Kano model application in new product development and customer satisfaction (adaptation of traditional art of tile making to jewelries)


7th International Strategic Management Conference, Paris, France, 30 June - 02 July 2011, vol.24 identifier identifier


In this study, it was aimed to classify the consumer expectations by using the Kano model in the new product development and to determine to what extent the products produced in the direction of the expectations provide satisfaction. In the research, the jewelry sector, one of the important sectors today, was selected and women were included in the sample. During the first stage of the study, jewelries in which traditional art of tile making was adapted in the direction of the expectations by using the data including the classification of the consumer expectations were designed. During the second stage, it was aimed to determine the consumer satisfaction level for the sample jewelries presented to women. Thus, product development process including the product testing stage was completed. While forming the questionnaires, a preliminary study was carried out with 10 women who were professionally engaged in jewelry. The women living in Erzurum formed the scope of the study. 102 women engaged in jewelry were administered a questionnaire by using snowball sampling method. A second questionnaire was administered to the same people by offering the sample (prototype) jewelries by using the results of the study. During the second stage of the study, the same sample group was used. SPSS statistical program was used to analyze the data of the study. The study was limited to the women consumers within the borders of Erzurum province. The study includes suggestions that will guide the academicians who will work on new product development in the field of marketing. Additionally, some useful and important suggestions were offered to the jewelry sector. The study carries a specific value since it was applied by using the Kano model in new product development, sample production was carried out and the product was tested. According to the results obtained from the study, the classification of the expectations and satisfaction level were found to be correlated. (C) 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility 7th International Strategic Management Conference