MODEL INTEGRASI PENCIPTAAN NILAI BERDASARKAN MODEL REFINED KANO DAN BLUE OCEAN STRATEGY

Sukwadi, Ronald ( Universitas Katolik Atmajaya)
Yang, Ching Chow ( Universitas Katolik Atmajaya)

Industrial and Systems Engineering Assessment Journal (INASEA)
Vol 10, No 2 (2009): INASEA Vol. 10 No. 2

It is not sufficient for a firm only to satisfy its customers. To be really successful, a firm must create value for its customers and also derive value from its customers-that is a ‘win-win’ strategy. In this study, the category of customer value will be redefined by suggesting a new category of ‘creative value’, then discusses how this category of ‘creative value’ relates to other forms of ‘value’. Then, the concepts inherent in the refined Kano model and associated with the Blue Ocean Strategy are explored. Using these concepts, an integrated model of ‘value creation’ are built and will be explained how this model can be used to determine appropriate improvement actions to enhance customer value, and also enhance customer retention, customer acquisition, and customer margin, all of which make significant contributions to company profits. A case study is presented to illustrate the application of the model in practice.