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Are consumers in collectivist culture mostly indifferent to sports lesson programs?: A DAQ simulation on the Kano fuzzy model

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  • Bu, Kyunghee
  • Park, Seong Yong

Abstract

This study proposes to adopt Kano fuzzy model to minimize the overriding effect of ‘indifferent’ Kano category. Most frequently, consumers in a collectivist culture tend to show their prevention-mode of choosing the middle point on the questionnaire scales. To make the Kano fuzzy model fit better to the empirical data, this study suggests including the direct questions to the respondents. The DAQ (directly-asked-question) model is a simple approach to find the most accurate Kano fuzzy categories. By using consumer responses towards 13 popular sports lesson programs in Korea, this study tries to show the adjustment of the cut-off points on typical 4 by 4 matrixes in Kano model and Kano fuzzy model. This new model proposes to enhance the accuracy of the Kano fuzzy model, especially of the Kano classification for collectivist consumers.

Suggested Citation

  • Bu, Kyunghee & Park, Seong Yong, 2016. "Are consumers in collectivist culture mostly indifferent to sports lesson programs?: A DAQ simulation on the Kano fuzzy model," Journal of Business Research, Elsevier, vol. 69(5), pages 1656-1660.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:5:p:1656-1660
    DOI: 10.1016/j.jbusres.2015.10.034
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    References listed on IDEAS

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    3. Aliyu Mukhtar Shehu & Rosli Mahmood, 2014. "An Empirical Analysis of Market Orientation and Business Performance Relationship in the Context of Developing Economy," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(9), pages 219-232, September.
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    Cited by:

    1. Hadi Khan & Vatcharapol Sukhotu, 2020. "Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2107-2121, September.
    2. Ming-Tsang Lu & Hsi-Peng Lu & Chiao-Shan Chen, 2022. "Exploring the Key Priority Development Projects of Smart Transportation for Sustainability: Using Kano Model," Sustainability, MDPI, vol. 14(15), pages 1-19, July.

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