Abstract
In terms of customer satisfaction, by giving a product or service attractive attributes it is possible to create a new market and expand the share in an existing market, thus increasing profitability. However, there is a need for an examination of the attractive attributes, involving their quality and frequency of usage (quantity), that should be provided to customers at the time of purchase. In this study the customer's emotions of gratitude and guilt were investigated to explain why the effect of attractive attributes on customer delight is not always positive. Results suggest that the shape of the attractive curve in the model developed by Kano, Seraku, Takahashi, and Tsuji (1984) should be modified.
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