The concept of Kano-QFD integration for nonlinear customer needs in product and service design

High quality of product and service is always
demanded by customers. Conversely, poor quality of
product and service will result with customer
dissatisfaction. However, this linear relationship is no
longer accurate due to the complexity nature of customer
needs. Non-linear relationship should be considered for
more accurate evaluation of customer needs. This paper
presents a concept of Kano model and Quality Function Deployment (QFD) integration to evaluate
the non-linearity of customer needs towards the quality of products or services. By a case study, the
developed Kano-QFD model is validated with the theory of Kano model and found to have well
agreement. Further application for product development is recommended for future research.