Improving the elicitation of critical customer requirements through an understanding of their sensitivity

Customer requirements (CRs) are the essential driven forces of product development. Constrained by the rigid budget and time allocated to product development, much attentions and resources should be paid on critical customer requirements (CCRs). Product design occurs with an increasingly frenetic pace of change in today’s competitive market, and the changes of external environment will lead to the changes of CRs. Thus, involving the sensitivity of CRs toward influence factors to identify CCRs is of great significance to grasp the directions of product evolution and enhance market competitiveness. To fill this gap, this study proposes a CCRs identification method integrated Kano model and structural equation model (SEM). First, the Kano model is adopted to determine the category of each CR. Second, based on CRs’ categorization, an SEM model is established to measure the sensitivity of CRs toward the turbulence of influence factors. Then the importance of each CR is calculated, and by integrating the sensitivity and importance, a four-quadrant diagram is constructed to identify the CCRs. Finally, the identification of CCRs for smartphone is implemented as an example to demonstrate the feasibility and additional value of the proposed method.