Getview vol 4 no 2 March 2014 by Pixie Studio

Committee of the Global Engineers & Technologists Review Chief Editor Ahmad Mujahid Ahmad Zaidi, MALAYSIA Managing Editor Mohd Zulkifli Ibrahim, MALAYSIA Editorial Board Dr. Arsen Adamyan Yerevan State University ARMENIA

Prof. Dr. Ravindra S. Goonetilleke The Hong Kong University of Science and Technology HONG KONG

Assoc. Prof. Dr. Gasham Zeynalov Khazar University AZERBAIJAN

Assoc. Prof. Dr. Youngwon Park Waseda University JAPAN

Assistant Prof. Dr. Tatjana Konjić University of Tuzla Bosnia and Herzegovina BOSNIA and HERZEGOVINA

Prof. Dr. Qeethara Kadhim Abdulrahman Al-Shayea Al-Zaytoonah University of Jordan JORDAN

Assistant Prof. Dr. Muriel de Oliveira Gavira State University of Campinas (UNICAMP) BRAZIL

Prof. Yousef S.H. Najjar Jordan University of Science and Technology JORDAN

Assoc. Prof. Dr. Plamen Mateev Sofia University of St. Kliment Ohridsky BULGARIA

Assoc. Prof. Dr. Al-Tahat D. Mohammad University of Jordan JORDAN

Dr. Zainab Fatimah Syed The University of Calgary CANADA

Assoc. Prof. Dr. John Ndichu Nder Jomo Kenyatta University of Agriculture and Technology(JKUAT) KENYA

Assistant Prof. Dr. Jennifer Percival University of Ontario Institute of Technology CANADA Prof. Dr. Sc. Igor Kuzle University of Zagreb CROATIA Assoc. Prof. Dr. Milan Hutyra VŠB - Technical University of Ostrava CZECH

Prof. Dr. Megat Mohamad Hamdan Megat Ahmad The National Defence University of Malaysia MALAYSIA Prof. Dr. Rachid Touzani Université Mohammed 1er MOROCCO Prof. Dr. José Luis López-Bonilla Instituto Politécnico Nacional MEXICO

Prof. Dr. Mohamed Abas Kotb Arab Academy for Science, Technology and Maritime Transport EGYPT

Assoc. Prof. Dr. Ramsés Rodríguez-Rocha IPN Avenida Juan de Dios Batiz MEXICO

Prof. Dr. Laurent Vercouter INSA de Rouen FRANCE

Dr. Bharat Raj Pahari Tribhuvan University NEPAL

Prof. Dr. Abdullah Saand Quaid-e-Awam University College of Eng. Sc. & Tech. PAKISTAN Prof. Dr. Naji Qatanani An-Najah National University PALESTINE Prof. Dr. Anita Grozdanov University Ss Cyril and Methodius REPUBLIC OF MACEDONIA Prof. Dr. Vladimir A. Katić University of Novi Sad SERBIA Prof. Dr. Aleksandar M. Jovović Belgrade University SERBIA Prof. Dr. A.K.W. Jayawardane University of Moratuwa SRI LANKA Prof. Dr. Gunnar Bolmsjö University West SWEDEN Prof. Dr. Peng S. Wei National Sun Yat-sen University at Kaohsiung. TAIWAN

Prof. Dr. Ing. Alfonse M. Dubi The Nelson Mandela African Institute of Science and Technology TANZANIA Assoc. Prof. Chotchai Charoenngam Asian Institute of Technology THAILAND Prof. Dr. Hüseyin Çimenoğlu Instanbul Technical University (İTÜ) TURKEY Assistant Prof. Dr. Zeynep Eren Ataturk University TURKEY Dr. Mahmoud Chizari The University of Manchester UNITED KINGDOM Prof. Dr. David Hui University of New Orleans USA Prof. Dr. Pham Hung Viet Hanoi University of Science VIETNAM Prof. Dr. Raphael Muzondiwa Jingura Chinhoyi University of Technology ZIMBABWE

Dear the Seeker of Truth and Knowledge

â&#x20AC;&#x153;Everything is now available on-lineâ&#x20AC;? First, over the past two decades of the way how scientific journals are published and disseminated has been a marked shift from the print versions of most journals to e-journal forms. Second, by the increasing competition for the publication of scientific research that has led to an increased emphasis on determining the perceived "quality" or "status" of a specific journal, then scientists want to publish papers in journals, especially in where their work is likely to have the highest impact. Third, many academic works are unnecessarily dense with respect to the writing style. Even though, it is worth noting that there are critics of the many-eyes concept. Sometimes this is unavoidable due to the prerequisite knowledge needed to grasp the underlying meaning of an article. Considering on above reasons, journals like GETview are certainly only want to publish original research that will have a significant impact and therefore it is necessary to explain how your paper differs from previous work, why your paper is important, and what new insights it presents. Since the GETview is also an online initiative designed to provide a platform for the disciplines of the engineering and technology sciences - where students and professionals alike can engage in provoking and engaging explorations of knowledge that push the boundaries of disciplinary lines by such opening space for cross-disciplinary discussions are, hopefully, it could inspires an intersectional investigation and consideration of the most compelling issues in our changing world now. Hence, in an ongoing effort to acquaint our readers with the prominent scholars making up the editorial board that advises and serves the GETview, we are honored to provide the independent's evidence-based and authoritative information also the advice concerning engineering, technology, and science to policy makers, professionals, leaders in every sector of society, and the public at large. Certainly, involving yours; with the interest and expertise, through paper submitted and published in the GETview.

