Classifying customer handcraft jewellery requirements and determining satisfaction levels using the kano model: a case study of oltu stone (jet stone)

Abstract

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.