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Article
Publication date: 26 January 2010

Ting Wang and Ping Ji

The paper aims to help companies develop a better understanding of customer needs through quantitative analysis of Kano's model.

Abstract

Purpose

The paper aims to help companies develop a better understanding of customer needs through quantitative analysis of Kano's model.

Design/methodology/approach

A novel approach is developed to measure and quantify the relationships between customer satisfaction and the fulfillment of customer requirements (S‐CR) as depicted in Kano's model. A case study concerning notebook computer design is conducted to illustrate the application of the proposed approach.

Findings

By implementing the proposed approach, S‐CR relationship functions have been identified from Kano's model to illustrate the impact of different customer requirements on customer satisfaction. The case study demonstrates that the proposed approach can be implemented successfully.

Research limitations/implications

In order to identify the S‐CR relationship functions, several assumptions have been made in determining the shape of relationship curves in Kano's model. Future work could focus on improving the assumptions to derive the relationship functions more objectively.

Practical implications

The proposed approach enables companies to develop a better understanding of customer requirements by visualizing the impact of customer requirements on customer satisfaction through S‐CR relationship functions. More importantly, it provides a way for companies to integrate Kano's model with other mathematical models or tools to support engineering design.

Originality/value

The proposed approach goes beyond the qualitative analysis in Kano's model by identifying S‐CR relationship functions, both linear and nonlinear, to measure the impact of different customer requirements on customer satisfaction, which is currently a new attempt in the analysis of Kano's model for quality improvement.

Details

International Journal of Quality & Reliability Management, vol. 27 no. 2
Type: Research Article
ISSN: 0265-671X

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Article
Publication date: 8 March 2013

Arash Shahin, Masoud Pourhamidi, Jiju Antony and Sung Hyun Park

The purpose of this paper is to develop and suggest a reference Kano model.

Abstract

Purpose

The purpose of this paper is to develop and suggest a reference Kano model.

Design/methodology/approach

Existing Kano models have been classified into three types and, for each type, the curves, together with their corresponding evaluation tables, have been studied and a new type of the Kano model developed.

Findings

Findings imply that the existing types of the Kano model have weaknesses: starting points of the curves are not located in correct position; the sequence and slopes of the curves are not carefully illustrated; and the cells of Kano evaluation table are not coded correctly. Such problems have been resolved in the proposed Kano model.

Research limitations/implications

Empirical research is needed to examine the proposed type of Kano model, and to investigate the differences between the results of the application of the new and other types of Kano model.

Originality/value

This study provides a valuable reference model for researchers and practitioners, to be utilized in future investigations.

Details

International Journal of Quality & Reliability Management, vol. 30 no. 3
Type: Research Article
ISSN: 0265-671X

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Article
Publication date: 15 November 2019

Hossein Vaez Shahrestani, Arash Shahin, Hadi Teimouri and Ali Shaemi Barzoki

The purpose of this paper is twofold: first, to revise the Kano model with a focus on one-dimensional attributes; and second, to use the revised model for categorizing and…

Abstract

Purpose

The purpose of this paper is twofold: first, to revise the Kano model with a focus on one-dimensional attributes; and second, to use the revised model for categorizing and prioritizing various employee compensation strategies.

Design/methodology/approach

The Kano evaluation table has been revised and the one-dimensional attribute has been further extended to three categories of OO, OM and OA. In the next step, the literature review-based identified strategies have been categorized and prioritized according to the developed Kano model. Consequently, an employee compensation system has been proposed to a process-based manufacturing company as a case study.

Findings

Findings indicated that out of the 44 employee compensation strategies, typically 6 were must-be, 13 were one-dimensional, 18 were attractive and 7 were indifferent. Also, the results of the revised Kano model indicated that typically out of the 13 one-dimensional strategies, 7 were one-dimensional tending toward must-be (OM); and 6 were one-dimensional tending toward attractive (OA).

Research limitations/implications

The case study was limited to one company. The validity of the proposed model can be further studied in a larger population. This study provides managers with a more accurate instrument of decision making in selecting more differentiated employee compensation strategies, which, in turn, might lead to more employee satisfaction.

Originality/value

Theoretically, this study is different from existing studies, since almost none of the previous studies extended the Kano evaluation table for one-dimensional attributes. Practically, this study is another evidence of the application of the Kano model in the field of human resource management and in particular contributes to the design of employee compensation systems.

Details

The TQM Journal, vol. 32 no. 1
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 25 January 2011

Josip Mikulić and Darko Prebežac

The purpose of this paper is: to review the most commonly used approaches to the classification of quality attributes according to the Kano model; to identify the…

Abstract

Purpose

The purpose of this paper is: to review the most commonly used approaches to the classification of quality attributes according to the Kano model; to identify the theoretical/practical strengths and weaknesses of these techniques; and to provide guidance for future research and managerial practice in this area.

