Theory of attractive quality and the Kano methodology – the past, the present, and the future

Abstract

The theory of attractive quality and the Kano methodology were introduced about 30 years ago. Since then, research and practitioner communities have adopted both the theory and the methodology as they help to explain the roles different quality attributes play for customers. This paper reviews 147 research papers published between 1984 and 2012 and identifies three distinct phases in the development of the research field; Emergence, Exploration, and Explosion. In addition to the review of existing literature, the present paper sets the scene for the next phase of the research -Explanation -to further develop the field.

Internal Marketing and Its Moderating Effects between Service-Oriented Encounter and Patient Satisfaction

“…And it is also stated that to achieve the goal of using overall management procedures to manage all of the functional departments within an organization, not only must the understanding of organizational management among employees on all levels be confirmed to realize competitive activities under the demands of customer awareness, but organizations must also truly ensure that their employees are willing to make customer-oriented efforts. (15)(16)(17) The above agree that internal marketing perception of its employees positively affects service-oriented encounter. Although it is stated that product characteristics and interpersonal interaction both influence customer satisfaction, however, the latter have a stronger influence.…”

Analyzing Dynamic Change in Customer Requirements: An Approach Using Review-Based Kano Analysis

“…Finally, reversal (R) attributes act in the opposite way to one-dimensional attributes-their superiority in performance leads to customer dissatisfaction, and their poor performance produces satisfaction [18]. This model has been employed for classifying and understanding the effects of different quality attributes [20] and has been used widely in the new product development and quality management literatures [18,[21][22][23]. Lin and Niu [24] applied the Kano model to electricity service requirements.…”

“…In the M-H theory, the motivational features are the factors that cause user satisfaction and the hygiene features are those that cause dissatisfaction [10,20] Extending Herzberg's M-H theory, the Kano model classifies the attributes of a product into six categories: must-be, attractive, one-dimensional, indifferent, questionable, and reversal.…”

Using the QFD Matrix as a Major Continuous Improvement Tool to Improve Organizational Quality

“…It is used as a means of identifying CRs through what satisfies them. Created by Noriaki Kano and colleagues in 1984 and based on Herzberg's motivation theory, it is an effective tool for understanding customer needs and their impact on customer satisfaction whose use is expanding in fields such as education ( Figure 2 -Witell et al, 2013). The technique introduced by Kano focuses on the notion of attractive quality (Chaudha et al, 2011).…”