Customer satisfaction modeling (CSM) in product planning according to quality function deployment (QFD) and Kano model

Service quality improvement and considering customersʹ wants and requirements in designing and producing the products is one of the important business strategies in todayʹs competitive world. It is very important for maintaining the market, higher-quality activities and satisfying customersʹ needs, since it can lead to increase in companiesʹ loyalty and success. Rapid changes in services and productions marketing requires companies to go beyond customersʹ satisfaction making the conditions of their please and loyalty by forming innovation and presenting services beyond customersʹ expectations. This paper tries to measure customersʹ real needs, their satisfaction level and loyalty. Kano cooperative model and quality function deployment (QFD) were used in order to prevent any shortage in evaluating customersʹ satisfaction which may exist in any usual method of evaluating customersʹ satisfaction. First customersʹ needs are analyzed by using Kano model and then the relationship between the values made for the customer and customersʹ loyalty is investigated by combining Kano and QFD models. The results shows the importance of considering customersʹ wants in designing the products before their manufacture and their considerable role in customersʹ satisfaction and loyalty.