El yapımı takı tasarımında müşteri gereksinimlerinin kano modeli ile sınıflandırılması: Oltu taşı örneği
Classifying of customer requirements in handmade jewellery design by using kano model: A case study of Oltu stone
Yazar: MUHAMMET ERSEGÜN ERCİŞ
Danışman: PROF. DR. ÇİĞDEM KAYA ; DOÇ. DR. BİLSEN BİLGİLİ
İstanbul Teknik Üniversitesi / Lisansüstü Eğitim Enstitüsü / Endüstriyel Tasarım Ana Bilim Dalı / Endüstri Ürünleri Tasarımı Bilim Dalı
Derece: Doktora, 2023
Konu: Endüstri Ürünleri Tasarımı = Industrial Design
Dizin: Endüstriyel tasarım = Industrial design

Özet:
Bu çalışmada, zanaatkârın tasarımcıyla iş birliği yaparak ürettiği el yapımı ürünlerde pazarlamanın, yani tüketici beklentilerinin belirlenmesi ile elde edilecek bilginin işletmenin başarısına katkısı tartışılmaktadır. Zanaatkâr ve tasarımcı arasındaki iş birliği ile tasarlanan el yapımı ürünlerde pazarlamanın desteği ile aranan özelliklerin belirlenmesini ve bu özelliklerin yaratacağı tatmin düzeyini belirlemeyi amaç edinen bu çalışmayla, zanaatkârların ürün tasarımına katacakları ürün özellikleri ve bu özelliklerin yaratabileceği etkiler görünür ve ölçülebilir hâle gelmiştir.
Bunun için araştırmaya konu olan üç zanaat ürününün karşıladığı gereksinimler ortaya çıkarılarak ürünlerin tüketicide yarattığı memnuniyet düzeyleri belirlenmiştir. Zanaatkâr, tüketiciyi memnun edecek ürün özellikleri konusunda aydınlatılmıştır. Bu çalışmadan elde edilecek bilgiler, zanaatkârın gelecekte üreteceği zanaat ürünlerinin özelliklerine yön vermesi ve ayrıca kaynak israfının önlenmesi açısından da önem taşımaktadır. 
Bu amaca uygun olarak yaptığımız araştırmada tüketici beklenti ve gereksinimlerini belirlemede en uygun metodun Kano olduğu belirlenmiştir. Kano modeli, tüketicinin gereksinimlerine yönelik olarak ürün özelliklerini sınıflandırarak karar vericilerin önceliklerinin ağırlıklandırılmasına olanak tanır. (Meng, vd., 2016). Bu yaklaşım, müşteri memnuniyetini artırma ve rakiplerden farklılaşma konusunda yüksek potansiyel sağlayacak ürün özelliklerinin belirlenmesine ve bu sayede işletmenin pazardaki varlığını sürdürmesine katkıda bulunur.
Bu çalışmada yukarıda belirtilen avantajları sağladığı ve zanaatkârın tüketici gereksinimlerini daha iyi anlamasına yardımcı olduğu için Kano modeli kullanılmıştır. Model, ürün veya hizmetlerde tüketicilerin gizli ve açık tüm gereksinimlerinin karşılanması gerektiği varsayımına dayanmaktadır (Shahin ve Zairi, 2009).  Çünkü günümüzde giderek artan rekabet ve ürün çeşitliliği karşısında tüm işletmelerin başlıca problemi, müşteri memnuniyetini ve farklılaşmayı sağlama noktasında yaşanan sıkıntılardır. Pazarda başarılı olmanın yolu müşteri ihtiyaçlarını anlamak, beklentilere uygun ürün tasarlamak ve geliştirmektir. Bunun için müşteri ihtiyaçlarının belirlenmesi, yorumlanması ve zanaat ürünlerine bu doğrultuda yön verilmesi gerekir.
Bu araştırma sonucunda bulgular Kano sınıflandırmasının üç kategoride toplandığını göstermektedir. Bunlar; "heyecan verici", "beklenen" ve "olması gereken" kategorileridir. Zanaatkarlığın ruhuna ve literatüre uygun şekilde, "el işçiliği", "özel tasarım" ve "doğadan esinlenme" özelliklerinin tüm analizlerde heyecan verici gereksinimler arasında yer aldığı görülmüştür. Bu özelliklerin, müşteriler için en fazla memnuniyet sağlayacak ve dolayısıyla zanaatkarın başarısına katkıda bulunacak gereksinimler olduğu sonucuna varılmıştır.

