Analysis of customers’ satisfaction with automobile exterior panel stiffness: focus on the hood and doors of mid-sized sedan

The exterior panel is an important part of automobiles because it not only determines the cosmetic appearance but also resists external impacts, and the stiffness of exterior panels is among the survey items in the initial quality study (IQS) by JD Power. This study aims to investigate the effects of the stiffness of exterior panels on customer satisfaction levels because this relationship has not been studied extensively in the field of affective automotive engineering. Four effects were selected for this evaluation of exterior panel stiffness levels: hardness, consistency of deformation, thickness, and associated satisfaction levels. In the experiment, 54 Korean men ranging in age from their 20s to their 50s evaluated three exterior panel parts on nine mid-sized sedans. These parts included the hood, front door, and rear door. The results showed that customer satisfaction levels differed significantly depending on the panels and increased when the stiffness was greater. It was also identified that the participants evaluated panel stiffness levels with a force of up to 14 kgf. Customer satisfaction models were developed with the variables that were found to describe the mechanical properties of the panels. These models will be helpful to people involved in the design and control of the stiffness quality of exterior panels.