TRIZ and the Kano model: proposing an integrated approach for improving product quality according to customer needs

In the today's competitive world, meeting the expectations of the customers regarding quality and obtaining more market share requires finding innovative methods to develop and improve product quality. Therefore, in this article, a new approach has been proposed for evaluating customer needs using Kano questionnaire and prioritising the methods for satisfying these needs using contradiction matrix based on the conditions and the limitations of manufacturers. In order to evaluate the proposed approach, one of the products of an automobile manufacturer company and seven quality attributes of the product have been studied. Findings indicate that from the manufacturer's perspective, practicality of the changes during production process is of the highest importance.