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International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print), ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME 1 APPLICATION OF KANO MODEL FOR CLASSIFYING THE REQUIREMENTS OF ENGINEERING STUDENTS Mr. P.S.Senthil Kumar Research Scholar Faculty of Mechanical Engineering Anna University Coimbatore Dr. S.Balasubramanian Research Supervisor Anna University Coimbatore Email: [email protected] Dr. R.K.Suresh Principal PA College of Engineering and technology Pollachi Dr. S.Arularasu Professor Department of Production Engineering Government College of Technology Coimbatore ABSTRACT Technical Universities are formulated to provide wholesome engineering excellence in academics and in related field of education to the students who desire to become engineers. This paper reveals the importance of technical education in southern part of India and the functioning of engineering colleges by providing education, facilities and all other parameters concerned with the development of knowledge, talent and leadership qualities in each individual as an engineering student. Engineering Colleges are one of the most important institutionalized sectors that are in the modern service sectors. Like all over India and the world, southern part of India is also facing stiff competition and is forced to develop new promotional strategies to cater the needs of the customers. International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print) ISSN 0976 – 6359(Online) Volume 1 Number 1, January - December (2010), pp. 01-16 © IAEME, http://www.iaeme.com/ijmet/index.asp IJMET © I A E M E

Transcript of 1 APPLICATION OF KANO MODEL FOR CLASSIFYINGKano Model is used to categorize the customer...

Page 1: 1 APPLICATION OF KANO MODEL FOR CLASSIFYINGKano Model is used to categorize the customer requirements. This also determines the levels of satisfaction. In this study, Kano Model is

International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),

ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME

1

APPLICATION OF KANO MODEL FOR CLASSIFYING

THE REQUIREMENTS OF ENGINEERING STUDENTS

Mr. P.S.Senthil Kumar

Research Scholar

Faculty of Mechanical Engineering

Anna University Coimbatore

Dr. S.Balasubramanian

Research Supervisor

Anna University Coimbatore

Email: [email protected]

Dr. R.K.Suresh

Principal

PA College of Engineering and technology

Pollachi

Dr. S.Arularasu

Professor

Department of Production Engineering

Government College of Technology

Coimbatore

ABSTRACT

Technical Universities are formulated to provide wholesome engineering

excellence in academics and in related field of education to the students who desire to

become engineers. This paper reveals the importance of technical education in southern

part of India and the functioning of engineering colleges by providing education,

facilities and all other parameters concerned with the development of knowledge, talent

and leadership qualities in each individual as an engineering student. Engineering

Colleges are one of the most important institutionalized sectors that are in the modern

service sectors. Like all over India and the world, southern part of India is also facing

stiff competition and is forced to develop new promotional strategies to cater the needs of

the customers.

International Journal of Mechanical Engineering

and Technology (IJMET), ISSN 0976 – 6340(Print)

ISSN 0976 – 6359(Online) Volume 1

Number 1, January - December (2010), pp. 01-16

© IAEME, http://www.iaeme.com/ijmet/index.asp

IJMET © I A E M E

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Thus colleges use customer based service options in order to meet the

requirements of customers/students better. In modern competitive markets, customers’

satisfaction depends on customers’ expectation. The quality of service provided is

measured by the level of satisfaction of customers’ expectations. The very first quality

technique is to listen to voice of customers. One of the approaches used to determine

customer expectations is the Kano Model. This model reveals the relationships between

the meeting of customer requirements and consumer satisfaction. A lot of difference is

displayed in the study of increase in the customer satisfaction. A small development

provides considerable satisfaction and a great deal of development in some requirements

brings little increase in customer satisfaction. Kano Model explains the differences of

these requirements.

In this study, the requirements of students/customers who take education services

at Anna University are aimed to determine. The questionnaires were prepared to

determine the requirements by doing with the focus groups. The questionnaires were

applied to Anna University students and the requirement obtained as data were classified

by means of Kano Model as basic requirements, expected requirements and exciting

requirements. Thus the requirements contributed to the increasing needs of

customer/student satisfaction was attempted to determine. The results by comparing with

similar studies conducted in different colleges in other states were discussed. The study is

considered to contribute for further research.

