FOR IDENTIFYING END USERS’ …pmsymposium.umd.edu/pm2017/wp-content/uploads/sites/3/... · 2017-05-05 · Sathya Kondapalli and Deepak K Sharma UMD Project Management Symposium

Sathya Kondapalli and Deepak K SharmaUMD Project Management SymposiumMay 4-5, 2017Slide 1

htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Sathya Sheel Kondapalli

Deepak Sharma

2017 Project Management Symposium

APPLICATION OF KANO ANALYSIS FOR IDENTIFYING END USERS’ EXPECTATIONS FROM PUBLIC PRIVATE PARTNERSHIPS


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Introduction to PPPs

• Research Motivation

• What is Kano Analysis

• Application of Kano Analysis to PPPs

• Results and Conclusion

Outline of the Presentation


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• A Public Private Partnership (PPP) is project delivery method that allows increase participation of private sector in public projects.

What is a PPP?


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• DB: Design-Build

• DBM: Design-Build-Maintain

• DBO: Design-Build-Operate

• DBOM: Design-Build-Operate-Maintain

• DBFOM: Design-Build-Finance-Operate-Maintain

• BOT: Build-Operate-Transfer

• BOO: Build-Own-Operate

Types of PPPs


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Types of PPPs

Image Source https://www.fhwa.dot.gov/policy/2006cpr/images/43h03.jpg


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• As per World Bank, $69.9 B was invested on transportation PPP projects throughout the world (Kasper and Saha, 2015).

– This is a 53% increase from the past 5-year average and 86% above the past 10 year average.

• PPPs have enabled the public agencies to complete several projects that would not have completed without higher levels of private sector involvement

Importance of PPP


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• In the U.S., 33 states have passed PPP enabling legislation and few more are planning for it or are already in the process (Papajohn et al., 2011; Cui & Lindly, 2010)

• We need PPPs

– Current US infrastructure assessment resulted in a D+ grade and the roads and highways got a further lower grade of D (ASCE 2017).

Importance of PPP

We need PPPs and can’t afford to see them fail!


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• In the past some PPP projects failed to attract sufficient end-users – Only partial achievement of goals.

• One of the probable reasons for PPP failures is the difference between public sector and end-users’ expectations from PPP projects.

Motivation for Research


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Understanding end-users’ requirement is necessary for a successful PPP project

• Review by Neto et al. (2016) and Tang et al. (2010) indicate relatively less attention is given to understand stakeholders’ concerns.

Motivation for Research


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Government agencies have attempted to understand public perception about PPPs (NCHRP Report)

– primary mode of analysis being basic descriptive statistical analysis

Current Practices


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Her three is not my three

Current Practices

Image Source: https://www.pinterest.com/jasmineayoub03/smart/


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Her three is not my three

Current Practices

Three

DBFOMDBF

Time Saving, Less Pollution, etc., etc., etc.

Freeways free of congestion!

ThreeThree


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Kano Analysis


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• The Kano model is a theory of product development and customer satisfaction developed in the 1980s by Professor Noriaki Kano.

What is Kano Analysis?


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/ Ambience

Taste of food

Any complimentary dishes ?

Noise levels

Speed of service

Friendliness of staff

Cleanliness

Image Source: https://www.restaurantsupply.com/blog/category/restaurant-operations/


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Questionnaire


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/ Ambience

Taste of food

Any complimentary dishes ?

Noise levels

Speed of service

Friendliness of staff

Cleanliness


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

End-users’ Perception


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• The user would be happy if it is available but wouldn't be disappointed if it is unavailable.

• Example

Maria: High speed Wi-Fi in a restaurant

Linda: Ambience

Attractive (A)


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• A direct relation exists between user satisfaction and the availability of factor.

• Example

Maria: Taste of the food in a restaurant

Linda: Range of cuisines offered

Jennifer: Ambience

One dimensional (O)


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• These are the basic requirements and cannot be neglected.

• Example

Male 1: Hygiene restrooms in a restaurant

Male 2: Vegan options on the menu

Must be (M)


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• The availability or absence wouldn't make a difference on customer satisfaction.

• Example

Sathya: Noise levels

Sharma: Cleanliness

In-different (I)


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Elements that reduce customer satisfaction

• Example

He: poor service

She: taste of food

Reverse (R)


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Conflicting views by the respondent are categorized questionable and are excluded from the analysis

Questionable (Q)


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• The Questionnaire required to perform kano analysis is different when compared to the currently used methods.