Prof. Ahmad Mujahid Ahmad Zaidi, PhD. Chief Editor The Global Engineers and Technologists Review

ÂŠPUBLISHED 2014 Global Engineers and Technologists Review GETview ISSN: 2231-9700 (ONLINE) Volume 4 Number 2 March 2014 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, electronic, mechanical photocopying, recording or otherwise, without the prior permission of the Publisher.

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CONTENTS Vol.4, No.2, 2014 1.

DESIGN AND IMPLEMENTATION OF SPOT WELDING TRAINER FOR BODY SHOP ASSEMBLY LINE MUKHTAR, M.A.F.M., RAVI, S., ABIDIN, Z.F.Z. and SIMON, S.

STRUCTURAL MODEL OF CUSTOMER SATISFACTION USING THE INTEGRATION OF KE AND KM FEVI SYAIFOELIDA, HAERYIP SIHOMBING and YAHAYA, S.H.

ISSN 2231-9700 (online)

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DESIGN AND IMPLEMENTATION OF SPOT WELDING TRAINER FOR BODY SHOP ASSEMBLY LINE MUKHTAR1, M.A.F.M., RAVI2, S., ABIDIN3, Z.F.Z. and SIMON4, S. 1, 2, 3, 4 International College of Automotive DRB-HICOM Automotive Complex, Peramu Jaya Industrial Area P.O. Box 8, 26607 Pekan, Pahang, MALAYSIA 1 fatah@icam.edu.my 2 s.ravi@icam.edu.my

ABSTRACT The main purpose of spot welding trainer kit is used for the students during the body shop practical class. The scopes of this project is to develop a spot welding jig as a trainer kit, to hold the parts together during spot weld process (as safety tool for students/operators) and to facilitate the students when focusing on the welding point of the body parts. This paper also involve the jig patents review process and the preliminary design construction. The spot welding trainer kit also proves that it can expose the students to experience and discover the actual welding point on actual body and body parts similar to the actual process in body shop assembly line. A steel plate is clamped to the spot welding trainer kit and is used as a test plate to make the students familiar with the turning angle of spot welding gun. Keywords: Welding Trainer, Body Shop, Spot Welding Jig, Jig Patent, Turning Angle. Article History: Received 18 August 2013, Accepted 11 January 2014.

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INTRODUCTION

Welding jig is equipment used to locate and firmly hold a work piece together during a welding process. It has special type of frame used to establish the correct position of structural parts on the body prior to welding them. The welding jig is used in metal fabrication to perform repetitive assemblies. With the aid of a jig, semiskilled personnel can perform complicated assemblies guided by the jig. A teaching aid is any piece of equipment that can be used to help the students to learn (Nickerson and Zodhiates, 2013). Examples of teaching aids include the blackboard, a tape recorder, a CD player, computers, projector and others (Giza and Kosheleva, 2012). The jigs designs consists of a number of different approaches such as jigs planning, jigs layout design, jigs element design, tool body design, etc. The Figure 1 shows a jig design procedure, this procedure must be followed to ensure the development of a jig is correct. The jigs although they may be developed in parallel and not necessarily as a series of isolated activities in actual execution. Every jigs design must have three basic jigs concepts. They are Jigs layout is an embodiment of the concepts in the form of a spatial configuration of the fixture. The Jigs element design is concerned with the concrete details of the locators, clamps and supports and the tool body design produces a structure combining the fixture elements in the desired spatial relationship with the machine tool (Chiu and Kremer, 2011). Jigs planning

Jigs layout Data and design criteria: • Product • Operation • Equipment • Operator

Jigs element design

Jigs body design

Evaluation & approval, completion of design Figure 1: Procedure of jigs design.

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JIG DESIGN

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PROBLEM STATEMENT

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In the design of a jig, a definite sequence of design stages are involved. It can be divided into three methods or principals. They are locating methods, locating principals and clamping principals. Locating methods is the stage where information about locating the work piece surfaces for the purpose of performing a welding operation. Locating principals involve the consideration of basic principal of locating, referencing and repeatability. The clamping principals is where the locating and preventing movements of the work piece as the first basic function of a jig (Kakish et al., 2000). Jigs planning is to conceptualise a basic jig configuration through analysing all the available information regarding the material and geometry of the workpiece, operations required, processing equipment for the operations and the operator (Gnanaguru et al., 2010; Hargrove, 1995). The following outputs are included in the jig plan such as jigs types and complexity, number of workpieces per fixture, orientation of workpieces within fixture, locating datum faces, clamping surfaces and support surfaces. Generation of jigs layout is to represent the jigs concepts in a physical form. The following outputs are included in the jigs layout. Positions of locators, positions of clamps, positions of supports, if any, type of locators, Type of clamps, type of supports and clamping forces and sequence. Jigs element design is either to detail the design drawings on paper or to create the solid models in a CAD system of the practical embodiment of the conceptual locators, clamps and supports. It is possible to use standard designs or proprietary components. The following outputs are included in the jigs element design. During the procedure of jigs design some design criteria must be observed they are the design specifications, factory standards, easy of use, safety and economy (Maropoulos and Ceglarek, 2010).

