Facilitating the TV systems development with the Kano model

• Main Authors: Hsiao, Li-Han, 蕭吏涵
• Other Authors: Hung, Chih-Young
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/73169159984526460608

碩士 === 國立交通大學 === 管理學院科技管理學程 === 101 === The introduction of smart TVs began a revolution that enables a new customer-centric and interactive TV service. With the increase in digital content from personal computers and smart phones, end-to-end connections through the Internet provide numerous opportunities for customer interaction with programs and services. Meanwhile, there is an eco-system targeting the home market in a unique and real-time manner. Based on the variety of information gathered and the convergence of different digital vehicles, users need a new product that is easy to control, interact with, and search the Internet. Smart TVs are not only a new technology, but also a platform that offer online video viewing, gaming, file sharing, stock trading, and other feature-rich applications. They bring together the computer business, mobile phone business, and TV business on demand. Key players like Apple and Google have been trying to promote their content integration from the smart phone market to the TV market, and starting in 2011, and the response from the market toward this technology was tremendous. Therefore, a comprehensive analysis of smart TVs is vital as Taiwan hold over 40% of the worldwide market share for smart TV critical components. If we can identify customer needs earlier, we can speed up the developmental processes for smart TVs; this will benefit us greatly and decrease the risk of us developing products that could not meet customer needs. Most people believe that customer needs are uncertain and are hard to exploit. If, however, you want to expand your service or business, you need to think carefully about your business position, and what you provide to your customers. In this study, we use the Kano model to identify customer needs. The Kano model is a widely-used conceptual method that maps customer needs and product features using positive and negative questions. The responses indicate how features affect satisfaction. At this stage, we consult experts to summarize the functions of the smart TV and ask potential customers to take the survey by answering the Kano questionnaire. We then determine the product attributes that are “must haves”, “Attractive needs”, “One-dimensional needs”, or “Neutral needs”. This approach dynamically links customer expectations to product functions, which makes it easier to position the product and select customization factors. Not surprisingly, the best manufacturers focus on operational excellence. The best service providers should concentrate on how their product or service helps customers finish their tasks. Smart TVs should integrate hardware and software well to deliver the right service and observe customer expectation change with dynamic analysis. The results of this study have the potential to inform manufacturers and focus future research on the development of smart TVs that can deal with a sophisticated and fast-changing industry.