Design/methodology/approach

Based on an extensive review of the literature on the Kano model and the relevant marketing/management literature, five approaches (Kano's method; “penalty‐reward contrast analysis”; “importance grid”; qualitative data methods; and “direct classification”) are evaluated in terms of their validity and reliability for categorising attributes in the Kano model. Several illustrative examples provide empirical evidence for the theoretical arguments advanced in the study.

Findings

The Kano questionnaire and the direct‐classification method are the only approaches that are capable of classifying Kano attributes in the design stage of a product/service. Penalty‐reward contrast analysis (PRCA) is useful for assessing the impact of product/service attributes on overall satisfaction with a product/service, but its applicability to the classification of Kano attributes is questionable. The importance grid (IG) is not recommended for use with the Kano model. The critical incident technique and the analysis of complaints/compliments are valid for the Kano model, but have questionable reliability.

Originality/value

The study makes some important points about accurate semantic terminology in describing issues related to the Kano model. In particular, researchers should be aware that an attractive quality element (must‐be quality element, respectively) might in fact be a dissatisfier (satisfier, respectively), due to significant conceptual differences between performance in terms of the Kano model (i.e. objective performance) and subjective performance perceptions.

Details

Managing Service Quality: An International Journal, vol. 21 no. 1
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 5 March 2018

Sanjaykumar R. Gangurde and Saurabh S. Patil

The purpose of this paper is to apply the proposed methodology to develop the product as per customer’s requirements (CRs) and increase customer satisfaction (CS).

Abstract

Purpose

The purpose of this paper is to apply the proposed methodology to develop the product as per customer’s requirements (CRs) and increase customer satisfaction (CS).

Design/methodology/approach

The companies are using different methods to identify CRs and translate these requirements into new products. The Kano model is used to identify CRs. The result of the Kano model is used in quality function deployment (QFD) to decide the priority for improvements of CRs and the technical requirements.

Findings

The integration of the Kano model and QFD is applied on the mobile phone. The Kano model helps to find out the CRs which affect the CS, such as attractive (A) attribute, one (O)-dimensional attribute and must be (M) attribute. The QFD method helps to translate the CRs into technical requirements so that the designer can decide priority of requirements for improvement or new product development.

Research limitations/implications

The proposed methodology can be applied to different consumers as well as industrial products.

Originality/value

The Kano model has been used in manufacturing as well as service sector. This work explores its usefulness and applicability for consumer and industrial products.

Details

Benchmarking: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 9 January 2017

Arash Shahin, Somaye Mohammadi, Hossein Harsij and Mahmoud Reza Rahbar Qazi

The purpose of this paper is to revise the Kano evaluation table and separating indifference attributes in order to develop satisfaction and dissatisfaction indexes.

Abstract

Purpose

The purpose of this paper is to revise the Kano evaluation table and separating indifference attributes in order to develop satisfaction and dissatisfaction indexes.

Design/methodology/approach

The indifference requirements have been separated and reclassified, and after revising Kano satisfaction and dissatisfaction indexes based on the new evaluation table, the developed Kano model has been examined in the city of Isfahan regarding attributes of candidates in the presidential election of 2013.

Findings

According to the new classification, the indifference attributes can be separated into seven types. The results of the case study also show that among 20 priorities of the presidential candidates, payment of subsidy, offering loan and financial facilities are must-be attributes; protecting investment and national production, export incentives and increasing national unity are attractive attributes; and the remaining are one-dimensional attributes.

Practical implications

The case study implies that the findings are dependent on the cultural and social context of the respondents. On the other hand, the findings of Kano model analysis are limited to short-time periods.

Originality/value

This research is typically unique in separating indifference attributes and in revising the satisfaction and dissatisfaction indexes of the Kano model. Practically, the application of the Kano model in the presidential election is also a new subject.

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Article
Publication date: 11 May 2015

Reza Salehzadeh, Arash Shahin, Ali Kazemi and Ali Shaemi Barzoki

Literature review indicates lack of using the Kano model in organizational behavior domain and managers’ satisfaction. The purpose of this paper is to propose a Kano-based…

Abstract

Purpose

Literature review indicates lack of using the Kano model in organizational behavior domain and managers’ satisfaction. The purpose of this paper is to propose a Kano-based model for managers’ satisfaction.

Design/methodology/approach

In order to examine one of the proposed behaviors in this model, the role of employees’ organizational citizenship behavior (OCB) as an attractive behavior, has been investigated. The statistical population includes managers of the Isfahan’s financial service industries. After distributing questionnaires, 224 accurate questionnaires have been used for data analysis. In designing the survey questionnaire, the OCB questionnaire developed by Podsakoff et al. (1990) and Bell and Menguc (2002) has been used. For each of the OCB dimensions, some questions have been initially designed; then after collecting data, by using Kano evaluation table, the behavior types have been determined.

Findings

Findings imply that by using the Kano model, five types of behaviors, i.e. must-be, one-dimensional, attractive, indifferent, and reverse can be identified. The findings related to case study also indicate that out of five dimensions of OCB, three dimensions of altruism, sportsmanship, and civic virtue are located in Attractive category; the courtesy dimension is located in must-be category; the conscientiousness dimension is located in one-dimensional category; and in reverse category, no dimension is located. In general, OCB is located in attractive category.

