A critical review of techniques for classifying quality attributes in the Kano model

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‐rewar...

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