteria product by using Quality Function Deployment (QFD) methods and implement Kano Method to analysis the voice of customer (VOC). 2
22 1.3 Objectives The objectives of this thesis are: (a) To identify and analyze the customer requirement related to product characteristic through House of Quality diagram (HOQ). (b) To identify and analyze what the customer satisfaction related to product characteristic through Kano Diagram. (c) To propose the product design by analyzing the voice of customer. 1.4 Scope of Project The scope of the project is focused on the voice of customer (VOC) and customer satisfaction towards the product characteristic and quality dimensions. Quality Function Deployment (QFD) and Kano Methods will be used to analyze the voice of customer (VOC) which conducted from observation, interview and questionnaire. This survey will be conducted during the PSM I and PSM II project and carry out to students and staff at Universiti Teknikal Malaysia Melaka (UTeM). This project only focused on the propose design of helmet product. 1.5 Report Outline Chapter 1 introduces the project which is including objectives, scope, and background. In this chapter, it describes the background of quality and customer satisfaction of the product. Chapter 2 describes the literature review on concepts of Quality, analyzing the voice of customer by using Quality Function Deployment (QFD) and analyzing the survey by 3
23 using Kano method. The theoretical of the quality function deployment are also including in this chapter. Chapter 3 represents the flow chart that carried out for the whole process of the methodology and project scheme (Gant Chart). Chapter 4 analyzes the data by using quality function deployment (QFD) methodology. In this chapter, the data collected from the survey such as questionnaire and observation which conducted at Universiti Teknikal Malaysia Melaka (UTeM). The analysis will be defined the problem related, then continued with conducting questionnaire and followed by analyzing the questionnaire. House of Quality (HOC) was used to analyze the customer demands. Further, Kano Model will be used to analyze the customer satisfaction by evaluating the customer requirement. Chapter 5 describes the improvement or redesigns the product by using CATIA software. The improvement is based on the customer requirement. Chapter 6 describes the discussion of the project. This chapter will explain the problem occurred while this project conducted. Chapter 7 describes the conclusions of the whole project and suggestions for future work. 1.6 Summary This chapter is introducing the project background and the objective of the project. In addition, the problem statement and scope of study also being clarify in order to limit the range of this project conduct. The following chapters consist of the literature review and knowledge that required in conducting the whole study. 4
24 CHAPTER 2 LITERATURE REVIEW 2.1 Introduction This literature review explores the dominant themes includes study and research of published materials like journals, thesis, case study, technical document, and online library. Generally, the purpose of a review is to analyze critical segment of a published body of knowledge through summary, classification and comparison of prior research studies, reviews of literature, and theoretical articles. This chapter will describe topics that related to quality such as Quality Function Deployment (QFD) methodology, Kano Model, and other relevant quality topics. Emphasize is more on quality function deployment methodology and Kano Model since the study conducted in a quality function deployment manner. Quality Function Deployment (QFD) will describe more on the definition of that phase, the historical development of QFD, the QFD process, the benefit on implementing the QFD, the QFD tools, the implementing QFD, and the relevant topics that related with QFD. Moreover, the Kano Model will describe about the customer satisfaction and will determine which requirements of a product or service bring more than proportional satisfaction to customers. Also, it determines which requirements don't bring satisfaction when present, but bring dissatisfaction when they are not met. By using the Kano Model 5
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