اراﺋﻪ ی روﻳﻜﺮد ﻓﺎزی ارز ﺟﺪول ﻳﺎﺑﻲ ﻣﺪل ﻛﺎﻧﻮﺑﺮای ﺗﺤﻠﻴﻞ ﻃﺒﻘﻪ و ﺑﻨﺪی وﻳﮋﮔﻲ ﻫﺎی ﻛﻴﻔﻴﺖ

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 اﺳﺘﺎدﻳﺎر، ﻣﺪﻳﺮﻳﺖ ﺻﻨﻌﺘﻲ، داﻧﺸﮕﺎه ﺗﻬﺮان،

2 ﻛﺎرﺷﻨﺎس ارﺷﺪ ﻣﺪﻳﺮﻳﺖ ﺻﻨﻌﺘﻲ، داﻧﺸﮕﺎه ﮔﻴﻼن، رﺷﺖ،

3 ﻋﻼﻣﻪ 3 ﺷﻨﺎس ارﺷﺪ ﻣﺪﻳﺮﻳﺖ ﺻﻨﻌﺘﻲ، داﻧﺸﮕﺎهی اﻳﺮان ﻃﺒﺎﻃﺒﺎﻳﻲ، ﺗﻬﺮان،

چکیده

ﭼﻜﻴﺪه: ﺳﻨﺘ ﻣﺪل ﻲ رو ﻛﺎﻧﻮ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻳﻜﺮد ﻗﻄﻌﻲ  درﭘﺮﺳﺶ ﻧﺎﻣﻪ ارز و ﺟﺪول ﻳﺎﺑﻲ    آن، ﻗـﺎدر ﺑـﻪ درﻳﺎﻓﺖ دﻗﻴﻖ ﺧﻮاﺳﺘﻪ ﻫﺎی ﺟﺰﺋﻲ ﻣﺸﺘﺮﻳﺎن و در ﻣﻮرد ﻳﮋﮔﻲ ﻫﺎی  ﻣﻮرد ﺑﺮرﺳـﻲ ﻧﻴ ﺴـﺖ . ﺑـﻪ  ﻫﻤـﻴﻦ دﻟﻴﻞ ا در ﻳﻦ ﭘﮋوﻫﺶ، اﻓﺰون ﺑ ﺑﺮ ﻴﺎن ﻛﺎﺳﺘﻲ ﻫﺎی ﭘﺮﺳﺶ ﻧﺎﻣﻪ ی ﺳﻨﺘﻲ ﻣﻌﺮﻓ ﻛﺎﻧﻮ و ﻲ روﻳﻜﺮد ﻓﺎزی آن، ﺟﺪول ارزﻳﺎﺑﻲ ﺳﻨﺘﻲ ﻧ ﻛﺎﻧﻮ ﻴﺰ رو ﻣﻮرد ﺑﺤﺚ ﻗﺮار ﺧﻮاﻫﺪ ﮔﺮﻓﺖ و ﻳﻜﺮد  ﻓـﺎزی  آن ﺑـﻪ ﮔﻮ ﻧـﻪ  ای ﻃﺮاﺣﻲ ﻣﻲ ﺷﻮد ﻧﺘﺎ ﻛﻪ ﻳﺠﻲ ﺗﺤﻠ ﻛﻪ از ﻴﻞ ﭘﺮﺳﺶ ﻧﺎﻣﻪ  ﻫـﺎی  ﻓـﺎزی  ﺑـﻪ   دﺳـﺖ ﻣـﻲ آ ﻳـﺪ  ﺑـﺎ ﺗﻌﺮ ﻳـﻒ وﻳﮋﮔﻲ ﻫﻤﺎﻫﻨﮕﻲ ﺑﻴﺸﺘﺮی ﺑﺎﺷﺪ ، ﻫﺎی ﻛﻴﻔﻴﺖ ﻛﺎﻧﻮ داﺷﺘﻪ  .روﻳ ﻜـﺮد ﭘﻴ ﺸـﻨﻬﺎدی    در ﺷـﺮﻛﺖ ﭘـﺎرس ﺧﺰر ﺑﻪ ﻃﺒﻘﻪ ﻣﻨﻈﻮر  ﺑﻨﺪی وﻳﮋﮔﻲ ﻫﺎی ﭘﻨﻜﻪ ی ﭘﺎﻳﻪ ﺑﺮرﺳ ﺑﻠﻨﺪ ﻣﻮرد ﻲ ﻧﺘﺎ ﻗﺮار ﮔﺮﻓﺖ و ﻳﺞ  آن ﺑﺎ ﻣﺪل ﺳﻨﺘﻲ ﻓﺎز ﻛﺎﻧﻮ و ﻣﺪل ی ﻛﻪ ای  ﻟﻲ   ارا ﺑﻮد 2009 در ﺳﺎل ﮔﺮﻓﺖ ، ﺋﻪ داده ﻣﻮرد ﺳﻨﺠﺶ ﻗﺮار .  ﻧﺘـﺎﻳﺞ ﻧﺸﺎن داد روﻳﻜﺮد ﻓﺎزی اراﺋﻪ ا ﺑﺮﺧﻲ و ، ﺷﺪه در ﻳﻦ ﭘﮋوﻫﺶ از ﻳﮋﮔﻲ ﻫﺎ ﺑﻲ»ی ﻣﺪل « ﺗﻔﺎوت در   ﻫـﺎی ﺳﻨﺘﻲ ﻛﺎﻧﻮ  و روﻳﻜﺮد ﻓﺎزی ﻟﻲ راﺑﻪ ﮔﻮﻧﻪ ای ﻣﺘﻔﺎوت  ﻃﺒﻘـﻪ  ﺑﻨـﺪی  ﻣـﻲ  ﻛﻨـﺪ . درﻧﻬﺎﻳـﺖ  ﺑـﻪ   ﻛﻤـﻚ درﺻﺪﻫﺎی ﻓﺎزی و ﻣﺤﺎﺳﺒﻪ ﺷﺪه، ﻳﮋﮔﻲ ﻫﺎی ﻛﻴﻔﻴﺖ رﺗﺒﻪ ﺑﻨﺪی ﺷﺪﻧﺪ.

