Incorporating affective customer needs f
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Sangwoo Bahn; Cheol Lee; Chang S. Nam; Myung Hwan Yun
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Article
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2009
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John Wiley and Sons
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English
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## Abstract In a highly competitive market, customers' product affection is a critical factor to product success. However, understanding customers' affective needs is difficult to grasp; product design practitioners often misunderstand what customers really want. In this study we report our experie