Analysis Of Quality Product By Using QFD Method And Satisfaction Criteria On Consumer Product.
ANALYSIS OF QUALITY PRODUCT BY USING QFD METHOD
AND SATISFACTION CRITERIA ON CONSUMER PRODUCT
NOOR MASNIRA BINTI MUHAMMED SALLEH
UNIVERSITI TEKNIKAL MALAYSIA MELAKA
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
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
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
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
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
TABLE OF CONTENT
Abstract
i
Abstrak
ii
Dedication
iii
Acknowledgement
iv
Table of Content
v
List of Tables
ix
List of Figures
x
List of Formulations
xii
List of Abbreviation
xiii
1. INTRODUCTION
1
1.1
Project Background
1
1.2
Problem Statement
2
1.3
Objectives
3
1.4
Scope of project
3
1.5
Report Outline
3
1.6
Summary
4
2. LITERATURES REVIEW
5
2.1
Introduction
5
2.2
Definition of Quality
6
2.2.1
Types of Quality
7
2.2.1.1 Quality of Design
7
2.2.1.2 Quality of Conformance
8
2.2.1.3 Quality of Performance
8
2.2.2
Quality Dimensions
8
2.3
Introduction of QFD
9
2.3.1
Definition of QFD
10
2.3.2
Historical Development of QFD
12
2.3.3
QFD Process
13
v
2.3.4
Benefits of QFD
17
2.3.5
QFD Tools
18
2.3.6
Implementing QFD
21
2.4
Introduction of Kano Model
23
2.4.1
Historical of Kano Model
23
2.4.2
Voice of Customer
23
2.4.3
Kano's Model of Customer Satisfaction
24
2.4.4
Customer Requirement can be classified by Questionnaire
27
2.4.4.1 Construction of the Kano Questionnaire
27
2.4.4.2 Administering the Customer Interviews
29
2.4.4.3 Evaluation and Interpretation
29
2.4.4.4 Evaluation rule M>O>A>I
30
2.4.4.5 Customer Satisfaction Coefficient (CS coefficient)
30
2.5
History of Helmet
31
2.5.1
Component of Helmet
32
2.5.2
Standard Helmet Strength
34
2.6
The Researched have been carried out Relating the QFD
2.7
and Kano Model
35
Summary
41
3. METHODOLOGY
42
3.1
Introduction
42
3.2
Project Overview
42
3.3
Methodology
44
3.3.1
Construct Survey
44
3.3.1.1 Interview
44
3.3.1.2 Observation
45
3.3.1.3 Questionnaire
45
3.3.2
46
Data Collection and Analyze Data
3.3.2.1 Technique used to analyze the HOQ
46
3.3.2.1.1Identified the customer needs or benefit
46
3.3.2.1.2Construction of QFD matrix
46
3.3.2.2 Constructing the Technical Information Portion Matrix
47
3.3.3
48
Analysis by using Kano Model
vi
3.3.3.1 Construct the Kano Questionnaire
48
3.3.3.2 Evaluation and Interpretation
49
3.3.4
Propose a New Design of Helmet According to the Voice
of Customer
49
3.4
Gantt Chart
49
3.5
Summary
50
4. RESULT AND DISCUSSION
51
4.1
Introduction
51
4.2
Sample Size of Population
51
4.3
Questionnaire Analysis
52
4.3.1
Analysis Section A: Respondent Background
53
4.3.2
Analysis Section B: Most Customer Requirement
60
4.3.3
Analysis Section C: Most Customer Satisfaction
63
4.4
House of Quality Diagram (HOQ)
67
4.4.1
Customer Requirement (WHATs)
67
4.4.2
Design Requirement (HOWs)
68
4.4.3
Relationship Matrix
69
4.4.4
Customer competitive Assessment (Rating)
71
4.4.5
Technical Competitive Assessment
72
4.4.6
Correlation Matrix
74
4.4.7
HOQ Diagram
75
4.5
Kano Model Analysis
77
4.5.1
Kano Evaluation Table
77
4.6
Propose Design of Helmet
81
4.7
Summary
84
5. CONCLUSION AND RECOMMENDATION
85
5.1
Conclusion
85
5.2
Recommendation
86
REFERENCES
89
vii
APPENDICES
A
Gantt chart
B
Sample of Questionnaire
C
Data Collection
D
Drawing of Helmet
viii
LIST OF TABLES
2.1
The Dimension of Quality
9
2.2
Benefits of QFD
17
2.3
The Summarization of the Researched
35
4.1
Statistic for Skewness Distribution
52
4.2
Sample size
52
4.3
Statistic Frequency of Gender
53
4.4
Top 5 Customer Want Based on Gender
54
4.5
Statistic Frequency of Age
54
4.6
Top 5 Customer Want Based on Age
55
4.7
Statistic Frequency of Occupational
56
4.8
Top 5 Customer Want Based on Occupational
57
4.9
Statistic Frequency of Motorcycle License
57
4.10