Keywords: Kano Model, Student requirements, Satisfaction level and Engineering

Colleges

INTRODUCTION

In the present educational competition, services are increasingly gaining

prominence toward providing wholesome education. Engineering educational services for

the students are gaining rapid momentum in which global and national standards are

compared to refine and to find the best solution possible and are modified to suit the local

specifications. Colleges have become rational service providers in which demand and

supply cooperate to improve satisfying outputs. At this juncture, the colleges face

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intensive international and national competitions and consequently choose in the same

way as firms (Jarvis 2000).

John and Lyth 1991; Cronin, 1992; Christou and sigala,2002;sigala,2004;

suggested that the higher the service of quality is the more satisfied customer become.

Thus, satisfaction is based on customer expectations and perception of service quality.

Management perspectives have a great role in finding out the requirements and

determining their differences becomes more important. It is not only the customers’

demands are to be considered but also for what those specific requirements are for

Okul,(2007) debated that other than classical methods of interviews and focus groups,

Kano Model is used in classifying the requirements. Kano Model is used to categorize the

customer requirements. This also determines the levels of satisfaction. In this study, Kano

Model is used in classifying the expectations of the engineering students from the service

point of view that they get.

The first part of the study general information about Kano Model is given and in

the second part of the study, the analysis of the data taken in the form of questionnaires

from the engineering college students of Anna University and their expectations from the

services and the results are given. Some suggestions have been made according to the

results taken at the end of the complete analysis.

KANO’S MODEL AND THEORY

Everyone has to understand the potential customers’ requirements completely and

based on the same, quality of service and consequent adjustments is required in the

service offering toward expected requirement. By using Kano’s model one can clarify the

different to see customer requirements by classifying them into a few groups and by

locating each requirement on a graph. By assumption, Kano model’s customer

satisfaction is always not proportional to how fully functional may be the product is or in

other words, higher quality does not necessarily lead to higher satisfaction for all the

product attributes or service requirements. In this case, the type and intensity of service

requirements may be considered must-be (Expected) and should be satisfied at all levels.

Some service requirements (Attractive as delighters, unexpected or exciting) don’t

make any difference in case of deficiency of these requirements but elevate satisfaction

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levels when fulfilled. These are neither explicitly expressed nor expected by the students.

The third type of service requirement in one-dimensional aspect (existing) and how these

requirements are with high level of satisfaction (Sofyal and Kartal, 2005).The lack of

explanatory power of one-dimensional recognition of quality has brought a new concept

called theory of attractive quality by Kano (2001).For example, people are satisfied if the

expiry date of a cough tonic extends and dissatisfied if the cough mixture shortens the

expiration. For a quality attribute such as quality in medicine, people are satisfied if there

is no adulteration in the medicine, but very much dissatisfied if it does. The one

dimensional view of the quality can explain the role of adulteration but not expiration.

To understand the role of quality attributes, Kano et al (1984) presents a model

that evaluates patterns of quality, based on customers’ satisfaction with specific quality

attributes and their degree of sufficiency.

The following Figure 1 depicts the necessity of sufficiency and satisfaction. The

horizontal axis in the Kano graph shows the physical sufficiency of a certain quality

attribute and the vertical axis shows the

Figure 1 Kano Model

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Satisfaction with a certain quality attribute is given below. This can be classified into five

quality attributes namely

• Attractive quality (A)

• One dimensional quality (O)

• Must –be quality (M)

• Indifferent quality (I)

• Reverse quality (R)

Table 1 Five level Kano Classification

FIVE LEVEL KANO QUESTIONNAIRES

A survey is done based on the original version of the theory of attractive quality

(Kano et al., 1984) and the Kano questionnaire. This questionnaire is constructed through

two pairs of customer requirement questions. How do you feel if that feature is present in

the product (functional form of the question), and how do you feel if that feature is not

present in the product (dysfunctional form of the question) (see Kano et al., 1984; Berger

et al., 1993). For each question the customer selects one from the five alternative

answers. The alternatives are like, must be, neutral, live with it and dislike. The

perceptions were then evaluated into quality dimensions on the basis of how the

respondents perceived the functional and dysfunctional form of a quality attribute.

