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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

i

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.

ii

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.

iii

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.

iv

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

v

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

vi

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

and Kano Model 35

2.7 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 Data Collection and Analyze Data 46

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 Analysis by using Kano Model 48

vii

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

viii

APPENDICES

A Gantt chart

B Sample of Questionnaire

C Data Collection

D Drawing of Helmet

ix

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

x

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

xi

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

xii

LIST OF FORMULATIONS

(1) Extent of satisfaction 30

(2) Extent of dissatisfaction 31

xiii

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

1

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.

2

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).

3

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

4

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.

5

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