Increasing accuracy of the Kano model – a case study

This study focuses on the Kano model which is used to categorise the requirements of customers. The study describes the three most frequently used modifications of the Kano model and then systematically analyses the key effects of these modifications. A new approach – Type IV – is then proposed. Using Type IV, it is possible to eliminate the disadvantages identified in the above-mentioned existing approaches – the level of accuracy for the producer and the difficulty of the method for the customer. The proposed approach is based on a modification of the process of requirement categorisation intended to minimise the discrepancy zone between the calculated and the real position of a particular requirement. The Type IV Kano model is then validated by using an example of categorisation of requirements for after-sales services in the car industry. Validation found that the approaches proposed in this study significantly improve the accuracy of requirement categorisation without increasing the difficulty for the customer.

[1]  Liang-Hsuan Chen,et al.  Fuzzy approaches to quality function deployment for new product design , 2009, Fuzzy Sets Syst..

[2]  W. Edwards Deming,et al.  Out of the Crisis , 1982 .

[3]  L. Si-feng,et al.  Evaluation of customer satisfaction in automobile after-sales service based on grey incidence analysis , 2008, 2008 IEEE International Conference on Systems, Man and Cybernetics.

[4]  Arash Shahin,et al.  Development of the Kano model: A novel approach based on linear logarithmic transformation with a case study in an air travel agency , 2011 .

[5]  Gonasagren Vimlan Moonsamy,et al.  Using factor analysis to explore principal components for quality management implementation , 2014 .

[6]  Miroslav Hrnciar.  GAP ANALYSIS OF APPROACHES TO IMPLEMENTATION OF MANAGEMENT SYSTEMS , 2014 .

[7]  M. Roach,et al.  Increasing Web Survey Response Rates in Innovation Research: An Experimental Study of Static and Dynamic Contact Design Features , 2012 .

[8]  Ying-Feng Kuo,et al.  IPA–Kano model: A new tool for categorising and diagnosing service quality attributes , 2012 .

[9]  Donata Marasini,et al.  Intuitionistic fuzzy sets in questionnaire analysis , 2015, Quality & Quantity.

[10]  K. Tan,et al.  Integrating Kano's model in the planning matrix of quality function deployment , 2000 .

[11]  Bo Bergman,et al.  On integrating Kano's model dynamics into QFD for multiple product design , 2010, Qual. Reliab. Eng. Int..

[12]  Getting started in total quality management , 1991 .

[13]  Leonard L. Berry,et al.  Five imperatives for improving service quality , 1991 .

[14]  D. Flint,et al.  Customer Value Anticipation, Customer Satisfaction and Loyalty: An Empirical Examination , 2010 .

[15]  Yu-Cheng Lee,et al.  Quality function deployment implementation based on Fuzzy Kano model: An application in PLM system , 2008, Comput. Ind. Eng..

[16]  Jens J. Dahlgaard,et al.  A Route to Understand and Improve Quality In: Six Sigma and Related Studies in the Quality Disciplines , 2003 .

[17]  Mark C. Lee,et al.  Applying the Kano Methodology to Meet Customer Requirements: NASA's Microgravity Science Program , 1997 .

[18]  Hindy Lauer Schachter,et al.  Objective and Subjective Performance Measures , 2010 .

[19]  Chun-Chih Chen,et al.  Integrating the Kano model into a robust design approach to enhance customer satisfaction with product design , 2008 .

[20]  Joaquim Marques de Sá,et al.  Applied Statistics Using SPSS, STATISTICA, MATLAB and R , 2003 .

[21]  Jiju Antony,et al.  Typology of Kano models: a critical review of literature and proposition of a revised model , 2013 .

[22]  Li-Fei Chen,et al.  A novel approach to regression analysis for the classification of quality attributes in the Kano model: an empirical test in the food and beverage industry , 2012 .

[23]  Yu-Cheng Lee,et al.  A new fuzzy concept approach for Kano's model , 2009, Expert Syst. Appl..

[24]  N. Kano,et al.  Attractive Quality and Must-Be Quality , 1984 .

[25]  Hyun Jeong Kim.  Service Orientation, Service Quality, Customer Satisfaction, and Customer Loyalty: Testing a Structural Model , 2011 .

[26]  Ching-Chow Yang,et al.  The refined Kano's model and its application , 2005 .

[27]  E. Anderson,et al.  Strengthening the Satisfaction-Profit Chain , 2000 .

[28]  Marty Landrigan.  Improving Your Measurement of Customer Satisfaction , 1999 .

[29]  Yu-Cheng Lee,et al.  A new method to identify the category of the quality attribute , 2009 .

[30]  Takao Enkawa,et al.  Consumer evaluation perspectives of service quality: evaluation factors and two-way model of quality , 1991 .

[31]  Lars Witell,et al.  Classification of quality attributes , 2007 .

[32]  Adir Even,et al.  Data quality assessment in context: A cognitive perspective , 2009, Decis. Support Syst..

[33]  Keith Goffin,et al.  Beyond the Voice of the Customer: Ethnographic Market Research , 2012 .

[34]  Timothy P. Johnson,et al.  Response rates and nonresponse errors in surveys. , 2012, JAMA.

[35]  Kurt Matzler,et al.  How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment , 1998 .

[36]  G. Tontini.  Integrating the Kano Model and QFD for Designing New Products , 2007 .

[37]  Shu-Ping Lin,et al.  Refining Kano's 'quality attributes-satisfaction' model: A moderated regression approach , 2010 .

[38]  D. Brandt.  HOW SERVICE MARKETERS CAN IDENTIFY VALUE‐ENHANCING SERVICE ELEMENTS , 1988 .

[39]  Rajeev Jain,et al.  Integration of Kano’s Model into quality function deployment (QFD) , 2011 .

[40]  Giovanna Padula,et al.  Understanding the relationship between attribute performance and overall satisfaction: Theory, measurement and implications , 2005 .

[41]  Ching-Chow Yang.  Establishment and applications of the integrated model of service quality measurement , 2003 .

[42]  K. Sijtsma,et al.  How to develop a customer satisfaction scale with optimal construct validity , 2014 .

[43]  Giovani J.C. da Silveira,et al.  The mass customization decade: An updated review of the literature , 2012 .

[44]  Shao-Bin Lin,et al.  A new Kano's evaluation sheet , 2011 .

[45]  Arash Shahin,et al.  Integration of FMEA and the Kano model , 2004 .

[46]  Kurt Matzler,et al.  The factor structure of customer satisfaction , 2002 .

[47]  Mohamed Zairi,et al.  Kano model: A dynamic approach for classifying and prioritising requirements of airline travellers with three case studies on international airlines , 2009 .