At body shop laboratories, there is a common problem in conducting training for spot welding process. This is because of the limited parts problem such as the existing jigs cannot fully be used together with the test plates. The existing parts are very limited and quite expensive for practical training purpose. This will affect the quality of student learning. This proposal is discuss the problem related to body shop laboratory and come out with a suggestion of designing a teaching aid for spot welding. The Figure 2(a) shows the existing X Type gun. The problem is X type gun cannot perform spot welding due to difficult angle. The Figure 2(b) shows the C type gun. The C type gun can done spot welding but the gun is on the other station. So moving the gun is difficult. (a)

(b)

Figure 2: Type of gun for spot welding (a) X, (b) C.

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PROPOSED METHOD

This design is generally related to process equipment for spot welding of a test plate supported by nuts and bolts. Typical methods of spot welding involve placing actual parts on a jig. The parts must be separated from the jig after it has been welded together. The welded parts cannot be used on the same jig repeatedly. The parts for the jig are shown in Figure 3(a) and they are very limited. The solution for limited parts problem is by using test plate for spot welding learning process is shown in Figure 3(b).Various kinds of ways used in effort to secure the test plate on a jig. However, conventional jig are not suitable for securing a test plate for spot welding process. The test plate dimensions are taken as Mild steel plate in 60mm X 200mm and 100mm X 600mm. The Figure 4(a) shows the welding process and Figure 4(b) shows the test plate securing mechanism. The embodiment of this welding jig is relatively light weight which is easy to carry by one man and is highly portable. It has the characteristic of a jig such as support, clamp and jig body. The fastener wills firmly pressing the flanges structure and the test plate separately.

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(b)

Figure 3: (a) Part used for welding, (b) Test plate.

(a)

(b)

Figure 4: (a) Welding process, (b) Test plate securing mechanism.

The C-clamp is typically used to hold a wood or metal work piece, and is often used in, but is not limited to, carpentry and welding. These clamps are called C clamps because of their C shaped frame, but are otherwise often called G-clamps or G-clamps. The advantages of the clamp are provide enhance and safer grip, providing sensitive handling measure, made from composite material, can be back off where most of the quick clamps can only be fully released, disadvantages, expensive and slow movement. The Figure 5(a) shows the G clamp. Locking welding clamp designed to hold round, angled, or flat. The Figure 5(b) shows the Locking pliers. The advantages are providing enhance grip, quick release. The disadvantages are Difficult to use. The bolt and nut is a hardware device that mechanically joins or affixes two or more objects together. The bolt and nut is shown in Figure 5(c). The advantages of the bolt and nut is provide enhance grip, fastened and unfastened repeatedly and cheap. The disadvantages are hard to use. The objective of the research work is to design a new welding jig as a teaching aid and reduce limited parts problems. The scope of the research work is technical review jigs patent, study of jigs and develop welding jig as a teaching aid. (a)

(b)

(c)

Figure 5: (a) G clamp for welding, (b) Locking plier, (c) Bolt and nut.

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By following design drawing, a prototype of a jig has been made is shown in Figure 6. The location of the clamp first point is shown in Figure 7(a). The location of the clamp second and third point is shown in Figure 7(b) and Figure 7(c). The location of the clamp fourth point is shown in Figure 7(d).

Figure 6: The prototype.

(a)

(b)

(c)

(d)

Figure 7: The location of the clamp points (a) First, (b) Second, (c) Third, (d) Fourth.

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FABRICATION AND TESTING

After reviewing the prototype, the actual jig is fabricated according to the drawing and characteristic is shown in Figure 8(a). The finished welding jig is shown in Figure 8(a). The advantages are easy to carry and store, lightweight and using only a small space. Spot weld testing showed that the teaching aid is secure and safe to use. Every spot welding gun can be used during this testing with a lot of different angle of spot welding. The spot welding testing is shown in Figure 8(b).The improvement is made due to the fastener need to use 10 mm spanner to tighten the jig. By adding 19 mm washer on top of the bolt, the fastener can be more easy to use without using 10 mm spanner to tighten the jig. The Figure 9 shows the overall welding process using the jig for spot welding.

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(b)

Figure 8: (a) Finished welding jig, (b) Spot weld testing.

Figure 9: The overall welding process using the jig for spot welding

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CONCLUSION

The objective of this research project is to design a new teaching aid to help instructor teach their student and to reduce limited parts problems. By designing a new teaching aid, it proves that the teaching aid is safe to use and can help the students to experience the actual welding point on actual body and body parts similar to the actual process in production line at body shop assembly. By using a test plate that is clamped to the new teaching aid, it can help to reduce parts problem. The advantages of this welding jig are it can be located in many different angles on a body and parts. The test plate can be place in vertical or horizontal angle. Student can use the X type welding gun and the C type welding without having any trouble of handling the gun. Spot weld testing showed that the teaching aid is secure and safe to use. Every spot welding gun can be used during this testing with a lot of different angle of spot welding can help the students to experience the actual welding point on actual body and body parts similar to the actual process in production line at body shop assembly. REFERENCES [1] Chiu, M.C. and Kremer, G.E.O. (2011): Investigation of the Applicability of Design for X Tools During Design Concept Evolution - A Literature Review, International Journal of Product Development, Vol.13, No.2, pp.132-167. [2] Giza, B. and Kosheleva, O. (2012): Tools, Tasks, and Strategies: A Conceptual Framework for Using Free and ÂŠ 2014 GETview Limited. All rights reserved

