A Study on the Method of Identifying the Instrumental Performance and the Expressive Performance for the Support of New Product Planning

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  • 商品企画支援のための本質機能と表層機能の識別方法に関する研究
  • ショウヒン キカク シエン ノ タメ ノ ホンシツ キノウ ト ヒョウソウ キノウ ノ シキベツ ホウホウ ニ カンスル ケンキュウ

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We think that information on customer satisfaction is important in a lot of enterprises now. However, the important of the activity of customer satisfaction done in various enterprises is whether it was able to achieve the satisfaction of the target level. Therefore, thinking even about the clarification of the satisfaction structure to improve the value of satisfactory is a little in a lot of enterprises. In this study, we consider the methodology of useful for the product planner that can elucidate the structure of customer satisfaction. Concretely, we apply the satisfaction study on the instrumental performance and the expressive performance by J.E.Swan and L.J.Combs. And, we propose the method of identifying the instrumental performance and the expressive performance for the support of new product planning. We obtained the following facts as a result. We were able to derive an idea profitable to the new product planning by applying the study of the structural theory about customer satisfaction. In addition, we were able to propose the method of appropriately identifying the instrumental performance and the expressive performance by using Importance-Performance Analysis.

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