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A novel approach to regression analysis for the classification of quality attributes in the Kano model: an empirical test in the food and beverage industry


  • Chen, Li-Fei


Since its introduction in the 1980s, Kano's two-dimensional model has become one of the most popular models with which to evaluate quality, finding a place in a wide range of industries. For decades, various approaches to regression analysis have been applied to explore asymmetric and non-linear relationships in the Kano model. Although a number of authors have questioned the use of these regression methods, there has been a lack of validity testing to evaluate their convergence with the results of the Kano questionnaire in classifying quality attributes. This study proposes a novel approach to regression analysis for the classification of quality attributes, including must-be, one-dimensional, attractive, and indifferent categories, as well as mixed-class distribution. Using popular tools and techniques for the measurement of customer satisfaction, the proposed approach is capable of simplifying the process of collecting data making it far easier to implement than the list of functional and dysfunctional questions initiated by Kano. An empirical study of a food and beverage chain showed that the proposed approach is capable of returning acceptable classification results, compared to the Kano questionnaire. A validity test indicated that the proposed approach significantly outperformed dummy variable regression and the moderated regression. In conclusion, the proposed approach provides a more practical implementation, while maintaining classification power on par with the Kano questionnaire.

Suggested Citation

  • Chen, Li-Fei, 2012. "A novel approach to regression analysis for the classification of quality attributes in the Kano model: an empirical test in the food and beverage industry," Omega, Elsevier, vol. 40(5), pages 651-659.
  • Handle: RePEc:eee:jomega:v:40:y:2012:i:5:p:651-659
    DOI: 10.1016/

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    References listed on IDEAS

    1. Lin, Shu-Ping & Yang, Chen-Lung & Chan, Ya-hui & Sheu, Chwen, 2010. "Refining Kano's 'quality attributes-satisfaction' model: A moderated regression approach," International Journal of Production Economics, Elsevier, vol. 126(2), pages 255-263, August.
    2. Conklin, Michael & Powaga, Ken & Lipovetsky, Stan, 2004. "Customer satisfaction analysis: Identification of key drivers," European Journal of Operational Research, Elsevier, vol. 154(3), pages 819-827, May.
    3. Hua, Zhongsheng & Zhang, Xuemei & Xu, Xiaoyan, 2011. "Product design strategies in a manufacturer-retailer distribution channel," Omega, Elsevier, vol. 39(1), pages 23-32, January.
    4. Ramanathan, Ramakrishnan & Yunfeng, Jiang, 2009. "Incorporating cost and environmental factors in quality function deployment using data envelopment analysis," Omega, Elsevier, vol. 37(3), pages 711-723, June.
    5. Chang, Shyr-Juh & Hsiao, Hsing-Chin & Huang, Li-Hua & Chang, Hsihui, 2011. "Taiwan quality indicator project and hospital productivity growth," Omega, Elsevier, vol. 39(1), pages 14-22, January.
    6. Chow, Wing S. & Madu, Christian N. & Kuei, Chu-Hua & Lu, Min H. & Lin, Chinho & Tseng, Hojung, 2008. "Supply chain management in the US and Taiwan: An empirical study," Omega, Elsevier, vol. 36(5), pages 665-679, October.
    7. Chen, Chun-Chih & Chuang, Ming-Chuen, 2008. "Integrating the Kano model into a robust design approach to enhance customer satisfaction with product design," International Journal of Production Economics, Elsevier, vol. 114(2), pages 667-681, August.
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    Cited by:

    1. Olimpia I. BAN & Ioana T. MESTER, 2014. "Using Kano Two Dimensional Service Quality Classification And Characteristic Analysis From The Perspective Of Hotels' Clients Of Oradea," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 18(18), pages 30-36, December.
    2. Hsiao, Yu-Hsiang & Chen, Li-Fei & Chang, Chao-Chin & Chiu, Fu-Hsuan, 2016. "Configurational path to customer satisfaction and stickiness for a restaurant chain using fuzzy set qualitative comparative analysis," Journal of Business Research, Elsevier, vol. 69(8), pages 2939-2949.
    3. Gandomi, A. & Zolfaghari, S., 2013. "Profitability of loyalty reward programs: An analytical investigation," Omega, Elsevier, vol. 41(4), pages 797-807.
    4. repec:eee:touman:v:41:y:2014:i:c:p:119-128 is not listed on IDEAS
    5. Sang-Gun Lee & Chang-Gyu Yang & Sin-Bok Lee & Jae-Beom Lee, 2015. "A study on the antecedents and consequences of satisfaction and dissatisfaction in web portal usage," Service Business, Springer;Pan-Pacific Business Association, vol. 9(3), pages 567-586, September.
    6. Ali Shaemi Barzoki & Reza Salehzadeh & Sayyed Ahmad Khodaei, 2014. "Identifying Attractive Behaviors of Managers Based on Kano Model in Isfahan Province Gas Company," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(1), pages 16-20, January.


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