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Open Source Software in K-12 Learning Activities. Proceedings of Society for Information Technology & Teacher Education International Conference, pp.3341-3347. Gnanaguru, R., Puvaneswari, K., Mallick, J., Jegadheesan, C., Sivakumar, V. and Devadasan, S.R. (2010): An Investigation into 6-S Auditing in an Aircraft Company, International Journal of Productivity and Quality Management, Vol.6, No.4, pp.495-517. Hargrove, S.K. (1995): A System Approach to Fixture Planning and Design, International Journal of advanced Manufacturing Technology, Vol.10, Iss.3, pp.169-182. Kakish, J., Zhang, P.L. and Zeid, I. (200): Towards the Design and Development of a Knowledge-Based Universal Modular Jigs and Fixtures System, Journal of Intelligent Manufacturing, Vol.11, Iss.4, pp.381-401. Maropoulos, P.G. and Ceglarek, D. (2010): Design Verification and Validation in Product Lifecycle, CIRP Annals - Manufacturing Technology, Vol.59, Iss.2, pp.740-759. Nickerson, R.S. and Zodhiates, P.P. (2013): Technology in Education â&#x20AC;&#x201C; Looking Toward 2020, Routledge, New Jersey, USA.

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STRUCTURAL MODEL OF CUSTOMER SATISFACTION USING THE INTEGRATION OF KE AND KM FEVI SYAIFOELIDA1, HAERYIP SIHOMBING2 and YAHAYA3, S.H. 1, 2, 3,

Faculty of Manufacturing Engineering Universiti Teknikal Malaysia Melaka Hang Tuah Jaya, 76100 Durian Tunggal, Melaka, MALAYSIA 1 fnurnadia@yahoo.com 2 iphaery@utem.edu.my 3 saifudin@utem.edu.my ABSTRACT Currently, any industries face the increasingly higher competition in their business pertinent to the customers' demands and product design requirements. The customer satisfaction is one of the challenges on how they can deliver the quality of product for their success and survival in today’s competitive environment. This research tries to find out the relevant features in the product development process and how they meet the characteristics required by the customers using Kansei Engineering (KE) and the Kano Method (KM). Both of approaches are integrated as the Structural Model of Customer Satisfaction that will be functioned to help the designer or producer to generate the questionnaire as an initial process to gain the data collection. On this research, the conceptual approach in product development using KE and KM is examined through a daily life product as a case study (pen product). The results shows that the pen design no. 4 (utilized with grip, clip, and click features) is the best design selected by the respondents due to make them comfortable (Kansei). This design also has the significant correlation to the Kano-5 (0.303, p<0.01) where the clip feature as the main priority needed in the design development process. Interestingly, the click feature is also the highest ranking of attributes needed in Kano approach. This study found that there are any relationship existed between the KE to KM and shows us that the perceived or quality attributes are influenced by the emotional design or Kansei response. Keywords: Kansei Engineering, Kano Method, Customer Satisfaction, Product Development. Article History: Received 7 January 2014, Accepted 21 March 2014.

1.0

INTRODUCTION

The customer purchases a product based on more subjective terms, such as manufacturer image, brand image, reputation, design, and impression. Although the products seem to be equal, Koehler and Harvey (2004) noted that this reason affect in decision making processes. This idea was rooted to the emotional processing occurred quickly when interacting with the product. Therefore, products that are coming out with the interesting, meaningful or important to the decision maker aid is necessary to become more efficient thorough processing when choosing a product made. Based on these reasons, the study about the relationship factors between products and peoples and how they are matched to the satisfaction are required. This is to address an ambiguous and abstract concept about “the state of satisfaction” that is varies individually due to the customers’ experiences and expectations related the product delivered to them. First, in order to increase the values of product, the company is necessary to employ theirs main strategic goals related to the product design due to today's markets has often become increasingly complex since the product requirements contains of more functions on user-friendliness, manufacturability, and ecological consideration. Specifically, on the shortened product life cycles that is likely increasing the development costs and contributes with the making errors in estimations of market trends. The companies are, therefore, necessarily to perform benchmarking studies by comparing with competitors on strategic, process, marketing, and product level. Second, the development factors towards the demand that triggers the introduction of a new research field which dealing with the collection of customers hidden subjective needs and their translation into concrete products. Since the consumer satisfaction is being the ultimate goal of any industries; the consumer wants and need is the primary driving functions of product development (Karbhari et al., 1994), the products should not only be functional at a physical level but also a psychological level; attractive at a subjective or emotional level. Here, a market-driven product development process is, therefore, a concern process for a company. By understanding the key factors that affect consumer’s evaluation (in the context of a new product in the early -

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phase of concept development), Veryzer (1995) argued that it is possible for a company to improve their making of right decision in the next phase of product design and development. Based on aforementioned, the development of structural model in designing consumer products is required for achieving customer satisfaction, especially in the context of the emotional aspects. This idea is to translate the customers’ need articulated in semantic attributes related to the product features and satisfaction. In this study, the product image towards the customer satisfaction is explored through the interpretation the design aspect to the emotional of satisfaction (Kansei Engineering, KE), where the Kano Method (KM) is employed to explore the quality attributes of the product. In this research, the integration of KE and KM as the existing tools of qualitative approach is utilized to examine and evaluate the emotional appeal of products and scales of response towards the quality and appearance of product during the development stage.