کلیدواژه‌ها

عنوان مقاله [English]

A Survey of the Factors Affecting International Exhibition Center Branding (Case Study: Iran Fair)

نویسندگان [English]

  • M.R. Sadeghi Moghadam 1
  • A. Zarei Dudaji 2
  • A.A. Sadeghi Moghadam 3
1 Assistant Prof. University of Tehran, Iran
2 2. M.Sc. University of Gilan, Rasht, Iran
3 M.Sc. University of AlamehTabatabaei, Tehran, Iran
چکیده [English]

Abstract: Classical Kano model with respect to Deterministic approach in questionnaire and evaluation table, unable to get partial tendencies of customers. For this reason in this paper in addition to Expression of the shortcomings of traditional Kano questionnaire and introduce its Fuzzy approach, Traditional Kano evaluation table will also be discussed and its Fuzzy approach is designed so that the results derived from the analysis of Fuzzy questionnaires be more adopted with The definition of quality Attributes of Kano model. The proposed approach was evaluated at Pars Khazar Company on Long base Fan in order to classification of the Fan attribute. The results were compared with the traditional model of Kano and the Lee model (2009).The results showed some of the features classified “indifferent” with traditional models and Lee model, but with proposed model classified differently. Finally, with Fuzzy percentages calculated, quality attributes were rated.

کلیدواژه‌ها [English]

  • Fuzzy Kano Questionnaire
  • Fuzzy Kano Evaluation Table
  • Classification of Quality Attributes
  • Analysis of Customer Needs

مراجع

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