Kano Theory Research Articles

A Method for Adjusting the Semantic Acceptability of English Corpora Based on the Kano Model

The Semantic Accessibility Scale (SAS) is one of the criteria for systematically assessing the semantic readability of corpus texts. With the advent of the Internet, English language content has been widely distributed. This constitutes an adequate corpus for corpus research. However, how to assign and evaluate the semantic acceptability of English literary texts with the aid of corpus has become a hot topic of study for academics around the world. In this paper, we propose an analysis method for corpus semantic acceptance based on the Kano model. This method combines the Kano model with corpus semantic acceptance. Initially, the method identifies the initial corpus semantic acceptance demand items using the initial corpus semantic acceptance identification questionnaire. The Kano categories of each requirement item are then identified and filtered based on the second Kano questionnaire. In this paper, we propose a Kano-based method for corpus semantic acceptance requirement analysis and apply Kano theory to corpus semantic acceptance requirement analysis. First, the corpus semantic acceptance requirements are classified into corresponding Kano categories and filtered using a Kano survey; second, the initial weights of the corpus semantic acceptance requirements are determined using the coarse number method; and finally, the initial weights of the requirements are adjusted using the corresponding Kano adjustment coefficients to obtain the final weights of the corpus semantic acceptance requirements.

Customer satisfaction-oriented after-sales service node analysis for home appliance enterprise

After-sales service plays an increasingly vital role in home appliance enterprises. Quantitative analysis is supposed to be focused on when researching after-sales service for home appliance rather than qualitative analysis only. In addition, the importance of each node should be distinguished. To solve the two issues, a customer satisfaction-oriented after-sales service index system which can evaluate the quality of after-sales service nodes is presented based on customer satisfaction framework, and the key indexes with crucial influences on customer satisfaction are selected by association rule algorithm. The significance test verifies the effectiveness of the mining results. Besides, the importance of each key node is analysed by random forest. Furthermore, the quantitative analysis of the key nodes is performed by multiple linear regression and the moderating effect of consumption level is verified. Finally, the Kano theory and the prospect theory are employed to explain the results, and optimisation strategies are put forward.

Demand-driven Service Innovation: Discovery and Analysis in Chinese Law Libraries

AbstractThis article introduces readers to a new perspective on meeting library user needs. The author employs Kano theory to examine library user demands in Chinese law libraries and how law libraries in China have tried to meet user needs on three different levels. The Kano model was first introduced by Professor Noriaki Kano of Tokyo Rika University. The model was based on the assumption that customer needs are constantly changing and the question becomes how to meet library users’ evolving demands. The article summarizes demands of Chinese law library patrons on three levels: basic needs, performance, and excitement demands. Currently, most Chinese academic law libraries meet the basic needs of library users, but they need to further enhance user satisfaction and promote the law libraries’ status as a legal information center instead of merely a place to collect and house books.

Does the Importance of Apparel Product Attributes Differ by Country? Testing Kano’s Theory of Attractive Quality in Four Countries

Built on Kano's theory of attractive quality, this study posits that apparel attributes contributing to customer satisfaction differ by a country’s economic development level since consumers’ expectations toward apparel products change. Analyses with data collected in four countries (India, China, Korea, and the U.S.) supported all hypotheses. That is, apparel attributes were classified into different Kano’s categories by country. Attributes classified as performance and attractive categories contributed to satisfaction more than the attributes classified in the other categories, regardless of country. Collectively, the findings suggest that as a country's economy advances, the role of brand is diminishing and attributes such as fashionability and versatility become more important in creating customer satisfaction. By discovering the life cycle of each attribute and tracing the path from developing countries to developed countries, this study provides an initial tool to predict how consumers' expectations toward an apparel product shift as a country advances economically.

Analysis of Factors Influencing the Decision of Japanese Investors to Direct Investment in Thailand

