Comparative analysis of experience-oriented customer needs based on the Kano model: an empirical study

Ko, Hsien-Tang; Lu, Hsi‐Peng; Yu, Hueiju

doi:10.1080/02642069.2010.545885

Cited by 13 publications

(9 citation statements)

References 18 publications

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“…, 2012). As Ko et al . (2012) noted, customers consider issues and defects differently when they truly experience them compared to hypothetical scenarios.…”

Section: Introductionmentioning

confidence: 79%

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Experiencing defects: the moderating role of severity and warranty coverage on quality perceptions

Catenazzo¹,

Paulssen

2023

IJQRM

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PurposeThis study investigates two moderators of the effects of manufacturers' recovery efforts following a product defect on customers' perceptions of product quality: the severity of the product defect and whether the recovery efforts were covered under warranty or not.Design/methodology/approachA total of 478 USA customers who purchased a new car from a cooperating manufacturer participated in a survey. Customers reported the most important product defect (if any) the customers had experienced with the customers' vehicle during the past year. Three linear regressions (OLS) were used to test the proposed hypotheses.FindingsDefect severity moderates the effects of recovery efforts on quality perceptions. The well-known recovery effect occurs only for product defects of minor severity. Experiencing a severe product defect damages the customers' perceptions of product quality even if the product defect is completely fixed. Double deviations (failed recovery of a product defect) do not damage quality perceptions for defects of minor severity. Finally, warranty coverage of repairs can attenuate the adverse effects of a failed recovery of severe defects on customers' quality perceptions. Additionally, only non-complainers who have experienced a severe product defect correspond to the prevailing conceptualization of an at-risk customer group.Originality/valueDespite the pervasiveness of product defects, research on the effects of experiencing product defects on customers' product quality perceptions is scarce. Furthermore, the authors' findings reconcile inconsistent results and provide a more nuanced understanding of the well-known recovery and double-deviation effects. Finally, the role of warranty coverage in the recovery process as a buffer for customers' perceptions of product quality is novel.

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“…, 2012). As Ko et al . (2012) noted, customers consider issues and defects differently when they truly experience them compared to hypothetical scenarios.…”

Section: Introductionmentioning

confidence: 79%

“…’ s methodology (1996). Customers consider issues differently when they truly experience those (Ko et al. , 2012).…”

Section: Managerial Implicationsmentioning

confidence: 99%

Experiencing defects: the moderating role of severity and warranty coverage on quality perceptions

Catenazzo¹,

Paulssen

2023

IJQRM

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“…For example, among previous studies we can mention Garibay et al (2011), which, integrating the Kano model in QFD in the digital library section, collected customers voices, identified customers important needs, and then using this information in QFD, better understanding from the customers' needs were obtained. It is necessary for organizations to identify the important functions from customer's needs and perspectives and deliver the differently perceived values to different customers (Ko et al, 2011). Hence, some researchers (Lin and Pekkarinen, 2011;Matzler et al, 2002;Wang and Ji, 2010) propose the Kano model to categorize the product/service functions and maximize customer satisfaction.…”

Section: Discussionmentioning

confidence: 99%

Optimal examination and prioritization of the factors affecting customers’ satisfaction using integrated Quality Function Deployment (QFD) and Kano’s model: Case study of ’s Refah bank

Seyedi¹

2012

Afr. J. Bus. Manage.

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Product and service quality is an important factor influencing customers' satisfaction. Customers' satisfaction level depends on the level to which customers' needs are met. Quality function deployment (QFD) is a valuable tool used for the conversion of customers' voice into product/service. However, Kano's model provides fundamental, motivating, and functional requirements for customers' satisfaction. Kano's model can be used in QFD matrix to ensure satisfaction of the most critical customers' needs. In the present study, the needs of Refah bank located in Shiraz are collected using Kano's questionnaire. Then, customers' requirements to be imported into house of quality are determined. Afterwards, customers' requirements are transferred to the house of quality matrix where their relationship and technical requirements is examined by experts in the banks. Finally, priority of technical and customers' requirements is determined. Results show that giving the same attention to different customers' requirements can waste an organization's energy. Companies that separate customers and rank customers' needs, focus on some specifications of their products/services that are of the highest importance for the customers. These companies, with this approach, will succeed in their objectives.

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“…Experienced users of a feature, for example, are likely to have different psychological and behavioural tendencies towards the feature than new users. For example, Ko et al (2012) investigated the need for different product attributes among experienced and inexperienced users by using the Kano model and the diffusion of innovation model. Their results showed that experienced users are in a different state of the feature life cycle than inexperienced users.…”

Section: Factors Affecting the Life Cycle Of A Featurementioning

confidence: 99%

The life cycle of a feature: modelling the transitions between feature states

Batarfi

Guergachi

Wahab

2017

IJQRM

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Purpose Studies have suggested that attributes are dynamic and a life cycle of product and service attributes exists. When an innovative feature is introduced, the feature might attract and delight customers. However, with the passage of time the state of the attractiveness of this feature may change, for better or for worse. The purpose of this paper is to provide a detailed model that shows the factors and related sub-factors that affect the life cycle of a feature and thereby explain the changes that may happen to a feature over time. Design/methodology/approach This model provide detailed explanations of the direct and indirect factors that affect the states of a feature, the ones that affect the rate of adoption, and the ones that trigger the changes between states. The model uses a current-market product’s feature to discuss the effects of these factors on the life cycle of this feature in detail. Findings This paper extends the theory of attractive quality attributes by identified seven states of the feature in its life cycle. These states are as follows: unknown/unimportant state, honey pot state, racing state, required state, standard state, core state, and dead state. This paper also identified eight major factors that affect the transition of the feature from one state to another. These factors include demographic, socioeconomic, behavioural, psychological, geographical, environmental, organisational, and technological factors. Originality/value The findings of this paper provide additional evidence that product and service attributes are dynamic. This paper also increases the validity of the attractive quality attributes theory and the factors that affect the state of the feature in its life cycle. The understanding of the state of the feature in its life cycle, and the factors that influence this change, helps not only in the introduction of completely new features but also in knowing when to remove obsolescent ones.

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Comparative analysis of experience-oriented customer needs based on the Kano model: an empirical study

Cited by 13 publications

References 18 publications

Experiencing defects: the moderating role of severity and warranty coverage on quality perceptions

Experiencing defects: the moderating role of severity and warranty coverage on quality perceptions

Optimal examination and prioritization of the factors affecting customers’ satisfaction using integrated Quality Function Deployment (QFD) and Kano’s model: Case study of ’s Refah bank

The life cycle of a feature: modelling the transitions between feature states

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