考虑顾客满意度的顾客需求重要度确定方法

Customer requirements importance degrees calculation method considering customer satisfaction

针对传统顾客需求重要度计算中对顾客需求间的相互影响关系和顾客满意度考虑不足的问题,将犹豫模糊集和决策实验与评估试验法相结合分析顾客需求间的影响关系,计算顾客需求的客观重要度。提出改进的A-Kano模型,并计算了体现顾客满意度的顾客需求Kano重要度。改进的A-Kano模型中,其重要度指数与顾客满意度成反比,与不满意度成正比;满意度指数充分考虑了不同类型顾客需求表现水平与顾客满意度间的非线性关系。考虑本企业顾客需求的实际表现,采用最大偏差法计算顾客需求的竞争性重要度。最后,基于顾客需求的客观重要度、Kano重要度和竞争性重要度计算了顾客需求的最终重要度。以某企业SUV顾客需求重要度计算为例,验证了所提方法的可行性和有效性。

Traditional Customer Requirements(CRs)importance degrees calculation methods usually take less consideration on interaction among CRs and customer satisfaction.Aiming at this problem,the hesitant fuzzy Decision Making Trial And Evaluation Laboratorty(DEMATEL)was used to analyze the influence relationship among CRs and compute the CRs objective importance degrees.An improved A-Kano model was proposed to obtain CRs Kano importance degrees which indicated the customer satisfaction.In the improved A-Kano model,the importance index was inversely proportional to the customer satisfaction and was proportional to the dissatisfaction.The satisfaction index considered the non-linear relationship among the performance levels of different type of CRs.With consideration of the real CRs performance levels,the maximal deviation approach was applied to calculate the CRs competitive importance degrees.The final CRs importance degrees were acquired based on CRs objective importance degrees,CRs Kano importance degrees and CRs competitive importance degrees.A case study of computing CRs final importance degrees of a SUV was given to illustrate the feasibility and effectiveness of the proposed approach.