A study of design method of service to promote market value of products (Proposition of method of service using structure of QFD)

Abstract

In recent market environment, diversification of customer needs promotes that many various types of products require to be supplied in market place in short time periods. In addition, since commoditization of products is developed to reduce price of products, companies compete for both reduction of price and launch of new products in short time interval. In order to develop new products including additional value, creation and design of products combined with service is valuable as well as enhancement of quality of the products. In this study, we propose the method to create and design service included in products as service dominant logic. The service is created to promote value of products in process of usage of the products in the proposed method. Reviews of existed products are analyzed to investigate requirements of users and situation required by users is created from the analyzed data. Then, QFD (Quality Function Deployment) is utilized to design concrete services to generate the situation. We show characteristics of the proposed method to design the service included in products. Case study is performed to design new services included in electrical tooth brush by using the proposed method.