The report studies the key factors of Japanese investors who decide to invest in Thailand. Using direct survey of executives of Japanese companies in Thailand of 162 companies in all business groups, which consisted of seven groups. Metal and Machinery, Transportation and vehicle, Chemical , Paper and Plastic, Electronics, Electric appliances and Other industries group. Data was collected using a questionnaire to measure the level of satisfaction which uses a seven-point likert scale questions and the results were processed and analyzed exploratory factor Analysis and structural equation. The variable using observations from studies in the past were 23 variables comprising economic variables, government & regulation and legal variables, Infrastructure variables, and the factors In terms of human resource. The results showed that the structural equation model of factors critical to the investment of Japan in Thailand. Political and Economic Potential effects of the maximum. Followed by the Learning Growth and Long-term disaster Protection. Law, Regulation and Practicing and Infrastructure factor has no direct effect on of Japan's direct investment in Thailand however they were indirect representation. When Kano's theory applied to the analysis of structural equation found. Performance dimension on theory of Kano that influence of Japanese direct investment in Thailand a rising were Reasonable wage, Economic and Exchange rates stability. Stable political. Logistics system efficiency. And the development of Long-term disaster protection. The factors that make Thailand is inviting and attractive for investment or Attractive dimension on Kano's Theory and it is different from other countries were develop The competition and modernized tax system as well as improving The standard of education.

Towards the fine-tuning of a predictive Kano model for supporting product and service design

Kano's theory analyses only the ‘current situation’ concerning the extent of customer satisfaction, which results from fulfilling monitored product/service attributes. Such an issue hinders the exploitation of Kano surveys for long-time design projects. On the other hand, trends regarding the shift of quality attributes reported in literature are not supported by rigorous research. In order to highlight evidence about changes in the main drivers for customer satisfaction, the authors have individuated and subsequently examined surveys of three analogous products or services performed by different research groups. The use of a quantitative reference model linking the performance of quality attributes to the ensuing satisfaction provides a clear picture of the transformation occurring within the role played by a plurality of customer requirements. The results of the investigation show remarkable differences in the evolution of quality attributes and point out new needs for the organisation of an experiment to validate the existing hypotheses that concern the transformation of Kano categories. More specifically, the paper stresses the importance of performing repeated tests with the same group of customers, paying attention to industrial sectors where performance is progressing quickly, considering uncertainties related to the output of Kano surveys.

A Customer's Requirements Analysis Approach for Kano’s Model

Modularity has been recognized as a vital factor to implement mass customization. To obtain the optimization project of modular design, customer's requirements must be gained firstly. There has different level for each customer's requirement. So, the classification technology of customer's requirements, which using KANO model investigate questionnaire, is expatiated in this paper. Then, the attribute class of customer's requirements can be gained. A questionnaire, which using the household hanging air-conditioning system as an example, is proposed in this paper. The result, which using KANO theory to analyze, demonstrates the feasibility of the proposed approaches.

Cross‐cultural investigation of US and Indian consumer’s apparel attribute choices applying Kano’s theory

PurposeApparel product attributes on which consumers place importance may change as a country's economy progresses. Built on Kano's theory, this paper seeks to categorize important apparel attributes in USA (developed country) and India (developing country) and compares the results to predict the pattern of change.Design/methodology/approachThe research involved questionnaire surveys from a sample of 670 college students in two countries: the USA (335) and India (335). Data was collected from a Midwestern university in the USA and from colleges affiliated with a university in southern India.FindingsThe attributes assigned to Kano's categories of must‐be, performance, and attractive were found to be different by respondents from the USA and India. For example, “fitting” is classified as a must‐be category for US consumers while it belongs to performance category for Indian consumers. “Brand” was an indifferent category in the USA while it was classified as an attractive category for Indian consumers.Practical implicationsThe findings provide US apparel companies with more definitive information on effective marketing strategies for the Indian market and similar developing countries. For example, companies seeking to do business in India must understand that important attributes for Indian consumers will change as the country progresses.Originality/valueThough previous studies on consumer evaluation of apparel product attributes exist, they failed to examine how important attributes for consumers’ purchase decision changes. This study makes a new contribution to the discipline by providing means to anticipate future important attributes.

Idea of Quality Versus Idea of Excellence

This study investigates professionals on the field of quality, are responsible to give to customer honest clarification of fundamental ideas. Quality movement is losing credibility with suggesting that the idea of quality is replacing with the idea of excellence. Findings are based on more than 25 years of practice in professional promotion of quality: in consulting on private and public sector, from 1990 lead auditor at SIQ (Slovenian Institute of Quality), from 1998 lead assessor – commission for Slovenian Excellence Quality Award. Theory is developed based on: Noriaki Kano theory of Attractive quality, Tito Conti ideas on TQM and applications problems of Excellence model, Practical case of General Hospital Novo Mesto (in 1998 first attempt of using EM, than forced to build QMS based on ISO 9001 and then returned to practice EM). Findings: We really need to amplify and to understand the concept of quality in a much wider way. To treat excellence related activities separated from all others quality management activities is not god solution. The name of EFQM Excellence Model should be replaced with Quality Management Model. Research limitations/implications: This paper present findings mainly based on practice in Slovenia and especially in public sector where practicing of CAF is not giving expected benefits. Practical implications: The three styles of quality management (improvements to reach demands, improvements to reach expectations, improvements to react on new conditions and needs) should be connected with personal development. Theory is developed based on: Noriaki Kano theory of Attractive quality, Tito Conti ideas on TQM and applications problems of Excellence model. We need integration moments. Integration is other word for creativity and health. It leads to integrity. Excellence is only one of three states of quality. If we ask: How? The answer is bad, good or excellent. All three are possible states of the same parameter.