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Depending on the answers the grades are given like A,O,I,M,R that given a different

meaning.

PURPOSE AND IMPORTANCE OF STUDY

There is a dynamic competition prevailing in the education service sector and

especially in the engineering education. Each state of south India is striving hard to start

as many engineering colleges as possible. For example the state of Tamilnadu has 450

Engineering colleges and still about 100 colleges are awaiting approval for the coming

academic year. Like this, there are so many institutions which are awaiting approval in

other Southern states.

Like any other product, education also has come in the purview of customer

orientations and expectations. The requirements of customers or students and their

expectations are different and higher. In this study, we have tried to determine how

effective those students’ expectations are on the satisfaction they get. From the results

taken from the study, some suggestions will be made how engineering colleges can use

their services to satisfy the students. In this study Kano Model has been used which is

widely used in the classification of the requirements.

DATA AND SAMPLES

An extensive analysis and literature review was done on the subject regarding

quality improvement in technical education, many potential student requirements are

identified and these requirements are discussed with a focus group comprised of 15

students. The focus group ended up with a total of 25 potential students’ requirements.

The Anna University students accepted to join the study. A 300 questionnaire forms were

prepared. The data tool was questionnaire forms and was evaluated. The data obtained

were tested using SPSS frequency analysis and Kano’s Model. Different department

students were considered for the same. The variables of this study shown in Table 2.

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TABLE 2 VARIABLES FOR KANO MODEL STUDY

1. Conformity of teaching faculty in the best of standards (National/International)

2. Class lecture hours

3. Facilities in class rooms-LCD, Projectors and modern equipments, online class

room

4. Facilities in the laboratories

5. The possibility of having good communication with teaching staff members

6. The possibility of having good communication with the administrative

members

7. Hostels/Dormitories cleanliness and hygine

8. Food & dining hall services

9. Sig boards on campuses and identifying signs of buildings

10. Shopping services and centers in colleges

11. Students forum and clubs

12. Psychological counseling services

13. Transportation facilities on campus

14. Scholarship services and by the concerned universities

15. Sports and entertainment facilities

16. The promotion of the colleges nationally and internationally

17. The positive attitude of the people of the town towards the students

18. Organizing social and cultural services in the villages through colleges

19. Availability of internet services in the college labs and hostel premises

20. Organizing value added certificate courses during college days & week ends

21. Availability & Accessibility of Library services with rich data base

22. Reunion club or Alumni association to follow up students after graduation

23. Professional development services during college

24. Evaluation methods & internal assessment regulations

25. The security system on campus

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FINDINGS

Demographic display of students

Table 3 Demographic display

The classification of requirement according to Kano Model

• Attractive quality (A) One dimensional quality (O)

• Must –be quality (M) Indifferent quality (I)

• Reverse quality (R)

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Table 4 Frequency of quality attributes

As per the results of the frequency analysis, 09 are indifferent frequencies and 15

are one dimensional requirement. The following are the one dimensional representations

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like: Conformity of teaching faculty in the best of standards (National/International),

Facilities in class rooms-LCD, Projectors and modern equipments, online class room,

Facilities in the laboratories, The possibility of having good communication with

teaching staff members, The possibility of having good communication with the

administrative members, Hostels/Dormitories cleanliness and hygiene, Food & dining

hall services etc.

After the first classification and most frequently answered, customers’ satisfaction

coefficients have been calculated in order to find out the variables which are closer to one

dimensional requirements and attractive requirements. The following formula has shown

in table 5 for calculation of customers’ satisfaction coefficients.

Table 5 Calculation of customer’s satisfaction coefficient (CSC)

Table 6 Total Customers’ satisfaction Coefficient

Thus the customer satisfaction coefficients are calculated and the variables with

the negative coefficients have been identified in the following table as those requirements

are closer to one dimensional requirement.