Top 5 Customer Want Based on Motorcycle License
58
4.11
Statistic Frequency of Using a Motorcycle
58
4.12
Top 5 Customer Want Based on Using a Motorcycle
59
4.13
Analysis of Customer Want
61
4.14
Analysis of Customer Satisfaction (Functional)
63
4.15
Analysis of Customer Satisfaction (Dysfunctional)
64
4.16
Table of Results
77
4.17
Table of Customer Satisfaction Coefficient (CS coefficient)
78
ix
LIST OF FIGURES
2.1
QFD’s effect on product development lead time
13
2.2
Four phase of QFD process
14
2.3
Customer requirement
15
2.4
QFD matrix structure
16
2.5
Seven New Planning Tools
19
2.6
Affinity Diagram
20
2.7
Deming Cycle (Plan Do Check Act)
21
2.8
Kano’s model of customer satisfaction
26
2.9
An example of functional and dysfunctional question in the
Kano questionnaire
28
2.10
An example Kano evaluation table
28
2.11
An example of evaluation process
29
2.12
An example of CS-coefficient
31
2.13
Component of Helmet
32
3.1
Flowchart for methodology
43
4.1
Frequency of Gender
53
4.2
Frequency of Age
55
4.3
Frequency of Occupational
56
4.4
Frequency of Motorcycle License
57
4.5
Frequency of Using a Motorcycle
59
4.6
Customer Requirements (WHATs)
67
4.7
Design Requirement (HOWs)
68
4.8
Symbol Relationship Key
69
4.9
Relationship (WHATs) and (HOWs)
70
4.10
Customer Rating
71
4.11
Technical Competitive Assessment
73
4.12
Correlation Matrix
74
4.13
Direction Improvement
74
x
4.14
HOQ Diagram
76
4.15
Influence of Product Features on Satisfaction or Dissatisfaction
79
4.16
Kano Model
80
4.17
Isometric View
82
4.18
Front View
82
4.19
Back View
83
4.20
Side View
83
xi
LIST OF FORMULATIONS
(1)
Extent of satisfaction
30
(2)
Extent of dissatisfaction
31
xii
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
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
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
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
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
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
AND SATISFACTION CRITERIA ON CONSUMER PRODUCT
NOOR MASNIRA BINTI MUHAMMED SALLEH
UNIVERSITI TEKNIKAL MALAYSIA MELAKA
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
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
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
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
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
TABLE OF CONTENT
Abstract
i
Abstrak
ii
Dedication
iii
Acknowledgement
iv
Table of Content
v
List of Tables
ix
List of Figures
x
List of Formulations
xii
List of Abbreviation
xiii
1. INTRODUCTION
1
1.1
Project Background
1
1.2
Problem Statement
2
1.3
Objectives
3
1.4
Scope of project
3
1.5
Report Outline
3
1.6
Summary
4
2. LITERATURES REVIEW
5
2.1
Introduction
5
2.2
Definition of Quality
6
2.2.1
Types of Quality
7
2.2.1.1 Quality of Design
7
2.2.1.2 Quality of Conformance
8
2.2.1.3 Quality of Performance
8
2.2.2
Quality Dimensions
8
2.3
Introduction of QFD
9
2.3.1
Definition of QFD
10
2.3.2
Historical Development of QFD
12
2.3.3
QFD Process
13
v
2.3.4
Benefits of QFD
17
2.3.5
QFD Tools
18
2.3.6
Implementing QFD
21
2.4
Introduction of Kano Model
23
2.4.1
Historical of Kano Model
23
2.4.2
Voice of Customer
23
2.4.3
Kano's Model of Customer Satisfaction
24
2.4.4
Customer Requirement can be classified by Questionnaire
27
2.4.4.1 Construction of the Kano Questionnaire
27
2.4.4.2 Administering the Customer Interviews
29
2.4.4.3 Evaluation and Interpretation
29
2.4.4.4 Evaluation rule M>O>A>I
30
2.4.4.5 Customer Satisfaction Coefficient (CS coefficient)
30
2.5
History of Helmet
31
2.5.1
Component of Helmet
32
2.5.2
Standard Helmet Strength
34
2.6
The Researched have been carried out Relating the QFD
2.7
and Kano Model
35
Summary
41
3. METHODOLOGY
42
3.1
Introduction
42
3.2
Project Overview
42
3.3
Methodology
44
3.3.1
Construct Survey
44
3.3.1.1 Interview
