A Kano Model Based Linguistic Application for Customer Needs Analysis

Linguistic is the systematic study of language. Now quality doesn’t always mean the “tangible attribute” of a product or service. It may also be linguistic. Thus, linguistic has applied for product design through capturing the voice of Customers. Capturing of the voice of customers has been done in different way, like Quality Function Deployment (QFD), Kansei Engineering and Kano Model regarding product design. Kano Model has two dimensional linguistic approaches, which is more voice capturing capacity than other methods. Reverse attribute study is important for more reliable product design for next actions than other attributes of Kano model i.e. attractive, must‐be, one‐dimensional and indifferent. Thus, this paper is exclusively study for reverse attribute. For this purpose, a reverse attribute based linguistic approach, which is run in the computer system for product design regarding Kano model aspect using threshold numbers of real consumers opinions converted into probability through fuzzy concept as an input of Monte Carlo Simulation system determining virtual customers is described in this paper.