• Each concern must be questioned in two ways - Functional and dysfunctional.

Kano Questionnaire


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/ Functional

Question

A Question asking what the user feels if the

said factor is available

Dysfunctional Question

A Question asking what the user feels if the

said factor is NOTavailable


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

(Q) How do you feel if we offer high speed Wi-Fi to all our customers free of charge?

� I like it that way� It must be that way� I am neutral� I can live with it that way� I don’t like it that way

Functional question


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

(Q) How do you feel if we do not offer high speed Wi-Fi in our restaurant?


Dysfunctional question


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Table used for classification

Dysfunctional

Functional I like it It must be Neutral I can live with it I dislike it

I like it Q A A A O

It must be R I I I M

Neutral R I I I M

I can live with it R I I I M

I dislike it R R R I Q

Source: Kano, N et al. (1984), Berger C (1993)


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Applying Kano Analysis to PPPs


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Functional question:

(Q) How would you feel if only government agenciescollects toll?


Structure of the Questions


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Functional question:

(Q) How would you feel if only government agenciescollects toll?

� I like it that way� It must be that way

� I am neutral� I can live with it that way� I don’t like it that way



htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Dysfunctional question:

(Q) How would you feel if a private agency collects toll?




htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Dysfunctional question:

(Q) How would you feel if a private agency collects toll?

� I like it that way� It must be that way� I am neutral� I can live with it that way

� I don’t like it that way



htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Example

I : Indifferent

Dysfunctional

Functional I like it It must be Neutral I can live with it I dislike it

I like it Q A A A O

It must be R I I I M

Neutral R I I I M

I can live with it R I I I M

I dislike it R R R I Q


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Concern Question Type

Toll Payment

Acceptance

How would you feel if you don’t require paying tolls even if it results in increased traffic?

F

How would you feel about paying money for faster travel? D

Social Equality

How would you feel if the tolls are reasonably priced so that most of the people can afford it?

F

How do you feel when toll roads are offering faster travel to only those who can afford it?

D

Private Sector

Collecting Tolls

How would you feel if government agencies are required to collects tolls? F

How would you feel if a private agency collects tolls? D

Who Operates

and Maintains

How would you feel if Government agencies must maintain & operate roads? F

How would you feel if a private company maintains & operates the roads? D

Higher level of private sector

Participatio

How would you feel if government agencies allow higher involvement of private companies to enable faster completion of projects?

F

How would you feel if Government agencies must retain majority of responsibilities (financing, operating, maintaining, designing) of a project?

D

Other Questions


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• We used Monte Carlo simulation to simulate responses from 10,000 respondents for our questionnaire having 10 questions.

Sampling


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Distribution of Simulated Respondents

Question # A B C D E Remarks

1 40% 20% 20% 15% 5%About Toll Culture

2 10% 5% 5% 10% 70%

3 80% 5% 5% 5% 5%About Equality

4 10% 10% 5% 5% 70%

5 35% 29% 12% 20% 4%Public agency Collecting Tolls

6 12% 5% 6% 4% 73%7 10% 30% 30% 25% 5%

Who does O&M8 10% 25% 30% 25% 10%

9 50% 10% 10% 10% 20%Higher Private Sector Involvement

10 10% 50% 15% 5% 20%


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

User responsesQuestion # A B C D E

1 3979 2000 1999 1510 512

2 964 466 503 1058 7009

3 8040 475 460 533 492

4 957 1036 480 535 6992

5 3483 2929 1187 1995 406

6 1131 521 611 407 7330

7 1020 2922 3058 2499 501

8 935 2533 3012 2539 981

9 5071 1021 1447 1974 487

10 991 3019 2983 2525 482


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Classification of responses

Attractive

(A)

One

Dimensional

(O)

Must

Be (M)

Indifference

(I)

Reverse

(R)

Questionable

(Q) Total

Toll culture 801 2,798 3,842 1,181 629 749 10,000Conflict of

equality due to

tolls 1,654 5,603 1,043 315 256 1,129 10,000

Public agency

collecting tolls522 2,581 4,458 961 807 671 10,000

O&M 794 116 816 7,006 1,109 159 10,000

Private

Involvement4,311 253 204 3,916 784 532 10,000


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Enhanced customer satisfaction

= (A + O) / (A+O+M+I)

• This is the increase in customer satisfaction if the situation in functional question becomes reality.