44
3.3.1.2 Observation
45
3.3.1.3 Questionnaire
45
3.3.2
46
Data Collection and Analyze Data
3.3.2.1 Technique used to analyze the HOQ
46
3.3.2.1.1Identified the customer needs or benefit
46
3.3.2.1.2Construction of QFD matrix
46
3.3.2.2 Constructing the Technical Information Portion Matrix
47
3.3.3
48
Analysis by using Kano Model
vi
3.3.3.1 Construct the Kano Questionnaire
48
3.3.3.2 Evaluation and Interpretation
49
3.3.4
Propose a New Design of Helmet According to the Voice
of Customer
49
3.4
Gantt Chart
49
3.5
Summary
50
4. RESULT AND DISCUSSION
51
4.1
Introduction
51
4.2
Sample Size of Population
51
4.3
Questionnaire Analysis
52
4.3.1
Analysis Section A: Respondent Background
53
4.3.2
Analysis Section B: Most Customer Requirement
60
4.3.3
Analysis Section C: Most Customer Satisfaction
63
4.4
House of Quality Diagram (HOQ)
67
4.4.1
Customer Requirement (WHATs)
67
4.4.2
Design Requirement (HOWs)
68
4.4.3
Relationship Matrix
69
4.4.4
Customer competitive Assessment (Rating)
71
4.4.5
Technical Competitive Assessment
72
4.4.6
Correlation Matrix
74
4.4.7
HOQ Diagram
75
4.5
Kano Model Analysis
77
4.5.1
Kano Evaluation Table
77
4.6
Propose Design of Helmet
81
4.7
Summary
84
5. CONCLUSION AND RECOMMENDATION
85
5.1
Conclusion
85
5.2
Recommendation
86
REFERENCES
89
vii
APPENDICES
A
Gantt chart
B
Sample of Questionnaire
C
Data Collection
D
Drawing of Helmet
viii
LIST OF TABLES
2.1
The Dimension of Quality
9
2.2
Benefits of QFD
17
2.3
The Summarization of the Researched
35
4.1
Statistic for Skewness Distribution
52
4.2
Sample size
52
4.3
Statistic Frequency of Gender
53
4.4
Top 5 Customer Want Based on Gender
54
4.5
Statistic Frequency of Age
54
4.6
Top 5 Customer Want Based on Age
55
4.7
Statistic Frequency of Occupational
56
4.8
Top 5 Customer Want Based on Occupational
57
4.9
Statistic Frequency of Motorcycle License
57
4.10
Top 5 Customer Want Based on Motorcycle License
58
4.11
Statistic Frequency of Using a Motorcycle
58
4.12
Top 5 Customer Want Based on Using a Motorcycle
59
4.13
Analysis of Customer Want
61
4.14
Analysis of Customer Satisfaction (Functional)
63
4.15
Analysis of Customer Satisfaction (Dysfunctional)
64
4.16
Table of Results
77
4.17
Table of Customer Satisfaction Coefficient (CS coefficient)
78
ix
LIST OF FIGURES
2.1
QFD’s effect on product development lead time
13
2.2
Four phase of QFD process
14
2.3
Customer requirement
15
2.4
QFD matrix structure
16
2.5
Seven New Planning Tools
19
2.6
Affinity Diagram
20
2.7
Deming Cycle (Plan Do Check Act)
21
2.8
Kano’s model of customer satisfaction
26
2.9
An example of functional and dysfunctional question in the
Kano questionnaire
28
2.10
An example Kano evaluation table
28
2.11
An example of evaluation process
29
2.12
An example of CS-coefficient
31
2.13
Component of Helmet
32
3.1
Flowchart for methodology
43
4.1
Frequency of Gender
53
4.2
Frequency of Age
55
4.3
Frequency of Occupational
56
4.4
Frequency of Motorcycle License
57
4.5
Frequency of Using a Motorcycle
59
4.6
Customer Requirements (WHATs)
67
4.7
Design Requirement (HOWs)
68
4.8
Symbol Relationship Key
69
4.9
Relationship (WHATs) and (HOWs)
70
4.10
Customer Rating
71
4.11
Technical Competitive Assessment
73
4.12
Correlation Matrix
74
4.13
Direction Improvement
74
x
4.14
HOQ Diagram
76
4.15
Influence of Product Features on Satisfaction or Dissatisfaction
79
4.16
Kano Model
80
4.17
Isometric View
82
4.18
Front View
82
4.19
Back View
83
4.20
Side View
83
xi
LIST OF FORMULATIONS
(1)
Extent of satisfaction
30
(2)
Extent of dissatisfaction
31
xii
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
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
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
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
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
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