Amend Importance-Performance Analysis Method with Kano＊s Model and DEMATEL

作者：Hsiu Yuan Hu; Yu Cheng Lee; Tieh Min Yen

来源：Journal of Applied Sciences, 2009.

• order-winner criteria
• decision making trial and evaluation laboratory
• Kano`s model
• Importance-performance analysis
• customer satisfaction
• decision making analysis

The purpose of this study was to set up new decision making analysis methodology, KD-IPA, to assist enterprises in establishing market strategy to win orders. Traditional Importance-Performance Analysis (IPA) implies important assumptions: (1) performance and customer satisfaction is a linear relationship and (2) the variables are independent and have no causal relationship. If the quality characteristics do not meet the abovementioned assumptions, the traditional IPA will not be able to analyze the priority orders of importance and improvement accurately and results in wrong decision-making. Therefore, the study integrated Kano＊s Model and Decision Making Trial and Evaluation Laboratory (DEMATEL), to establish a new methodology KD-IPA. The KD-IPA considers the nonlinear impact of quality characteristics and the casual relationship between the quality characteristics, which not only increase the effectiveness and accuracy of IPA, but also maintain the ability to easily understand the decision making model of the traditional IPA. The study adopted Taiwan＊s air-conditioner technology industry as the study case to explain the application and effectiveness of KD-IPA methodology. In the case, the organization has decided to strengthen the order-winner criteria delivery speed and design for adopting differentiation strategy to segment the market. In addition, quality conformance has the greatest increased satisfaction effectiveness; therefore, it should be improved and used to increase the market competitiveness.