Müşteri odaklı seçim modeli: Ayrık seçim deneyi ile Kansei Mühendisliğinin bütünleşimi

In today's age of technology and rapidly continuing globalization, consumers have become even more conscious and selective in their product choices. By taking advantage of the internet, people can see where the product is cheapest, learn the positive and negative aspects of the, and find another product alternative that satisfies the same need. Besides, designing products based on the product features and people's feelings is having of great importance for manufacturers to gain advantage at the market. In this regard, the studies of consumer behavior accelerated, and many new methods has emerged in this field. One of these methods, the Discrete Choice Experiment (DCE) uses design and analysis of experiments to reveal consumers' preferences on products and services. Another method, Kansei Engineering transfers people's psychological feelings and images to the product design process. In this study, a customer-oriented choice model reinforced by the integration of Kansei engineering and DCE is proposed. The aim of this model is to determine both product attributes and perceptions and feelings about the product. With the proposed model, both the product alternative that maximizes the customers' utility and the perceptions and feelings of customers are revealed. Unlike studies in similar context, it is planned to obtain results that are closer to the actual choice behaviors, since people directly choose from the alternatives offered instead of ranking or rating the product alternatives. In the model, firstly product attributes and Kansei words are collected by the help of subject matter experts/designers. Then, two consecutive experiments are designed. In the first experiment, customers are asked to choose their most preferred alternatives among hypothetical products created with the determined attribute. The data are analyzed using several discrete choice methods and accordingly, the alternative maximizes both the utility of the customers and the attributes' part-worth utilities is revealed. Next, the product alternatives created based on product attributes are presented to the customers in the Kansei Engineering Experiment. This time, to reveal the feeling and perceptions that the alternatives arouse in customers, the product alternatives are evaluated by the Kansei words. By using suitable quantitative methods, the words that define the products are revealed. At the end of two experiments, the attributes and feeling/perceptions of consumer-oriented product are elicited. The model was applied in designing a university course. At the end of the DCE, it was revealed that the students attach importance to the attributes that express how the examination is handled, and the problem-solving session will be held, and who will determine their groups for the term project. In addition, a course alternative that maximizes student utility has been generated. Then, after the KEE the relationship between course attributes and Kansei words is shown. This study contributes to the literature by presenting a choice model enhanced by the integration of DCE and Kansei Engineering. This model is an effective model that can be used in modeling the choices of all existing or non-existent products and services, and it simultaneously evaluates product attributes and customers' feelings and perceptions about the product.