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THEORITICAL APPROACH 2.1 KE and KM Since the beginning of the 20th century, the study has been performed to examine and analyze the relationship between the words exist, meaning, and basic ideas of products, called Kansei. Schütte and Eklund (2003) stated Kansei is psychological sense which includes all the feeling of human senses; to see, hear, feel, and smell. Kansei is the way to interpret the behaviors of people, and study how their personal preferences to their feelings. Schütte et al., (2004) discussed about how to gain or describe the Kansei word towards the product experience that is influenced by behavior, attitude, knowledge, and feeling of the users. Principally, Kansei word is consisted of behavior, cognition, feeling, and attitude. The application of Kansei approach in all area can be classified or formulated as a method to enhance creativity through images with an embedded combination of feeling or emotion. Nagamachi and Imada (1991) claimed that the KE has a strong ability to deal with a current trend in accommodating customer emotional needs (Kansei). Kansei product is a product resulted from both qualitative and quantitative approaches in KE implementation. A successful Kansei product is developed by the amalgamation of design requirements through the experience and skill of product designers. Some noted examples of Kansei products are Miata (Nagamachi, 1999), Wacoal (Nagamachi, 2003), interior design of Boeing 7E7 (Guerin, 2004), and spectacle versus learning style (Sihombing et al., 2013). On that implementation, Kansei Engineering has been used at different point of the product development cycle where sensible flexibility exists in making decisions concerning any design aspects of the product. In order to investigate what the attributes required are installed in the product, the company have to define first the customers’ need in developing a product (Nagamachi, 2002). Furthermore, towards the customer satisfaction in the context of the using qualitative approach, the Kano Model described about which requirements of a product bring more than proportional satisfaction to customers. Here, Kano approach determined which requirements did not bring satisfaction when present, but brings dissatisfaction when they are not met. Kano brings a fresh quantity of customers’ expectation data to the final feature set decision process. This method provides an orderly and efficient way to sort through an initial new product feature list and identify a manageable set of features that will resonate with prospective customers. There are three distinct categories which affect to the customers in a different way identified through the product characteristic in Kano Model, such as Must-be (M), One-dimensional (O), and Attractive (A). Must-be (M) attribute is also known as dissatisfies. If these requirements are not fulfilled, the customer will be extremely dissatisfied. While the O, is also known as satisfiers, this requirement represents a proportional of customer satisfaction to the level of fulfillment. The higher level of fulfillment, the higher the customer’s satisfaction and vice versa. Furthermore, the A is also known as delighters. This requirement is the product criteria which have the greatest influence on how satisfied a customer will be with a given product. Attractive requirements are neither explicitly expressed nor expected by the customer. The additional three attributes are Indifferent (I), Questionable (Q) and Reverse (R) (Kano et al., 1984). By formulating the questions, what of customer need as a priority, Sauerwein et al., (1996) proposed the evaluation rule “M>O>A>I” to help the decision maker find out which the greatest influence on the perceived product quality that need to be improved.

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METHODOLOGY

In order to support the analysis conducted to the product development and also as the initial process in order to build the questionnaire, this study proposed the integration framework consisted of three elements as below.

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3.1 Semantic Differential (SD) Emotional Word Development In identifying what of the customers need through their emotions, a process must be designed and related to every word disclosed. Figure 1 shows two phases of how to articulate customer emotional. Phase 1 is a ‘Customer Emotional Word Exploration’. It is a process of how to collect the Kansei Word (KW); the combination comes from the external collection (i.e. Magazine) and the words articulated by users to the product design based on the existing products. Finally, a database of the new words are built and formed into a group of words (for a same meaning). The major word chosen is selected as a word used for the questionnaire development. Phase 2 is ‘Customer Emotional Word and Construction’. It is a process that involves the translation of the word in antonyms (opposite meaning) and synonyms (real meaning). Every single Kansei word are formed based on what the real meaning of words expressed in the scale of SD.

Figure 1: SD emotional word development.

3.2 Product Study Development In order to find out what of the exact requirements in the process of design, the first step is to find the elements required of the product design by using the existing products in the current market. Figure 2 shows that the pre-result of elements on the existed products as the main requirement of design required in the customer perspective as crucial information before the developing of final design.

Figure 2: Framework of product study.

3.3 Functional Product Development In this section, the results development of the words in Part 1 (Phase 1 & 2) as shown in Figure 1 was used to form the sentences or statements of Kano Method (Functional and Dysfunctional attributes). The results of development process in Figure 2 are used for the final requirement of design elements. The formation of functional requires a combination of positive words (synonyms), meaning, and function of the product itself. While for the formation of dysfunctional, it requires a combination of negative word (antonyms), meaning, and function of the product itself as depicted in Figure 3.

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3.4 Structural Model of the Integration of KE and KM As depicted in Figure 4, there are three major parts of the proposed structural model. The first part consists of SD Emotional Word Development (Figure 1); the second part is the Functional Product Development (Figure 2), while the third part is the Product Study Development (Figure 3). These three parts play as an important key to capture the elements of KE and KM performed in the product development. The combination of all of these parts produces the structural model of Kansei Engineering and Kano Method for product development. Here, the structural model is used to build the questionnaire as an initial process in order to gain the data collection in the real situation.

Figure 4: Structural model of customer satisfaction in product development.