Integrated Quantitative Analysis of Customer Satisfaction Based on Kano's Model

The satisfaction of customer requirements (CRs) is the objective of product configuration. A methodology Based on the Kano's model was proposed to explore customers' stated needs and unstated desires and to resolve them into different categories which have different impacts on customer satisfactions (CSs). The customer satisfactions are classified into group satisfaction and individual satisfaction, and each of them has three types with Kano theory. Group requirements items were selected frequently by the same kind of customers. Individual requirements were specified by the customer himself. Based on a combination of group satisfactions and individual satisfactions, the integrated satisfaction was determined. A case study is provided to illustrate the effectiveness of the presented method.

A service quality map based on Kano's theory of attractive quality

PurposeThis paper aims to provide a quantitative decision approach to the service quality management, developed on the basis of Kano's theory of attractive quality. The proposed approach aims at exploiting contacts with service made by “mystery guests” rather than traditional surveys on customer opinions.Design/methodology/approachA specific probabilistic model of the process of serving quality is the adopted basic tool. Multiple comparison tests aimed at controlling the service quality are the core of the proposed decision approach. In order to collect the needed sampling data, a few mystery guests who experience many customer‐service contacts are employed.FindingsA quantitative decision methodology which both allows one to evaluate the actual service quality level and provides, via comparison tests, a tool to highlight the weak and strong points of the service delivery process.Originality/valueThe proposed quality map is an original graphical tool, which enables one to pin‐point strengths and failings in service quality, prioritize corrective actions and recognize improvements, if any. The operative value of the whole methodology is tested through a real application to the hotel service industry.

Applying Kano Theory on Career Service in Library & Learning Resources of University of Borås

The purpose of this research is to evaluate the career service in Library& Learning Resources of University ofBorås (HB) and its communication channels with students based on the Kano theory in order to find which currentservices are basic needs, expected needs and attractive needs of students. Especially seeking potential attractivequality can make students know and experience the career service on their own initiative. From the analysis ofKano questionnaire, we could not only know students’ different needs clearly but also find suggestions andrecommendations of improvement for the future.

이원적 인식에 따른 의류점포 서비스품질특성에 관한 연구

The purposes of this study are to identify service quality elements using Kano's theory, and to examine differences in service quality characteristics among apparel store types. Women over 20 years-old from metropolitan areas in South Korea participated in the study and a quota sampling method was used. The questionnaire was composed of three sections; importance of quality, degree of satisfaction, and demographic factors. Data from 525 questionnaires were used for the statistical analysis. The results were as follows: First, four factors of service quality(sales person, variety of goods, policy, and facilities) were identified. According to Kano's quality elements, sales person was categorized into both one-dimensional quality and must-be quality, and variety of goods, policy, and facilities categorized into attractive quality. Second, sales person, in all store types, was included in one-dimension quality elements and sales person and variety of goods, in local store, were included in attractive quality element. Service policy, in chain store and local store, was included in attractive quality element. Findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the store service strategies.

Two Decades of Using Kano's Theory of Attractive Quality: A Literature Review

Over the past two decades, the multidimensional model of quality attributes that is often referred to as “Kano's theory of attractive quality” (Kano et al. 1984) has gained increasing exposure and acceptance among academics and practitioners alike. Despite this, no research has provided a systematic review of the subsequent development of this theory since its introduction. The aims of this study are: a) to synthesize and organize the extant literature on the subject; and b) to suggest areas that require further research. A review was conducted of 33 papers related to the theory of attractive quality. The content of these papers was analyzed and theoretical and methodological research themes were identified. The study revealed several interesting developments with respect to methodological issues. Many of these, however, lack sufficient scientific rigor to be accepted as valid contributions to the further development of the theory of attractive quality. The findings of the study also provide guidance to managers on how to incorporate the latest development of the Kano methodology available in product development and customer satisfaction studies. The study aims at helping current and future researchers, and practitioners employing the Kano methodology, to examine their methodological decisions in detail.

