EL YAPIMI TAKI GEREKSİNİMLERİNİN KANO MODELİ İLE SINIFLANDIRILMASI VE TATMİN DÜZEYLERİNİN BELİRLENMESİ: OLTU TAŞI ÖRNEĞİ

Yıl 2023, Cilt: 18 Sayı: 59, 146 - 169, 31.01.2023

Muhammet Ersegün Erciş , Çiğdem Kaya

https://doi.org/10.14783/maruoneri.1182319

Öz

Tüketicilerin satın alma isteğini, satın alacakları ürünlerin sağlayacağı memnuniyet düzeyi belirlemektedir. Fakat üreticiler, çoğu zaman tüketicileri memnun edecek kriter ve unsurları belirleme konusunda yetersiz kalmaktadır. Bu durum zanaat ürünleri için de geçerli olup, sektördeki çabalara rağmen ürünlerin birçoğu beklenen talebi görmemektedir. Pazarda başarılı olmanın yolu, tüketici ihtiyaçlarını anlamak ve tüketici beklentilerini karşılayan ürünler tasarlamak ve geliştirmektir. Bunun için, tüketici ihtiyaç ve beklentilerini kapsamlı bir şekilde analiz etmek ve bu doğrultuda tasarımlar oluşturmak esastır. Böylelikle, kaynak israfı önlenmiş ve ekonomik getirisi sayesinde sektörün devamlılığına katkı sağlanmış olacaktır. Bu çalışma ile, Kano modeli kullanılarak, el yapımı takılara yönelik tüketici ihtiyaçları belirlenecek, sınıflandırılacak ve ortaya çıkan sonuçlar ile zanaatkarlar tarafından yapılan tasarımlar değerlendirilecektir.

Anahtar Kelimeler

El İşi Takı, Kano Modeli, Müşteri Memnuniyeti

CLASSIFYING CUSTOMER HANDCRAFT JEWELLERY REQUIREMENTS AND DETERMINING SATISFACTION LEVELS USING THE KANO MODEL: A CASE STUDY OF OLTU STONE (JET STONE)

Öz

Manufacturers face a constant challenge of determining how to satisfy customers, and customer satisfaction largely determines customers’ willingness to buy the products. The principal way to succeed in the market is to understand customer needs and design and develop products that meet customer expectations. To accomplish this, analysis of customer needs, expectations and requirements should be conducted. Despite efforts in the handcraft sector, many products still fail to live up to customers’ expectations. When such products enter into the market, resources are wasted. It is essential to thoroughly analyse consumer needs and form designs accordingly to prevent such failure. The aim of this study was to classify consumer requirements for handcrafted jewellery and determine how much craftsmen products satisfy them. The Kano classification was grouped under three categories: exciting, expected and indifferent. In all the analyses, handcrafts were categorised under existing requirements, such as exclusive design and nature-inspired craft.

Anahtar Kelimeler

Keywords: Handcraft Jewellery, Kano Model, Customer Satisfaction

Kaynakça

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