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RESULTS AND DISCUSSION 4.1 The Customer Satisfactions and Requirements on KE and KM In this research, the pen product is selected as the main part of a survey conducted among students in three public higher education institutions in Melaka. The pen product is chosen as a case study because it is an important media in their activities (teaching and learning) and also as their daily used product. Based on the data collection for product design against what of the customer's want, the development of the questionnaire is constructed by using the integration framework. Here, the final Kansei Words (KW) of SD Emotional Word Development (Figure 3) acted as the first results. (Kansei Words is a word used to represent certain feelings of the customer regarding to the object that the words represent. A valid Kansei Word is the word that is understandable by the customer and would mostly represent their feeling toward the object). i)

Kansei words. In order to obtain a valid Kansei Word, the process in Phase 1 (Figure 3) is used to grab and gain the customer word. There are four steps involved in this process, first is starting with the combined result of words from the interview and the database of words. Furthermore, the word grouping process or analysis as a final process involved. For the preliminary study, the interview and survey session is randomly conducted through involving 20 students ÂŠ 2014 GETview Limited. All rights reserved

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selected who own the pens as the respondent. The purpose of the interview is to catch random words that are usually used by every person to represent the pens until the database of words is collected by referring to the pen collection in the market. Table 1 shows the final of Kansei words collected such as Convenience, Beautiful, Stylish, Attractive, Comfortable, and Firm. The Semantic SD Technique is used in order to act as the antonyms words towards the six final of Kansei words. The process involved is SD emotional word development (Phase 2). The six final of antonyms words and the meaning is selected for the highest ranking by the second interview. They are combined with Kansei words as pairwise words in SD Scale. Nevertheless, the weighted scale of seven is used for the preference of final product design by the respondents. The summary of the Kansei Words, meaning and antonyms (SD Emotional Word Development) as in illustrated in Table 1. Table 1: Summary results of SD Emotional Word Development. No

Kansei Words (KW)

Meaning

Word 1

Comfortable SD word : Miserable- Comfortable (MC)

Providing or experiencing physical well-being or relief

Word 2

Firm SD word : Slippery-Firm (SF)

Securely fixed in place, constant

Word 3

Convenience SD word : Irritating-Convenience (IC)

Something designed and created to serve a particular function and to afford a particular convenience or service

• Comfortable • Pleasant • Good • Friendly

Pleasing to the eye or mind, charming

• Attractive • Pleasant • Colourful

Word 4

ii)

Attractive SD word : Boring-Attractive (BA)

Synonyms and Antonyms Positively Negatively correlated to KW correlated to KW • Miserable • Light • Boring • Good • Unpleasant • Pleasant • Uncomfortable • Slippery • Plain • Sliding • Fixed • Fragile • Constant

Word 5

Stylish SD word : Simple-Stylish (SS)

Having style, smart, fashionable

• Colorful • Modern • Fashionable • Stylish

Word 6

Beautiful SD word : Ugly-Beautiful (UB)

Pleasing to the eye or mind, especially through beauty or charm

• Charming • Pretty

• Irritating • In mechanised • Poor Quality • Inconvenience • Boring • Dull • Poor Quality • Inconvenience • Simple • Common • Unbranded • Outdated • Ugly • Dull • Colourless • Gloomy

Elements design required. The main priority elements of design based on the existing products in the market as the preresult among the final design of pen survey is a clip. Table 2 shows the process results of pen design development that is started by investigating the other elements added to the characteristic and mechanism of product. The added characteristic element is a combination of cap and grip, while the mechanism element is a combination of click, press, and twist. The code no ‘1’ represents the element used or existed in the product, while code no ‘0’ is used to show the element is non-existed or not used in the products. Table 2: Elements in pen design development.

NO 1 2 3 4 5 6 7 8

ADDED CHARACTERISTIC CAP GRIP 1 0 1 1 0 0 0 1 0 0 0 1 0 0 0 1

MAIN REQUIREMENTS

MECHANISM CLICK 0 0 1 1 1 1 0 0

PRESS 0 0 0 0 1 1 0 0

TWIST 0 0 0 0 0 0 1 1

RESULT 1 2 1 2 2 3 1 2

CLIP 1 1 1 1 1 1 1 1

RESULTS 2 3 2 3 3 4 2 3

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Design 2

Design 1

Cap + Clip

Design 3

Cap + Clip + Grip Design 6

Design 5

Click + Press + Clip

Design 4

Click + Clip Design 7

Crip + Press + Click +Clip

(2014)

Click + Clip + Crip Design 8

Clip + Twist

Grip + Twist + Clip

Figure 5: Proposed designs.

iii)

