International Science Index


10009004

Rating the Importance of Customer Requirements for Green Product Using Analytic Hierarchy Process Methodology

Abstract:

Identification of customer requirements and their preferences are the starting points in the process of product design. Most of design methodologies focus on traditional requirements. But in the previous decade, the green products and the environment requirements have increasingly attracted the attention with the constant increase in the level of consumer awareness towards environmental problems (such as green-house effect, global warming, pollution and energy crisis, and waste management). Determining the importance weights for the customer requirements is an essential and crucial process. This paper used the analytic hierarchy process (AHP) approach to evaluate and rate the customer requirements for green products. With respect to the ultimate goal of customer satisfaction, surveys are conducted using a five-point scale analysis. With the help of this scale, one can derive the weight vectors. This approach can improve the imprecise ranking of customer requirements inherited from studies based on the conventional AHP. Furthermore, the AHP with extent analysis is simple and easy to implement to prioritize customer requirements. The research is based on collected data through a questionnaire survey conducted over a sample of 160 people belonging to different age, marital status, education and income groups in order to identify the customer preferences for green product requirements.

References:
[1] Akao, Y. (1990) Quality Function Deployment: Integrating Customer Requirements into Product Design, Productivity Press, Cambridge, MA.
[2] Armacost, R.L., Componation, P.J., Mullens, M.A., Swart, W.W., (1994). An AHP framework for prioritizing customer requirements in QFD: an industrialized housing application. IIE Transactions 26 (1), 72–79.
[3] Bohlen, G. M., Schlegelmilch, B. B., & Diamantopoulos, A. 1993. Measuring ecological concern: A multi-construct perspective
[4] Borcherding K., Eppel T., von Winterfeldt D. (1991). Comparison on weighting judgments in multiattribute utility measurement. Management Science, 37(12), 1603–1619.
[5] Bottomley A. and Doyle D. (2001). A comparison of three weight elicitation methods: Good, better and best. Omega, 29, 553–560.
[6] Burke E., Kloeber M., Deckro F., (2002). Using and abusing QFD scores. Quality Engineering, 15(1), 9–21.
[7] Chan, L.K., Kao, H.P., Ng, A., Wu, M.L., (1999). Rating the importance of customer needs in quality function deployment by fuzzy and entropy methods. Inter- national Journal Production Research 37 (11), 2499–2518.
[8] Chang Y.H., Yeh, C.H., (2001). Evaluating airline competitiveness using multiattribute decision making. Omega 29 (5), 405e415. http://dx.doi.org/10.1016/ S0305-0483(01)00032-9.
[9] Chen Y-S., (2008). The driver of green innovation and green image – Green core competence.
[10] Chung C., H. Wee. (2008). Green-component life-cycle value on design and reverse manufacturing in semi-closed supply chain
[11] Clemen, R. T. (1991). Making hard decisions: An introduction to decision analysis. Boston: PWS-Kent Publishing Company.
[12] Doyle R., Green H., Bottomley A., (1997). Judging relative importance: Direct rating and point allocation are not equivalent. Organizational Behavior and Human Decision Processes, 70(1), 65–72.
[13] Fung K., Popplewell K., Xie J., (1998). An intelligent hybrid system for customer requirement analysis and product attribute targets determination, International Journal of Production Research, 36, 13–34.
[14] Griffin A. and Hauser J.R., (1993). The voice of the customer. Marketing Science, 12(1), 1-27.
[15] Gustafsson A. and Gustafsson N., (1994). Exceeding customer expectations, in Proceedings of the Sixth Symposium on Quality Function Deployment, Novi, MI, pp. 52–57.
[16] Harker P. and Vargas L., (1987). The theory of ratio scale estimation: Saaty’s analytic hierarchy process. Management Science, 33(11), 1383–1402.
[17] Ho W., (2008). Integrated analytic hierarchy process and its application. European Journal of Operational Research 186 (1), 211–228.
[18] Ho E., Lai Y., Chang S., (1999). An integrated group decision-making approach to qualityfunction deployment, IIE Transactions, 31, 553–567.
[19] Isiklar G., Buyukozkan G., (2007). Using a multi-criteria decision-making approach to evaluate mobile phone alternatives. Computer Standards & Interfaces, 29, 265–274.