Customer Satisfaction and Dissatisfaction


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Reduced customer satisfaction

= (O + M) / (A+O+M+I)

• This is the decrease in customer satisfaction if the situation in dysfunctional question becomes reality

Customer Satisfaction and Dissatisfaction


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Concern Question Type Customer satisfaction

Toll Payment Acceptance

How would you feel if you don’t require paying tolls even if it results in increased traffic?

F 0.42

How would you feel about paying money for faster travel? D -0.78

Social Equality How would you feel if the tolls are reasonably priced so that most of the people can afford it?

F 0.84

How do you feel when toll roads are offering faster travel to only those who can afford it?

D -0.77

Private Sector Collecting Tolls

How would you feel if government agencies are required to collects tolls?

F 0.36

How would you feel if a private agency collects tolls? D -0.83

Who Operates and Maintains

How would you feel if Government agencies must maintain & operate roads?

F 0.10

How would you feel if a private company maintains & operates the roads?

D -0.10

Higher level of private sector Participation

How would you feel if government agencies allow higher involvement of private companies to enable faster completion of projects?

F 0.52

How would you feel if Government agencies must retain majority of responsibilities (financing, operating, maintaining, designing) of a project?

D -0.05


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Graphical representation

Toll culture

Equality

Public agency collecting tollsO & M

Higher responsibilities

to private sector

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

0 0.2 0.4 0.6 0.8 1

En

ha

nce

d u

se

r sa

tisfa

ctio

n

Reduced user satisfaction

End User satisfaction


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Easy to use and adopt

• Classification of responses provides useful information

• Ambiguity reduced– Questionable responses can be removed

– Erroneous questions can be identified

– The survey options are more meaningful for respondents

Advantages of Kano Analysis


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Can lead to a lengthy questionnaire.

• Preparing a KA questionnaire requires more effort than a traditional questionnaire because several additional restrictions apply in KA method.

Limitations of Kano Analysis


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• This research puts forward a method that can extract valuable information from surveys.

• The information obtained from KA can help agencies to

– Develop outreach program and

– Modify the PPPs to match with the end-users’ requirements

Conclusion


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

• Berger C. (1993) “Kano Methods for Understanding Customer Defined Quality”, Center for Quality of Management Journal, Vol. 2 (4), Pp 3-28

• Kano N., “Attractive Quality and Must be Quality”, The Journal of Japanese Society for Quality Control. Pp 39-48

• NCHRP (2010) “Effective Public Involvement Using Limited Resources”. Synthesis 407, Report published by Transportation Research Board of the National Academies, Washington DC

• Papajohn, D., Cui Q., and Bayraktar M. E. (2011). Public-Private Partnerships in U.S. Transportation: Research Overview and a Path Forward. Journal of Management in Engineering, Vol. 27(3), pp. 126-135

• Cui Q., Sharma D. K., Farajian M., Perez M, and Lindly J (2010). “Feasibility Study Guideline for Public Private Partnership Projects”. Report No. 930-722R, ALDOT.

• Ke, Y., Wang, S. Q., Chan, A., and Cheung, E. (2009). Research Trend of Public-Private Partnership In Construction Journals. Journal of Construction Engineering and Management, 135(10).

• Kasper H. and Saha D. (2015) “2015 Global PPI Update” – A note by Public-Private Partnership Group of the World Bank, and the Private Participation in Infrastructure Database (PPI Database)

• ASCE (2017) “Infrastructure Report Card - Roads”, American Society for Civil Engineers.• Neto D. C. S., Cruz C. O., Rodrigues F., and Silva P. (2016). Bibliometric Analysis of PPP and PFI

Literature: Overview of 25 Years of Research. Journal of Construction Engineering and Management, Vol. 142(10).

References


htt

p:/

/pm

sym

posiu

m.u

md.e

du/p

m2017/

Corresponding AuthorDeepak Sharma, PhDAssistant ProfessorDepartment of Civil and Environmental EngineeringCalifornia State University, FullertonPhone: 657-278-3450 (O)Email: [email protected], [email protected]

Thank you for your kind attention!

FOR IDENTIFYING END USERS’ …pmsymposium.umd.edu/pm2017/wp-content/uploads/sites/3/... · 2017-05-05 · Sathya Kondapalli and Deepak K Sharma UMD Project Management Symposium

Documents