A STUDY ON THE EVALUATION OF CUSTOMERS' SATISFACTION - THE PERSPECTIVE OF QUALITY

As stated by the recent report published by Global Industry Analysts Inc. (GIA), driven by widespread consumer awareness, lifestyle trends and growing compatibility among equipments because of standardization, the world digital camera market is projected to reach 122 million units by the year 2010. The traditional one-way quality model is focused on one particular quality element; only when the element is present are customers satisfied, and viceversa. Using the traditional way to improve customer satisfaction, it is possible that the customer will not be satisfied with a certain quality element, or maybe the customer satisfaction target will be over-fulfilled (Tan & Shen, 2000). Kano's model provides an effective approach to categorizing the customer attributes into different types. Professor Kano has developed a methodology to identify which customer attributes are must-be, which are one-dimensional and which are attractive. Therefore, understanding the product quality attribute is beneficial to improvement of quality as well as product development. Therefore, the purposes of this article are 1. To classify customer attributes into Kano categories. 2. To apply IPA to analyze the correlation between importance and satisfaction toward product attributes. 3. To exam a significant difference between demographic characteristics and Kano's quality requirements. The findings are as follows: 1. Kano' model successful classifying product features of digital cameras. Kano's quality requirements are also correlated with importance and satisfaction of IPA analysis. 2. When quality have improved for all product features, after sales services, Image Stabilizer and Recording Mode will lead to most satisfaction for all users based on customer satisfaction coefficient. 3. Demographical characteristics have significantly influenced perceived quality requirement for digital camera users.