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RISS 인기검색어
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- 저자 : ( Prof. Dr. -ing. R. Woll ) (검색결과 1 건)
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What customers want? -Determing of requirements and their relevance!
( Dipl. -ing. S. Peplowsky ),( A. Kawald,B. Sc. ),( D. Dobbrick,B. Sc. ),( B. Rich,M. Sc. ),( Prof. Dr. -ing. R. Woll ) 한국품질경영학회 2015 한국품질경영학회 학술대회 Vol.2015 No.2
Purpose: Nowadays a customer, who wants to buy a high quality product, faces to a variety of choices and decision possibilities. This results in a higher risk, that the customer does not get the product which he has imagined. This could be particularly annoying for high involvement purchases. Hence, the present research project is developing selection assistance for customers. The peculiarity of this selection support is that not only objective requirements should be processed as usual, but also subjective requirements. The main focus is on contradictions and interactions between the individual product requirements. A current study of the Allensbach Institute for Public Opinion Research from July 2014 shows that, around 790,000 persons in Germany have the intention to buy a new motorbike within the next two years. For this reason a motorbike was chosen as research object. Before the customer can fulfill his dream of an own motorbike, he has to manage the range of motorbike models. To find the right motorcycle is difficult and depends on numerous of individual factors. The intention of this paper is to determine, which requirements are purchasing decisions and furthermore to prove, whether these criteria can be assigned to different customer profiles. This will help to simplify the decision process of prospective customers. Methodology: The topic of this paper was examined by a literature research and two studies. For this purpose a face-to-face interview was carried out. Results of these interviews were requirements, which provide helping individuals when buying a motorcycle. Based on a cluster analysis around 1,000 customer requirements were compressed in 37 different criteria. Since the basis of the most frequently mentioned requirement cannot be inferred directly to their relevance for the purchase decision, the significances of the identified criteria were evaluated by means of another survey. For this purpose, an online survey was conducted, which was, among other things communicated through various motorcycle forums. The data of 1,011 participants were evaluated and analyzed for specifics regarding exemplary customer profiles. Both gender-specific and age-specific differences were seen. Results: It can be noted, that there are only slight differences concerning the relevance of requested customer requirements. The cliches of women preferring looks and men preferring performance could not be confirmed in the study. For both profiles, the handling is the most relevant attribute for a motorcycle purchase and should receive attention of potential purchaser. The results of the generated ranking of most important requirement regarding each customer group enable a decision support for the potential motorbike purchaser. Value of paper: The conducted investigation is a part of a current research project. Based on the subject motorbikes, contradictions and interactions of the requirement management will be investigated.
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