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

Author

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  • Hsien-Tang Ko
  • Hsi-Peng Lu
  • Hueiju Yu

Abstract

Based on the concept of experience economy, this study starts off by proposing that goods, services, and experiences are dimensions of experience-oriented service functions, illustrating an integrated approach which adopts the basic Kano model and customer satisfaction coefficients matrix to categorize and prioritize experience-oriented service functions. An empirical study was then conducted to explore customer need attributes for digital television (DTV) applications. As a result, 445 samples in Taiwan are collected and analyzed, showing different segments have different need attributes. In addition, a comparative analysis of experience-oriented customer needs for experienced and inexperienced users was applied in order to provide differentiated and continuous competitiveness during different stages of the product life cycle; then the result was used as a reference for future development of experience-oriented service functions.

Suggested Citation

  • Hsien-Tang Ko & Hsi-Peng Lu & Hueiju Yu, 2010. "Comparative analysis of experience-oriented customer needs based on the Kano model: an empirical study," The Service Industries Journal, Taylor & Francis Journals, vol. 32(12), pages 1973-1990, November.
    • Handle: RePEc:taf:servic:v:32:y:2010:i:12:p:1973-1990
    DOI: 10.1080/02642069.2010.545885
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    References listed on IDEAS

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    1. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
    2. Nigel Hemmington, 2007. "From Service to Experience: Understanding and Defining the Hospitality Business," The Service Industries Journal, Taylor & Francis Journals, vol. 27(6), pages 747-755, September.
    3. Hsu, Chin-Lung & Lu, Hsi-Peng & Hsu, Huei-Hsia, 2007. "Adoption of the mobile Internet: An empirical study of multimedia message service (MMS)," Omega, Elsevier, vol. 35(6), pages 715-726, December.
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