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Applying the Kano method to higher education choice

Author

Listed:
  • Rajendran, K. N.
  • Pierce, Lynne

Abstract

The paper explores whether the Kano method (used in product development and quality circles in business and industry) could be applied to an institution of higher learning to classify various attributes relating to the institution as perceived by students. The Kano classification of institutional attributes could provide additional insight into the nature of attributes believed to be important to students; some may provide delight, some may be expected and others may be basic requirements. This has implications for student satisfaction, and affects recruitment and retention of students. The present case study clearly demonstrates that the Kano Method can be applied to higher education settings. Several attributes are identified in this study (at a mid-sized, Midwestern university) as being 'attractive' or 'one-dimensional' or 'must-be' in Kano terms. This exploratory study provides a roadmap for conducting similar Kano studies at other institutions of higher learning. The paper also suggests how different types of Kano attributes may be used by linking them to a decision-making framework.

Suggested Citation

  • Rajendran, K. N. & Pierce, Lynne, 2018. "Applying the Kano method to higher education choice," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 3(1), pages 32-47, June.
    • Handle: RePEc:aza:jeam00:y:2018:v:3:i:1:p:32-47
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    More about this item

    Keywords

    Kano method; on-line survey; college choice; satisfaction; customer delight;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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