The functional product development. The respondents are asked with questions in two different conditions, which are functional (where it is related to the condition about the pen used if there are existed) and dysfunctional (where it is related to condition if there are not existed). Kano form is functioned as nonlinearity of satisfactory condition of customer related to the existed and non-existed condition. The nine questions are developed for both functional and dysfunctional parts. The development of Kano is started after the selection of words in Kansei phase is completed. Table 3 shows the combination the functional product development towards the functional and dysfunctional domain represent the product design in Figure 5. The statements (of questionnaires) are indirectly representing the perceived attributes qualities (Kano Method) and the emotional (Kansei Engineering) response in product development. Table 3: Nine questions of Functional (F) Dysfunctional (DF) Statements. Functional Statements 1. A pen with a click makes me feel comfortable as it is provides physical relief when writing. 2. A pen with a grip helps me to feel firm and constant while holding when writing. 3. A pen with a twist makes me feel so stylish, smart and fashionable in doing my work. 4. A pen with a press helps me feel convenient as it affords a particular convenience while I’m writing. 5. A pen with a clip gives a way of being attractive and pleasing to the eye in doing my work. 6. A pen with a cap makes me look beautiful while writing and pleasing to the eye. 7. A triangular and transparent body color of a pen makes me feel stylish and helps me to draw smoothly. 8. Using a triangle and solid body color of a pen helps me to draw more beautifully and conveniently. 9. A pen with a triangular shape and with refill function makes me feel comfortable and easy to write. Dysfunctional Statements 1. A pen with a click makes me feel miserable as it is give uncomfortable when writing. 2. A pen with a grip makes me feel slippery and cause sliding while holding when writing. 3. A pen with a twist makes me feel so simple and plain in doing my work. 4. A pen with a press makes me feel irritated and cause annoyance while I’m writing. 5. A pen with a clip gives a way of being boring and uninteresting to the eye and do not help in doing my work. 6. A pen with a cap makes me look ugly while writing and displeasing to the appearance. 7. A triangular and transparent colour of pen body do not make me feel stylish and do not help to draw smoothly. 8. Using a triangle and transparent body colour of a pen does not help me to draw more beautifully and conveniently. 9. A pen with a triangular shape and with refill function does not make me feel comfortable or easy to write.

4.2 Result of the Developed Model Based on a Case Study: Pen The questionnaires are distributed to 220 students. All of the data of the survey is analyzed using Analytical Hierarchy Process (AHP) as a mathematical approach and Statistical Package for Science (SPSS) as statistical approach. 4.2.1 Preference design analysis Table 4 shows the most preference design by the correspondent using AHP approach where the most preference design is the Design no. 4 (17.47%) and followed by the Design no. 6 (16.59%). Figure 6 shows the preference choice among the respondent by using the AHP and the average analysis. The most affected Kansei Words in the Design no. 4 is more on ‘Miserable’ and ‘Comfortable’ (MC). The graph depicted that by the maximum value is 47 choices out of 72 (orange color), that is 5.24. Figure 7 clearly shows that the Design no.4 tends to ‘Comfortable’. In this case we can conclude that most of the respondents agree the Design no. 4 is their preference that represent mostly of their emotional design of comfortable. © 2014 GETview Limited. All rights reserved

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Table 4: Preference results of AHP analysis. VALUE OF AHP

PERCENTAGE

RANK

DESIGN-1 DESIGN -2 DESIGN -3

55 63 53

12.01% 13.76% 11.57%

4 3 5

DESIGN -4

17.47%

DESIGN -5 DESIGN -6 DESIGN -7 DESIGN -8 TOTAL

39 76 40 52 458

8.52% 16.59% 8.73% 11.35% 100.0%

8 2 7 6

Figure 6: Preference by AHP and Average analysis (Design 4).

Figure 7: Analysis of tending average (Design 4).

Table 5 shows that the Design no.4 is also the best design because most of the emotional feeling (Kansei) (4 out of 6 emotional feeling) is impacted in this design. Therefore, the Design no.4 is as a main priority of the pen product development since they represent comfortable, firm, convenience, and beautiful. Table 5: Results of KW preference by AHP analysis. KANSEI WORDS

PREFERENCE BY AHP ANALYSIS

MC SF IC BA SS UB

DESIGN 4 DESIGN 4 DESIGN 4 DESIGN 6 DESIGN 6 DESIGN 4

Figure 8 shows that all the selected the Kansei words (comfortable, firm, convenient, and beautiful) tend to more pass of their middle points. In this case we can conclude that mostly of the respondents agrees the Design no. 4 represents the Kansei words of the comfortable, firm, convenient, and beautiful.

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Figure 8: Analysis of tending average of Kansei Words (Comfortable, Firm, Convenient and Beautiful).

4.2.2 Attributes quality analysis Table 6 shows that the pen products based on the functional and dysfunctional is Indifferent attribute or it does not bring satisfaction or dissatisfaction. Cheng and Chiu (2007) interpreted the Indifferent attribute of quality as ‘customers do not care whether they are fulfilled or not’. Based on the ranking levels in Kano approach, the results show that the main priority to respondents is on the K1 (A pen with click). The results also show that the K1 has the maximum value of customer satisfaction (CS) attributes (0.183). Table 6: Results of Ranking CS-DS in Kano.

K1 K2 K3 K4 K5 K6 K7 K8 K9 MAX MIN AVE

CS-DS

RANK

KANO CATEGORY

0.400 0.383 0.000 0.000 0.000 0.016 0.017 0.131 0.089 0.400 0.000 0.115

0.217 0.217 0.000 0.000 0.000 0.000 0.000 0.197 0.125 0.217 0.000 0.084

0.183 0.167 0.000 0.000 0.000 0.016 0.017 -0.066 -0.036

1 2 5 5 5 4 3 9 8

I I I I I I I I I

Subsequently, the further analysis is conducted to examine whether any existing correlation appears between the emotional design quality and functional product quality. Table 7 shows that the significant correlation of Kano method is positive ways against the Design No.4, 6, and 8. This means that a pen with a clip (as a main requirement needed through product development studyTable 2) gives a significant value in this relationship (0.303, 0.340, and 0.282; p<0.01). Table 7: Correlation of Kano and Design. KANO Kano 1- A pen with a click Kano 2- A pen with a grip Kano 3- A pen with a twist Kano 4- A pen with a press Kano 5- A pen with a clip Kano 6- A pen with a cap Kano 7- A triangular and transparent color of pen body Kano 8- Using a triangle and transparent body color of a pen Kano 9- A pen with a triangular shape and with refill function ** Correlation is significant at the 0.01 level (2-tailed). * Correlation is significant at the 0.05 level (2-tailed).