Research limitations/implications

By using the results of this survey, a new classification of employees’ behaviors types can be suggested. The results of this study can help employees in understanding what kind of their behaviors causes managers’ satisfaction.

Originality/value

The results of this study have an important contribution in the literature of the Kano model and OCB.

Details

Journal of Management Development, vol. 34 no. 5
Type: Research Article
ISSN: 0262-1711

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Article
Publication date: 14 June 2011

Mu‐Chen Chen, Kuo‐Chien Chang, Chia‐Lin Hsu and I‐Ching Yang

By applying Kano model, this study attempts to investigate the categorization of home delivery quality elements derived from service convenience model and their impact on…

Abstract

Purpose

By applying Kano model, this study attempts to investigate the categorization of home delivery quality elements derived from service convenience model and their impact on customer satisfaction.

Design/methodology/approach

In this paper, the research framework and hypotheses are constructed through a literature review. Kano model is applied to classify the home delivery service elements into five quality attributes and gender is included to understand the difference of customer perception on the obtained quality elements. Statistical analyses of the collected questionnaires were computed based on the 476 effective responses regarding the home delivery service.

Findings

The results confirm that customers' perception of home delivery service elements are classified into one‐dimensional and must‐be attributes by Kano model, while this study contributes to the creation of attractive elements that significantly affect the customer satisfaction and owning an enormous potential to further differentiate competitors. Customer satisfaction is positively correlated with different types of service convenience. It also suggests that the customers with different gender have significantly different views to quality elements of home delivery service.

Originality/value

The major contribution of this study is that it attempts to examine the categorization of home delivery quality elements derived from service convenience model and their impact on customer satisfaction.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 23 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 11 January 2016

Susanne Gustavsson, Ida Gremyr and Elisabeth Kenne Sarenmalm

The purpose of this paper is to study how an account of multiple patient roles when using the Kano model in healthcare improvements can support identification of a wide…

Abstract

Purpose

The purpose of this paper is to study how an account of multiple patient roles when using the Kano model in healthcare improvements can support identification of a wide range of patients’ needs.

Design/methodology/approach

The study presented in this paper was part of a longitudinal action research study. The empirical material was collected by various methods (interviews, a focus group, participative observations, and a survey) over a two-month period within the Children’s and Women’s Healthcare department in a Swedish hospital. The respondents included the management team, healthcare professionals, patients, and the patients’ partners.

Findings

The study shows that incorporating a view of multiple patient roles into application of the Kano model, and using input on customer needs obtained from patients, relatives, and healthcare professionals, helps to identify a wide range of patients’ needs.

Originality/value

The view on patients within healthcare is being transformed from one based on servility to that of patients as customers. This paper elaborates on a hands-on way of applying the Kano model based on a view of multiple patient roles as a means to support this new patient view. The application builds on input from various groups (such as patients and healthcare professionals), and, by using input from various stakeholders. This approach appears to overcome a gap, identified in earlier research, of either relying solely on patients, or solely on healthcare professionals, when identifying patients’ need. Rather input from several groups – patients, relatives, and professionals – are suggested to be used in combination.

Details

The TQM Journal, vol. 28 no. 1
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 6 July 2015

Arash Shahin and Somayeh Mohammadi Shahiverdi

In previous studies, historical information of customer had been used for determining customer lifetime value (CLV). The purpose of this paper is to modify CLV estimation…

Abstract

Purpose

In previous studies, historical information of customer had been used for determining customer lifetime value (CLV). The purpose of this paper is to modify CLV estimation to be applied before producing a new product.

Design/methodology/approach

In this study, the CLV estimation has been modified using Kano satisfaction coefficient. The Kano satisfaction coefficient has been assumed as loyalty indicator in estimating CLV and related equations have been developed for allocating Kano requirements to various phases of product life cycle. The proposed approach has been examined in two new product options of the automobile industry. Finally, by using customers’ purchase records during three years, CLV has been calculated for both product development options.

Findings

Findings indicate that CLV of the first development option is equal to 407 million and 500,000 toumans and of the second option is equal to 392 million toumans, this difference is related to different requirements of the Kano model, and as a result, to different satisfaction coefficients. Therefore, the first option has been suggested for investing in developing new product.

Research limitations/implications

Application of the proposed approach is limited to short time periods. The findings are limited to the automobile industry.

Originality/value

The modified approach of estimating CLV can be applied for prospective new product development in addition to traditional approaches in which, only the historical data of sold products are used. In addition, using Kano satisfaction coefficient in estimation of CLV in short periods, seems an appropriate approach for competitive industries that focus on dynamic needs of customers.

Details

Benchmarking: An International Journal, vol. 22 no. 5
Type: Research Article
ISSN: 1463-5771

Keywords

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