Abstract:
In this study the contribution of marketing, the knowledge obtained by determining consumer expectations, to the success of the business is discussed in the handcraft products produced by the craftsman in collaboration with the designer. It is aimed to determine the features of the products and the level of satisfaction created by these features in handcraft products designed with the collaboration between craftsmen and designers. The product features that the craftsman should add to his design and the effects of these features on consumers have become visible and measurable.
In the study, consumer expectations met by the three handcraft products, which are the subject of this research, were identified and the satisfaction levels created by these products on the consumers were determined and the craftsman was informed about the product features that will satisfy the consumers most. Beside the advantages that the methodology provides on expansion of the business, these information is also important in determining the characteristics of the handcraft products that the craftsman will produce in the future and also preventing waste of resources used in the production.
Kano model was determined as the most appropriate method in determining consumer expectations and needs since it allows weighting the priorities of decision makers by classifying product features for the needs of the consumer. (Meng, et al., 2016). This approach contributes to the specification of product features that will not only provide high potential for increasing consumer satisfaction but also differentiation from competitors, thus contributing to the survival of the business in the market.
Another reason of using the Kano model in the study is that it provides the above-mentioned advantages and helps the craftsman better understand the consumer needs. Kano model is based on the assumption that all hidden and explicit needs of consumers should be met in products or services (Shahin and Zairi, 2009). Due to the increasing competition in terms of prices and diversity in handcraft products, the main difficulty that craftsmen face is the inability to produce products ensuring consumer satisfaction and differentiation in the market. In order to achieve a persistant success in the market it is a must to identify and interpret the consumer needs correctly, then design and produce handcraft products in accordance with those expectations. 
As a result of this research, the findings indicate that the Kano classification is gathered in three categories which are; "attractive", "one-dimensional", and "must be". As in line with the spirit of craftsmanship and also the literature, "handcraft", "special design" and "inspiration from nature" were determined under the "attractive" catergory in all analyzes. It was concluded that these requirements are the features that will provide the most satisfaction for the consumers and thus contribute to the success of the craftsman.

Craftsmen are highly skilled people who often develop commercial products but also have creative vision. Craft businesses, on the other hand, have different characteristics and a unique structure than classical, small and medium-sized businesses. It is often difficult for these businesses to make an impact on the market. They are able to take advantage of the opportunities in the market to a limited extent due to the lack of resources and expert team and limited production capacity. Often the artistic vision that craftsmen wish to express may not be demanded by retailers and consumers. Therefore, they may have to compromise their vision in order to meet market demands in their products. In this regard, in order to maintain their presence in the market, they must take features such as material, cost, design and durability into account in their products in order to provide both functional and hedonic benefits.
For the continuity of the sector, a balance should be established between market demand and artistic vision. The delicate balance established between producing products and creating art forms the strategic path that craft enterprises will follow, depending on their small scale and limited financial resources.
The most important tool of the craftsmen is to be authentic and add their own taste to their products. However, the sustainability of this profession depends on understanding the demands which requires a thorough research of the market. Market research means analysis of customer needs, interpretation of consumer expectations and determination of requirements. This is one of the biggest shortcomings of the craftsmanship business and this research is meant to shed light on the solution of this problem.
In this regard, a research was conducted to determine expectations in handmade jewellery and a focus group interview was held with 10 female consumers interested in jewellery. Open-ended questions were asked to the women who participated in this interview about the features they look for in handmade jewellery, the ones that were similar to each other were classified and a total of 20 features were determined. Within the scope of the study, the Kano model was used to classify consumers' needs regarding handmade jewellery and determine their priorities. Surveys prepared based on the model and requirements were applied to 52 female consumers through snowball sampling.
According to the results of the frequency analysis performed to determine the frequency of repetition of the requirements stated in the surveys, 17 out of 20 requirements were defined as indifferent features and 3 as attractive requirements. Among the requirements that do not make a difference, the ones that stand out are that the jewellery should have "uniform, conspicuousness, traditional and hard edges". The attractive requirements are that it must be "special designed, handcrafted and inspired by nature".
According to the results of the survey conducted on three craft product designs referenced in the research, being a "special design" for a jewellery also stood out as the most attractive requirement for all groups. It has been observed that products with attractive features will provide significant competitive advantage and customer potential to craftsmen. Participants perceive the skill, mastery, experience and personal touch in the initial design and find it attractive. In addition, durability and valuable appearance were other important features that the craftsman added to the product. This jewellery meets the requirements that participants care about. It provides required features that will bring profitability and advantage to the craftsman.
In the second design, all perceived features were in the category of indifferent features. However the most distinctive feature of today's markets is change. A feature that is in the category that does not make a difference at the beginning may later be perceived as a attractive product. Time is needed for this.
While the "special design and inspiration from nature" features perceived in the third product were among the attractive requirements, "simplicity" was among the must-haves. These three features were evaluated as competitive features based on the research results. In other words, these features created a unique, different identity and creativity perception in the product. The craftsman has added his unique taste and creativity to this product. It is a successful output, so it can contribute to the growth of the business of the craftsman.
As a conclusion, "personal design" as a feature of a jewellery stood out as the most needed requirement among all groups.