[20] Jaccard J., Brinberg D., Ackerman L., (1986). Assessing attribute importance: A comparison of six methods. Journal of Consumer Research, 12(4), 463–468.
[21] Jiao R., Xu Q., Yang X., Helander M., Khalid H., Opperud A., (2009). An analytical Kano model for customer need analysis. Design Studies Vol 30 No.1
[22] Keeny, R. L., & Raiffa, H. (1976). Decision with multiple objectives: Preferences and value tradeoffs. New York: Wiley.
[23] Khoo, L. and Ho, N., (1996) Framework of a fuzzy quality function deployment system, International Journal of Production Research, 34, 299–311.
[24] Koksal, G., & Eg˘itman, A. (1998). Planning and design of industrial engineering education quality. Computers and Industrial Engineering, 35, 639–642.
[25] Kwong C., Bai H., (2003). Determining the importance weights for the customer requirements in QFD using a fuzzy AHP with an extent analysis approach. IIE Transactions 35 (2), 619–626.
[26] Li Y., Tang J., Luo X., Xu J., (2009). An integrated method of rough set, Kanos model and AHP for rating customer requirements final importance. Expert Systems with Applications, 36(3), 7045–7053.
[27] Liu J., and Wang M., (2007). Segmentation variable analysis for target customers of green 3C products in Taiwan. In Proceedings of the 8th Asia Pacific industrial engineering and management society conference and 2007 Chinese institute of industrial engineering & the 10th Asia Pacific regional meeting of the international foundation for production research (p. 257).
[28] Lu M., Madu C., Kuei C., Winokur D., (1994). Integrating QFD, AHP, and benchmarking in strategic marketing. Journal of Business & Industrial Market 9 (1), 41–50.
[29] Ottman, J.A., (1998). Green Marketing: Opportunity for Innovation. Second Edition.
[30] Park, T., & Kim, K. J. (1998). Determination of an optimal set of design requirements using house of quality. Journal of Operations Management, 16, 569–581.
[31] Peattie K., (1993). Green marketing. London: Pitman Publishing.
[32] Raharjo H., Xie M., Goh T., Brombacher, A., (2007). A methodology to improve higher education quality using the quality function deployment and analytic hierarchy process. Total Quality Management and Business Excellence, 18(10), 1097–1115.
[33] Rebai S., Azaiez M., Saidane D., (2016). A multi-attribute utility model for generating a sustainability index in the banking sector. Journal of Cleaner Production 113, 835-849.
[34] Saaty T., (1980). The Analytic Hierarchy Process, McGraw Hill, New York, NY
[35] Schoemaker P., Waid C., Carter W., (1982). An experimental comparison of different approaches to determining weights in additive utility models. Management Science, 28(2), 182–196.
[36] Shamdasani, P., Chon-Lin, G. and Richmond, D. 1993.Exploring green consumers in an oriental culture: Role of personal and marketing mix
[37] Srivastava J., Connolly T., Beach L., (1995). Do rank suffice? A comparison of alternative weighting approaches in value elicitation. Organizational Behavior and Human Decision Process, 63(1), 112–116.
[38] Tseng M, Du X .1998. Design by Customers for Mass Customization Products. CIRP Annals 47(1):103–106
[39] van Calker K., Berentsen P., Romero C., Giesen G., Huirne, R., (2006). Development and application of a multi-attribute sustainability function for Dutch dairy farming systems. Ecological Economics, 57, 640–658.
[40] Wang J., (1999). Fuzzy outranking approach to prioritize design requirements in quality function deployment. International Journal Production Research 37 (4), 899–916.
[41] Wang M., Kuo T., Liu J. (2009) .Identifying target green 3C customers in Taiwan using multiattribute utility theory. Expert Systems with Applications 36, 12562–12569.
[42] Wang Y., Tseng M., (2011). Integrating comprehensive customer requirements into product design. CIRP Annals – Manufacturing Technology 60: 175–178.
[43] Wasserman, G.S., 1993. On how to prioritize design requirements during the QFD planning process. IIE Transactions 25 (3), 59–65.
[44] Xie M., Goh T., Wang H., (1998). A study of the sensitivity of ‘‘customer voice’’ in QFD analysis. International Journal of Industrial Engineering 5 (4), 301–307.
[45] Yousefi A., Hadi-Vencheh A., (2010). An integrated group decision making model and its evaluation by DEA for automobile industry, Expert Systems with Applications, Volume 37, 8543-8556.
[46] Zakarian A. and Kusiak A., (1999). Forming teams: An analytical approach. IIE Transactions, 31, 85–97.