Integrating Fuzzy Linguistic, Kano Model and Decision Making Trial
and Evaluation Laboratory to Enhance Order-Winner Criteria: A Case
StudyIntegrating Fuzzy Linguistic, Kano Model and Decision Making
Trial and Evaluation Laboratory to Enhance
Order-Winner Criteria: A Case Study
Huey-cheng WU, Hsiao-lin TENG Industrial Management, Chung Hua
University, Hsinchu City, Chinese Taipei, 300
Email:
[email protected],
[email protected]
Abstract: Due to professional services come of age, manufacturers
purchase most non-critical accessory products to fill the gap. It
is necessary to conduct limited resources in an enterprise
efficiently to become or- der-winners and qualifiers in competitive
market. A guideline which is order-winners and qualifiers can meet
the overall benefit of the business in considering of
decision-making. However, further skilled the relationship between
the order-winning criteria and benefit assessment of improving the
criteria will assist business man- agers having understanding the
need market as well as learning manufacturing develop strategy.
This study integrates Kano Two Dimensional Model and the model-
Order-winners and Qualifiers proposed by Terry Hill(2000) on the
purpose to give decision-making based on customer’s view.
Therefore, this study is focus on the quality attribute of
order-winning criteria and then to apply decision making trial and
evaluation labo- ratory (DEMATEL) in order to analyze the causality
and the level of interference. As a result, it is to find out the
core element of order-winning criteria. In the previous work of
questionnaire design, most questionnaire conducut Likert Scale.
However, human feeling can not be divided. Scale can not express
the human mental- ity as well as ambiguity and uncertainty of human
feeling. Therefore, this study conduct Fuzzy Interval Lin- guistic
Variables to express human mentality and ambiguity and uncertainty
of feeling. In addition, it will also develop fuzzy Dematel
measurement instrument to know the links between order criteria. At
last, the case study of this research is the bicycle brake system
business in Taiwan. It is an empirical analysis to test the
advanced model of order-winners and qualifiers on the purpose to
structure a model as reference of marketing and manufacturing
strategy of order-winning. The result of the study showed that the
integration concept of Kano two-dimensional model and fuzzy Dematel
has actual help in assisting managers to advance or- der-winners
and qualifiers. The relevant researches through this study and its
practical implications shows as following. Bovenkant
formulier.
Keywords: Fuzzy Interval Linguistic Variables; Kano Two Dimensional
Quality Model; Decision Making Trial and Evaluation
Laboratory(DEMATEL); Order-winners and Qualifiers
Kano DEMATEL
Email:
[email protected],
[email protected]
61
978-1-61896-007-8 © 2012 SciRes.
Dematel Kano Dematel
Fuzzy Interval Linguistic VariablesKano Kano Two Dimensional
Quality Model(DEMATEL)
1
Bradly
Kano Model
(Two-Dimension Quality Model)
(Indifferent quality, I)5.(Reversal quality, R)
2.2
Evaluation Laboratory, DEMATEL)
(Fontela & Gabus, 1976)
2.3 ()
Zadeh(1975)
62
978-1-61896-007-8 © 2012 SciRes.
1, (1 )i i iL pl p l
iL
2. Fuzzy
4
(M)
(R)
Table 1. The Kano Model Analysis about Order-winners and
Qualifiers
1. Kano Model
1 2
Table 2. The list of Fuzzy Linguistic data transfer to
specific
values 2.
3
[(1.12)+(0.65)+(0.44)+0.53+…+0.11]/14
= -0.34
978-1-61896-007-8 © 2012 SciRes.
1.10
3.
(A)
(O)
(M)
(I)
(R)
MATEL
2.
References
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