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Adeyemi, H O, Adejuyigbe, S B, Ismaila, S O and Adekoya, A F (2015) Low back pain assessment application for construction workers. Journal of Engineering, Design and Technology, 13(03), 419-34.
Glatte, T (2015) Location strategies: methods and their methodological limitations. Journal of Engineering, Design and Technology, 13(03), 435-62.
Mekid, S and Shang, M (2015) Concept of dependent joints in functional reconfigurable robots. Journal of Engineering, Design and Technology, 13(03), 400-18.
Mlitwa, N W B and Wanyonyi, D W (2015) Towards interactive open source based m-Learning solution: the m-Chisimba framework. Journal of Engineering, Design and Technology, 13(03), 463-85.
Mtunzi, B and Meyer, E L (2015) Design and implementation of a directly cooled PV/T. Journal of Engineering, Design and Technology, 13(03), 369-79.
Tartibu, L K, Sun, B and Kaunda, M A E (2015) Optimal design study of thermoacoustic regenerator with lexicographic optimization method. Journal of Engineering, Design and Technology, 13(03), 499-519.
Verma, S K and Kaushik, B K (2015) Bus encoder design for crosstalk and power reduction in RLC modelled VLSI interconnects. Journal of Engineering, Design and Technology, 13(03), 486-98.
Vinodh, S, Selvaraj, T, Chintha, S K and K. E. K., V (2015) Development of value stream map for an Indian automotive components manufacturing organization. Journal of Engineering, Design and Technology, 13(03), 380-99.
Wu, M, Wang, L, Li, M and Long, H (2015) Alleviating feature fatigue in product development based on the bass model. Journal of Engineering, Design and Technology, 13(03), 350-68.
- Type: Journal Article
- Keywords: customer satisfaction; product design; usability; bass model; feature fatigue; customer equity; word-of-mouth
- ISBN/ISSN:
- URL: https://doi.org/10.1108/JEDT-04-2013-0026
- Abstract:
Purpose – This paper aims to propose a novel method to predict and alleviate feature fatigue. Many products now are loaded with an extensive number of features. Adding more features to one product generally makes the product more attractive on the one hand but, on the other hand, may result in increasing difficulty to use the product. This phenomenon is called “feature fatigue”, which will lead to dissatisfaction and negative word-of-mouth (WOM). Feature fatigue will damage the brand’s long-term profit, and ultimately decrease the manufacturer’s customer equity. Thus, a problem of balancing the benefit of increasing “attractiveness” with the cost of decreasing “usability” exists. Design/methodology/approach – A novel method based on the Bass model is proposed to predict and alleviate feature fatigue. Product capability, usability and WOM effects are integrated into the Bass model to predict the impacts of adding features on customer equity in product development, thus helping designers alleviate feature fatigue. A case study of mobile phone development based on survey data is presented to illustrate and validate the proposed method. Findings – The results of the case study demonstrate that adding more features indeed increases initial sales; however, adding too many features ultimately decreases customer equity due to usability problems. There is an optimal feature combination a product should include to balance product capability with usability. The proposed method makes a trade-off between initial sales and long-term profits to maximize customer equity. Originality/value – The proposed method can help designers predict the impacts of adding features on customer equity in the early stages of product development. It can provide decision supports for designers to decide what features should be added to maximize customer equity, thus alleviating feature fatigue.