A life cycle perspective on environmental effects of customer focused packaging development

This study explores the possibilities of increasing customer satisfaction and reducing the environmental impact from food-packaging systems in a life cycle perspective using results from a study on consumers' demands on packaging based on Kano's Theory of Attractive Quality. It assesses the environmental effects of potential improvements in quality attributes. The results show that there are obvious potentials to increase customer satisfaction and at the same time decrease in the environmental impact of the food-packaging system, especially when the packaging design helps to decrease food losses. There were many connections between quality attributes and environmental impacts.

고객만족에 기초한 의류제품 품질특성분류에 관한 연구

Customer expectations and requirements for products play an important role in product planning for companies and decision making process for the consumer. These expectations are expressed by product qualities that consumers consider important when they purchase. Therefore, to identify quality elements that reflect consumer requirements would be a useful guide for companies. The purposes of this study are to find out quality factors of apparel product, to identify apparel product quality elements using Kano's theory, to find attributes of product which improvement are required. Women over 20 years-old from metropolitan areas in South Korea participated in the study and a quota sampling method was used. A questionnaire was arranged with four separate subject sections, importance of quality, Kano's questionnaires, and demographics. Data from 525 questionnaires were used for the statistical analysis. The results were as follows: Six dimensions of product quality(i.e., usefulness, performance, aesthetic, symbol, individuality and appearance) were identified. According to Kano's quality elements, performance was categorized into must-be quality which could lead to product dissatisfaction. Usefulness and appearance were categorized into one-dimensional quality which lead to both satisfaction and dissatisfaction. Aesthetic, symbol, and individuality was categorized into attractive quality which could lead to satisfaction. Findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in the product development process.

Dynamics of service attributes: a test of Kano's theory of attractive quality

PurposeThe aim of the paper is to contribute to a better understanding of the theory of attractive quality through an empirical investigation of an e‐service. Our focus is on the consistency of different levels of service attributes and their dynamics. Our empirical investigation aims to increase both the validity of the theory of attractive quality and the use of technology readiness as a means to understand the variation of customer perceptions of service attributes.Design/methodology/approachA survey of customers' technology readiness, usage and perceptions of an e‐service was conducted. Four propositions concerning the consistency and dynamics of Kano's theory of attractive quality are tested, mainly using general linear models.FindingsOur results show that by investigating customers at different stages of the service adoption curve, a better understanding of certain dynamics of service attributes can be achieved. When the e‐service was introduced, it was perceived as indifferent; at present it is seen as an attractive service by the market. But the early adopters of e‐services already regard it as a one‐dimensional or a must‐be service.Originality/valueThe study provides a new framework and methodology for how to investigate the dynamics of service attributes, not only between individuals within different market segments, but also at different service attribute levels. From a managerial standpoint, our results suggest consequential insight about the life cycle of the services that an organization provides to its customers.

Kano's Theory of Attractive Quality and Packaging

The traditional role of packaging in consumer products has been to store and protect the content. Current consumer and industry trends, however, suggest an increasingly important role for packaging as a marketing vehicle. One question of immediate interest is how packaging should be designed to be associated with high quality from a customer perspective. The authors believe that this type of investigation is needed since there is relatively little theoretical work in the area of packaging, and research in the area of packaging and perceptions of quality has been sparse.An empirical investigation of how customers experience packaging in everyday commodities was conducted in order to increase the authors' knowledge of the role of packaging in the perception of quality. The research study was based on Kano's theory of attractive quality and investigates how 24 quality attributes of packages are perceived by customers. A questionnaire was mailed to 1500 randomly chosen Swedes asking them about their experiences of packaging in everyday commodities. The authors' results provide evidence that there are quality attributes of packaging, such as recyclable material and resealabilily, that are attractive to customers and influence the decision to buy and use the product.

Customer satisfaction analysis: Identification of key drivers

A problem of identifying key drivers in customer satisfaction analysis is considered in relation to Kano theory on the relationship between product quality and customer satisfaction using tools from cooperative game theory and risk analysis. We use Shapley value and attributable risk techniques to identify priorities of key drivers of customer satisfaction, or key dissatisfiers and key enhancers. We demonstrate the theoretical and practical advantages of Shapley value and attributable risk concepts in elaborating optimal marketing strategy.