DESIGN 4

DESIGN 6

DESIGN 8

.303**

.340**

.282*

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Based on Table 4, Table 6, and Table 7, we can conclude that the final pen design selected is the Design no.4 that consist of the elements of the clip, click, and grip (Table 8) where the Kansei words to represent this pen design is a comfortable product. Table 8: Results of data analysis. Main Priorities

5.0

Design No.4 (a pen with clip, click and grip)

Kansei Comfortable

Kano Click and Clip

CONCLUSION AND RECOMMENDATION

This study found that there are relationship existed between the KE and KM. An integration framework of the Kano Method and Kansei Engineering is examined through three different parts of studies towards the pen product as a daily used product. The result shows that the perceived attributes or qualities are influenced by the emotional design or Kansei response. The significant conclusions for this study are as follows: i)

The Design no. 4 (grip, clip, and click features or elements) is the best design selected by the respondents due to they give the feeling of comfortable (Kansei). This Design no. 4 also has the significant correlation towards the Kano-5 (0.303, p<0.01) with the clip elements as the main priority needed in the design development process, besides the click elements as the highest attributes based on ranking level in Kano (K1).

ii)

The attributes of ‘A pen with a click makes me feel comfortable as it is providing physical relief when writing’ (K1) should be given as a main priority in the pen product development due to the relationship is existed towards all of the emotional design.

This study gives the useful spectrum to the other researcher to gain more powerful product development in the future, and still on the customer satisfaction and requirement track. Further research should focus more on applying the integrated framework in order to evaluate and access the relationship of customer emotional needs or requirement to product attributes in the other product development domain. Since this study only focuses on the pen design, further study may require including more variables and the aspects involved in the design used, such as the color of the pen, more various design characteristics, material properties involved in the design, ink type, tip of the pen, and shape of the pen. By including more aspects in the design analyzed, more results that are accurate can be determined that would cover about physical, emotional, and technical aspects. REFERENCES [1] Cheng, B. E. and Chiu, W.H. (2007): Two-Dimensional Quality Function Deployment - An Application for Deciding Quality Strategy Using Fuzzy Logic, Total Quality Management, Vol.18, No.4, pp.451-470. [2] Guerin, J. (2004): Kansei Engineering for Commercial Airplane Interior Architecture, Proceeding of the 16th Symposium on Quality Function Deployment, pp. 19-26, 10 July 2004. [3] Kano, N., Seraku, K., Takahashi, F. and Tsuji, S. (1984): Attractive Quality and Must-be Quality. Hinshitsu: The Journal of the Japanese Society for Quality Control, Vol.14, No.2, pp.39–48 (in Japanese). [4] Nagamachi, M. and Imada, A.S (1991): Kansei Engineering; An Ergonomic Technology for Product Development, International Journal of Industrial Ergonomics, Vol.15, No.1, pp.3-11. [5] Nagamachi, M. (1999): Kansei Engineering - A New Consumer-Oriented Technology for Product Development. In W. Karwowski and W. S. Madras (Eds.), The Occupational Ergonomics Handbook, CRC Press, pp.1835-1848. [6] Nagamachi, M. (2002): Kansei Engineering in Consumer Product Design, Ergonomics in Design: The Quarterly of Human Factors Applications, Vol.10, pp.5-9. [7] Nagamachi, M. (2003): The Story of Kansei Engineering, Tokyo: Japanese Standards Association. [8] Sauerwein, E., Bailom, F., Matzler, K. and Hans, H. (1996): The Kano Model - How to Delight Your Customers, Proceeding of the International Working Seminar on Production Economics, Innsbruck/Igls/Austria, Vol.1, pp.313-327, 19-23 February 1996. [9] Schütte, S. and Eklund, J. (2003): Product Design with Heart and Soul; An Introduction to Kansei Engineering Methodology, Kansei Engineering Research Group, Linköpings Universitet, IKP/KMT. [10] Schütte, S., Eklund, J., Axelsson, J.R.C. and Nagamachi, M. (2004): Concepts, Methods and Tools in Kansei Engineering, Theoretical Issues in Ergonomics Science, Vol.5, Iss.3, pp.214-232. [11] Karbhari, V.M., Burns, J.S. and Wilkins, D.J. (1994): Total Quality Design; An Approach for Customer Satisfaction in Critical Advanced Technologies, Benchmarking for Quality Management & Technology, Vol.1, No.1, pp.65-88. © 2014 GETview Limited. All rights reserved

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[12] Koehler, D.J. and Harvey, N. (2004): Walking with the Scarecrow; The Information-Processing Approach to Decision Research, In J. W. Payne & J. R. Bettman (Ed.), Blackwell Handbook of Judgment & DecisionMaking , Malden, MA: Blackwell Publishing, pp.110-132. [13] Sihombing, H., Yuhazri, M.Y., Yahaya, S.H. and Syaifoelida, F. (2013): The Kansei Design Characteristics towards Learning Style, Journal of Engineering, Vol.2013, pp.1-29. doi:10.1155/2013/584656 [14] Veryzer, R.W. (1995): The Place of Product Design and Aesthetics in Consumer Research, Advances in Consumer Research, Vol.22, No.1, pp.641-645.

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