Integrating Kano Model and SIPA Grid to Identify Key Service Attributes of Fast Food Restaurants

Companies that want to maintain or raise profits in today’s competitive market need to keep a thumb to the pulse of customer opinion, and need to be prepared to make changes to services provided in order to better meet customer expectations. With this perspective as the driving principle, this study proposes the application of a Kano-SIPA integration model to compare the performance of quality attributes for fast food restaurants. It is shown that using such a model can allow management teams to draw useful conclusions about their customers’ level of satisfaction, and how they stack up against their competition. A case study of fast food restaurants in Taiwan is provided to illustrate the application of the model, and a priority classification system for service attributes is developed and implemented. Thus applied and interpreted, it is shown that a Kano-SIPA integration model is more effective and comprehensive than any of the Importance-Performance Analysis (IPA), Kano, or Simultaneous Importance-Performance Analysis (SIPA) models individually.

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