به‌کارگیری رویکرد تلفیقی روش‌شناسی کیو و مهندسی کانسی در مرحله شناسایی خواسته‌های مشتریان و گروه‌بندی آن‌ها

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، دانشگاه فردوسی مشهد.

2 دانشیار، دانشگاه فردوسی مشهد.

چکیده

مهندسی کانسی ابزاری کارآمد برای شناسایی نیازهای احساسی کاربران و استفاده‌کنندگان کالاها است که چندین مرحله دارد. در مرحله شناسایی و دسته‌بندی واژگان احساسی در مهندسی کانسی، ابزار متفاوتی توسط پژوهشگران مختلف به‌کار گرفته شده است که رویکرد کمّی و کیفی و بیشتر کیفی دارد. در پژوهش حاضر از روش کیو بدین منظور استفاده شده است. به‌کارگیری این روش به‌علت توانایی زیاد در درگیر‌کردن کامل مشارکت‌کننده با گویه‌ها (صفات کانسی) که به دقت زیاد آن منجر می‌شود و پی‌بردن به عمق ذهنیت مشتری از محصول بسیار سودمند است. بدین منظور پس از انتخاب حوزه گفتمان کیو، یعنی طراحی داخلی خودرو و قطعه کنسول مرکزی در پژوپارس، تعداد 36 واژه کانسی پس از ایجاد فضای گفتمان گردآوری شد و با نمونه‌گیری هدفمند 26 نفر از مشتریان انتخاب و جمع‌آوری نظرات و تحلیل عاملی کیو انجام شد. نتایج، 9 دسته ذهنیت کاربران خودرو را نشان داد که برای هر ذهنیت، مرتب‌سازی صفات احساسی به‌گونه‌ای متفاوت بود؛ درنهایت مشخص شد که الگوهای ذهنی کارکنان، بیشتر بر خوشایند‌بودن کنسول مرکزی و نیاز به نوآوری در آن متمرکز است.

کلیدواژه‌ها


عنوان مقاله [English]

Applying the Hybrid Model of Q-Methodology and Kansei Engineering in Identification of Customer Requests and Grouping Them

نویسندگان [English]

  • Amir Nasiraei 1
  • Ali Reza Pooya 2
  • Mohammad Lagzian 2
1 MSc Student, Ferdowsi University of Mashhad.
2 Associate professor, Ferdowsi University of Mashhad.
چکیده [English]

Kansei engineering or emotion engineering is one of effective means to identify the emotional needs of the users. In this research, a different tool in identification and classification of emotional terms for Kansei engineering is used, named as Q methodology. Since we face with a qualitative issue in the incidence of emotions in Kansei engineering, and Q methodology is a qualitative-quantitative method, therefore this tool is an appropriate method for understanding the emotions of people in the form of Kansei characters. It also can extract the mentality of the emotional design in the area of interest (center console). After selecting the desired field of interior design in the center console segment of Peugeot Pars, 36 Kansei words was selected.26 customers were selected by purposive sampling which 9 mental classes were extracted after collecting comments and factor analysis. For each mentality, sorting of emotional attributes were different in some way. In the end, it was determined that many of mentalities are focused on desirability of center console and a need for innovation.

کلیدواژه‌ها [English]

  • Product Design
  • Kansei Engineering
  • Kansei Terms
  • Q Methodology
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