A Proposal to Analyze Customer Psychological Demands based on QFD Incorporating the Concept of the Kano Model

Abstract

The People's physiological and psychological needs form the binary value medium of material and information in generalized virtual economy. In the era of generalized virtual economy, if enterprises want to obtain a lasting competitive advantage, they must pay attention to the psychological needs of customers. However, the psychological needs of clients are changeable. How to obtain the dynamic psychological needs of consumers scientifically, accurately and timely through scientific methods and tools has become the focus of various types of enterprises in the development and innovation of products. In the design process of condenser, the psychological demand information from customers is very important. How to analyze these fuzzy customer psychological demand information has become the key to enterprise innovation. Through the investigation of more than 100 automobile condenser manufacturers in China, this study deeply interviewed more than 200 customers at home and abroad to study the psychological needs of clients. This paper discusses the innovation behavior of enterprises from the perspective of the generalized virtual economy from the perspectives of enterprise technology innovation, service innovation and management innovation. In order to solve the inherent defects in the practical application of traditional QFD, such as the evaluation of the relationship between customer psychological needs and engineering technology, the determination of the weight of customer psychological needs and the prioritization of engineering technology, a QFD method considering customer psychological behavior in a probabilistic language environment is proposed. The initial weight of customers' psychological need is determined by PL-MAHP. According to the relationship between customer psychological need, fuzzy cognitive map (FCM) is used to infer and analyze customer psychological need and obtain its final weight. PLTS is used to characterize the correlation strength between customer psychological need and engineering technology. The influence of customer psychological behavior on the priority of engineering technology is fully considered. Combined with the concept of Kano model, this study proposes a customer psychological needs analysis method based on Quality Function Deployment (QFD). The importance of customers' psychological needs is corrected from the traditional QFD method. Aiming at the traditional Kano model can not effectively reflect the complex and changeable psychological situation of customers, a customer psychological demand classification method based on Fuzzy Kano model is constructed. This study uses the application of Kano model and QFD in enterprise product design improvement and innovation to effectively determine the final importance. Compared with other existing methods, it verifies the feasibility, effectiveness and superiority of this method, and achieves ideal results.