With the help of the requirement strategy, the customer satisfaction dimension

and dissatisfaction dimension are calculated. The total customer satisfaction is calculated

with the results achieved. Some of the attributes are one dimensional oriented and some

are attractive oriented. Must be quality is given importance and hence a few relate to

Must-be quality.

The results that show negative are tabulated and the results that show positive

sign are tabulated. Some of the requirements are Conformity of teaching faculty in the

best of standards (National/International), Class lecture hours, Facilities in class rooms-

LCD, Projectors and modern equipments, online class room, Facilities in the laboratories,

The possibility of having good communication with teaching staff members, The

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possibility of having good communication with the administrative members,

Hostels/Dormitories cleanliness and hygiene, Food & dining hall services, Sign boards on

campuses and identifying signs of buildings, Shopping services and centers in colleges,

Transportation facilities on campus and Psychological counseling services.

The following table 7 shows the entire result of customer satisfaction and its total

requirement.

Table 7 Total customer requirement table

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From this table all positive results are considered to be closer to attractive

requirements & all negative results are considered to be closer to one-dimensional

requirements.

The requirements that is closer to ATTRACTIVE requirements

Table 8 Attractive requirements

ONE DIMENSIONAL REQUIREMENT

Table 9 One dimensional requirements

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CLOSER TO REVERSE REQUIREMENTS

The below mention result is considered to be Reverse requirement and hence the

students are not in favour of the present evaluation and internal assessment regulations.

They are in need of an alternate system of evaluation and internal assessment regulations.

The requirements which are closer both to ATTRACTIVE and ONE

DIMENSIONAL requirements are shown in table 10.

Table 10 closer to both attractive and one dimensional requirement

Transformation table

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The X and Y values from the Kano’s Transformation table are taken as the result

of the transformation which is depicted in the table 11 given below. The important levels

are considered to be above 4 and that is closer to one –dimensional requirements and

must-be requirements. There is no variable among the requirements which has the

importance level as 3.No transformation process has been applied to the variables with

the level of importance between 3 and 4 so that the results can be easily understood.

The X and Y values of the levels of importance of the requirements:

Table 11 he X & Y important values

From the study, the results are taken and it has been evident that no requirement is

below 3 & above 4.5.The position of the requirements as per the result is shown in the

figure 2.

Figure 2 The position of requirements according to X & Y values

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RESULTS AND SUGGESTIONS

The Kano Model was applied to the engineering college students to find out their

expectations and satisfactions of the engineering colleges,25 questions were framed and

out of that 09 variables were out to be indifferent requirements, and the remaining were

considered to be closer to one dimensional requirement s and attractive requirements. In

the study, one requirement happened to be reverse and so the students are not satisfied

with the present evaluation system and internal assessments. An alternate requirement is

very well expected from the engineering colleges’ students. From the results it is evident

that most of the requirements are in the negative side and hence the variables should

move to the attractive requirement category .In order to increase the satisfaction level, the

college should improve or bring changes in Conformity of teaching faculty in the best of

standards (National/International), Psychological counseling services, Class lecture

hours, The possibility of having good communication with teaching staff members,

Availability of internet services in the college labs and hostel premises and Evaluation

methods & internal assessment regulations.

REFERENCES

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Service Quality Vol.17, No: 1., pp.54-73.

2) “An Empirical Study on the Use of Kano’s Model In A Higher Education Institution In

Turkey”, 11th International Symposium on Quality Function Deployment, 26-30,

September 2005, s. 365, Kuadaszmir.).

3) Sigala, M. (2004a),“Investigating the factors determining e-learning effectiveness in

tourism and hospitality education”, Journal of Hospitality & Tourism

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4) Kano, N. (2001), “Life cycle and creation of attractive quality”, paper presented at the

4th

International QMOD (Quality Management and Organisational Development)

Conference, Linko¨ping University,Linko¨ping.

5) Christou, E. and Sigala, M. (2002), “Conceptualising the measurement of service

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Touristica,Vol. 14 No. 2, pp.140-69.

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6) Jin, W. and Julie, B. (2000) An exploratory study of a multi-expectation framework for

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