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Quality Attribute and Customer Satisfaction: Using Kano’s Model to Prioritize What Matters Most to Customers

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  • Norlia Ahmad

    (International Management Course Institute of Business and Accounting, Kwansei Gakuin University)

Abstract

Continuous innovations of smartphone attributes and increasing product usage call for better understanding of the attributes that matter most to customers. This study employs Kano’s model for classifying smartphone attributes into various categories and examines the influence of those attributes on the satisfaction of smartphone users. Based on consumer evaluation of the latest and general smartphone attributes, the analysis in this study indicates various levels of satisfaction and dissatisfaction with each attribute. Specifically, our findings reveal merely three categories of Kano’s classification, and ‘one-dimensional’ or performance attributes have higher in fluence on customer satisfaction as compared with ‘attractive’ ones. These findings provide implications for further product improvement efforts to consider not only technological capabilities but also to prioritize the attributes that are highly expected by customers. The majority of the respondents in this study include the younger consumer segment and heavy smartphone users, thus limiting generalization of the results to other contexts. Further research should consider respondents across segments and/or in a specific market, and extend the focus beyond product attributes so as to include user experiences and explicit product benefits.

Suggested Citation

  • Norlia Ahmad, 2017. "Quality Attribute and Customer Satisfaction: Using Kano’s Model to Prioritize What Matters Most to Customers," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(5), pages 15-28.
  • Handle: RePEc:sgm:jmcbem:v:1:i:5:y:2017:p:15-28
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    File URL: http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_5/JMCBEM_1(5)-2017_2.pdf
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    References listed on IDEAS

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    1. V. Krishnan & Karl T. Ulrich, 2001. "Product Development Decisions: A Review of the Literature," Management Science, INFORMS, vol. 47(1), pages 1-21, January.
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    Cited by:

    1. Dimitrios Drosos & Michalis Skordoulis & Garyfallos Arabatzis & Nikos Tsotsolas & Spyros Galatsidas, 2019. "Measuring Industrial Customer Satisfaction: The Case of the Natural Gas Market in Greece," Sustainability, MDPI, vol. 11(7), pages 1-16, March.

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    More about this item

    Keywords

    quality attribute; customer satisfaction; Kano’s model; convergent product;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

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