Towards the fine-tuning of a predictive Kano model for supporting product and service design

Yuri Borgianni · Federico Rotini

30 citations0/0 files storedTotal Quality Management & Business Excellence

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Quality Function Deployment in Product Design Customer Service Quality and Loyalty Color perception and design

Abstract

Kano's theory analyses only the ‘current situation’ concerning the extent of customer satisfaction, which results from fulfilling monitored product/service attributes. Such an issue hinders the exploitation of Kano surveys for long-time design projects. On the other hand, trends regarding the shift of quality attributes reported in literature are not supported by rigorous research. In order to highlight evidence about changes in the main drivers for customer satisfaction, the authors have individuated and subsequently examined surveys of three analogous products or services performed by different research groups. The use of a quantitative reference model linking the performance of quality attributes to the ensuing satisfaction provides a clear picture of the transformation occurring within the role played by a plurality of customer requirements. The results of the investigation show remarkable differences in the evolution of quality attributes and point out new needs for the organisation of an experiment to validate the existing hypotheses that concern the transformation of Kano categories. More specifically, the paper stresses the importance of performing repeated tests with the same group of customers, paying attention to industrial sectors where performance is progressing quickly, considering uncertainties related to the output of Kano surveys.

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References

1984Attractive Quality and Must-Be Quality 1998The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions 1993KANO’S METHODS FOR UNDERSTANDING CUSTOMER-DEFINED QUALITY 2008An analytical Kano model for customer need analysis 2001User Expectations and Rankings of Quality Factors in Different Web Site Domains 2000Integrating Kano's model in the planning matrix of quality function deployment 2011A critical review of techniques for classifying quality attributes in the Kano model 2005Dynamics of service attributes: a test of Kano's theory of attractive quality

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