Mathias Bank

In a highly competitive market such as the automotive sector it is no longer sufficient to define quality solely on technical aspects. Rather, quality must be analyzed holistically from the perspective of the customer. The customer perception of a product decides the buying behavior. Therefore, Kano et al. have created a special survey form to distinguish between different quality categories for product features. It allows a cost-optimized product design, maximizing customer satisfaction. Practical usage has shown that applying a Kano survey is a very critical process. In this work an alternative data source is proposed that bypasses systematically the problems of a Kano survey: the Internet. Due to the increasing number of fora, weblogs and other social networks there is a large amount of unsolicitedly provided and mostly unbiased customer feedback available. This is used in a prototype architecture to obtain customer satisfaction for different product features and the corresponding influence on customer perception. Different abstraction levels provide information to improve this perception over time.

[paper]

• [2011,inproceedings] bibtex
  M. Bank and C. Hänig, "Using the Internet as Sensor for Customer Perception," in Proceedings of QAA 2010, 2011.
  @INPROCEEDINGS{Bank2011,
  author = {Bank, Mathias and H\"anig, Christian},
  title = {Using the Internet as Sensor for Customer Perception},
  booktitle = {Proceedings of QAA 2010},
  year = {2011},
  owner = {Mathias},
  timestamp = {2011.03.07}
}

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