An Analysis of Customer Needs and Satisfaction: Application of Kano Model

By Dash, Sanjit Kumar | IUP Journal of Business Strategy, September 2017 | Go to article overview

An Analysis of Customer Needs and Satisfaction: Application of Kano Model


Dash, Sanjit Kumar, IUP Journal of Business Strategy


(ProQuest: ... denotes formulae omitted.)

Introduction

The Government of Karnataka is forming an alliance with Disney studios to open a Disneyland in Bengaluru. The Karnataka government is reportedly in talks with a private investor regarding land and other requirements for setting up the "Happiest Place on Earth - Disneyland." Currently, there are six Disney theme parks around the world (Table 1).

Bengaluru is certainly one of the best places in India to open this park as it has what Disneyland demands. Bengaluru is good in terms of transportation and climate. Disney would want the park to be near a major transportation hub, most likely an airport and rail to get more customers to the park and Bengaluru has a well planned Kempegowda International airport which is quite near to the city. Disney looks for a place that is temperate round the year, which Bengaluru serves perfectly. Currently, Disneyland is in USA, Japan, France and China. It is a great thing for India that our name will be on this list of the "Happiest Places on Earth".

Incorporating the understanding of customer needs into operations is a key success factor. In this study, we have used Kano Model to find out the need of local customers and identify ways to improve customer satisfaction and ensure the future success of the Bengaluru Disneyland.

Kano Model

The Kano Model deals with product development and customer satisfaction, developed by Noriaki Kanoin in the 1980s, which classifies customer preferences into five categories.

Must-Be Quality

These quality attributes are also considered as basic requirements. It results in dissatisfaction when not fulfilled. Even if these requirements are fully fulfilled, they will not generate additional customer satisfaction beyond a neutral level. As these attributes are basic requirements of the e-customers, it is unlikely that they are going to tell the company about them when asked about quality attributes.

One-Dimensional Quality

These quality attributes result in satisfaction when fulfilled and dissatisfaction when not fulfilled. These are attributes that are told by the customers and the ones in which companies compete with each other. If these types of requirements are fulfilled, they can become a strong source of customer satisfaction and should, therefore, be given higher priority in designing product and service.

Attractive Quality

These quality attributes provide satisfaction when accomplished fully, but do not cause dissatisfaction when not fulfilled. These are the attributes that are not expected normally. Therefore, even if these attributes are not met they will not cause any dissatisfaction. They unexpectedly delight customers.

Indifferent Quality

These quality attributes do not result in either customer satisfaction or customer dissatisfaction.

Reverse Quality

These quality attributes refer to a high degree of achievement resulting in dissatisfaction and to the fact that not all customers are alike.

Advantages of the Kano Model

There are several advantages in using Kano Model. It helps in setting the priorities. Must-be attributes have the highest priority in product and service development. If the must-be requirements are already fulfilled at a satisfactory level, then improvements in onedimensional and attractive requirements should be done which has a much stronger influence on customer satisfaction. It helps in better understanding of requirements. Identifying and offering attractive attributes create more opportunities for product differentiation in the target market. It helps in the design trade-off process. Sometimes, two products requirement cannot be met simultaneously due to technical or financial reason, the Kano Model can be used to quantitatively identify which one has the greater influence on customer satisfaction.

Data and Methodology

In order to find the attribute which has a greater influence on customer satisfaction, the Kano Model was applied following the steps presented below:

Step-I

It involves surveying respondents (through questionnaires) about the function through a pair of questions (functional and dysfunctional). …

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