Understanding customer requirements of corrugated industry using Kano model

Mahima Gupta (School of Management, The NorthCap University, New Delhi, India)
Charu Shri (School of Management, The NorthCap University, New Delhi, India)

International Journal of Quality & Reliability Management

ISSN: 0265-671X

Publication date: 3 September 2018



The purpose of this paper is to illuminate concerned companies to develop a better understanding of customer needs through reference of Kano model.


This paper facilitates decision-making process for the productive use of strategy management through a case study approach for corrugated industries in India. A hybrid approach is employed by calculating coefficients of satisfaction with S-CR (customer requirements and customer satisfaction (CS)) relationship functions and self-stated importance evaluation.


Kano’s model provides an effective approach for both industries and academic research in classifying different customer requirements into different categories based on their impact on CS. It empowers to obtain competitive and factual information about customer needs.

Research limitations/implications

This study is limited in terms of sample size, domain of the study and the coverage of participants.


This paper suggests a valuable Kano approach for concerned organizations and practitioners, to correctly identify customer requirements and channelize their resources in right direction. Fulfilling customer requirements by providing them satisfaction and delight timely is only golden rule for sustaining in this competitive world.



Gupta, M. and Shri, C. (2018), "Understanding customer requirements of corrugated industry using Kano model", International Journal of Quality & Reliability Management, Vol. 35 No. 8, pp. 1653-1670. https://doi.org/10.1108/IJQRM-04-2017-0074

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