• Journal of Korean Society for Quality Management
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• v.37 no.4
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• pp.31-42
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• 2009

Various studies have been undertaken in order to effectively understand customer requirements. Kano proposed a dualistic approach, physical fulfillment and customer satisfaction, to differentiate Attractive, Must-be, One-dimensional quality attributes. As there were a few limitations on the Kano's method, researchers have proposed improved methods. However, there have been few empirical evidences that the improved methods are superior to the original Kano's method for identifying relevant quality attributes. The objective of this study is to provide a comparative study on Kano and improved Kanomethods based on empirical analysis of quality attributes on University services. For the analysis of the questionnaire formats, the Kano's original 5 scale questionnaire is more effective than improved methods, direct and 3 scale questionnaire. For the analysis of evaluation methods, the original Kano and Timko's method using the evaluation table are more effective than quantifying methods, Domouchel and Lim's methods.

• Journal of Korean Society for Quality Management
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• v.41 no.2
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• pp.209-220
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• 2013

Purpose: This paper compares and discusses the influence on the quality classification of Kano's questionnaire which is used for the Kano model(Kano et al., 1984), the 3-point Likert-scale newly proposed by Kano and the 5-point Likert-scale presented in this study. Methods: For the comparison, the current study conducts a survey of 631 television viewers. The classification results of the three methods are then compared with those of direct classification which is adopted as a standard for classification of quality attributes. Results: The agreement rates between the results using conventional Kano's questionnaire and the results using direct classification is higher than the results using 3-point and 5-point Likert-scales. In addition, the attributes grouped as must-be or attractive in the direct classification appear to be classified as one-dimensional attributes in the Likert-scales. Conclusion: In comparison with the convensional Kano's questionnaire, the Likert-scale questions highly tend to classify the quatity attributes as one-dimensional. Although the classification results of the 3-point and 5-point Likert-scales are the same, the 5-point Likert-scale has the advantage to classify quality attributes in more detail.

• Journal of the Korea Safety Management & Science
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• v.15 no.1
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• pp.241-248
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• 2013

Importance-Performance Analysis(IPA) is a well-known methodology to find the area for improvement. However, the IPA uses different strategies depending on an attribute falls in either 'Concentrate', 'Keep up', 'Possible overkill', or Low priority' quadrant. Problems can occur when attributes locate near the demarcation lines. To solve this problem of IPA, I suggest a modified importance-satisfaction analysis which integrates the Slack(1994)'s diagonal approach and Kano's ASC(Jang et al., 2012) into Yang(2003)'s Importance-Satisfaction model. For this, I investigated 21 smartphone's quality attributes, which adopted from Song and Park(2012)'s study, and conducted a survey of 280 university students for the results of Kano' model and the importance and satisfaction of the quality attributes. The results show that the proposed model enables the business managers to prioritize the quality attributes for improvement through the interpretation on the continuous diagonal line using the Kano's questionnaire only, without acquiring any additional survey for importance of attributes. Accordingly, it is expected that the newly proposed method will diminish the limitation of the existing IPA. In addition, to test the validity of the ASC, this study conducts a comparative analysis between the Kano's ASC and Tontini(2007)'s method to determine the relative importance of quality attributes.

• Journal of the Korean Society of Industry Convergence
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• v.25 no.1
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• pp.37-45
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• 2022

It is well known that the Kano model measures customer satisfaction and classifies quality attributes into must-be, attractive as well as one-dimensional. The main purpose of this study is to investigate the dynamics of e-learning quality attributes by applying the proposed method using Kano's satisfaction index in the rapidly changing online learning environment. For this, the current study examined 27 e-learning quality attributes and conducted a comparative study using Kano's results obtained in 2013 and 2020. The result shows that the dynamics of quality attributes suggested by Kano(2001) is confirmed in the case of e-learning. The proposed approach shows better results in terms of Kano's direct classification method, and has potential application areas such as IPA(Importance-Performance Analysis) in the area of risk assemement. Some suggestions for better understanding of the proposed SI-DI diagram are also included in this study.

• Journal of Service Research and Studies
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• v.6 no.2
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• pp.83-97
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• 2016

Smart car is a vehicle which maximizes convenience, safety, and user experience. The traditional vehicle style will be replaced by a smart car. The objective of this paper is to find essential quality attributes that consumers want. We provide a method to select a best smart car reflecting their preference based on the quality attributes. We derive Kano's quality attributes by an exploratory survey and show an example to implement their decision using the Analytic Hierarchy Process method. As a result, the quality attributes were classified into two groups of attractive quality and indifference quality. The respondents evaluated that the safety of smart cars was more important than the convenience and user experience. However, the smart car was required more functions related to the convenience criteria. These results will provide important implications for smart car design.

• Journal of the Korea Safety Management & Science
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• v.20 no.1
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• pp.41-55
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• 2018

For several decades, attribute classification methods using the asymmetrical relationship between an attribute performance and the satisfaction of that attribute have been explored by numerous researchers. In particular, the Kano model, which classifies quality attributes into 5 elements using simple questionnaire and two-dimensional evaluation table, has gained popularity: Attractive, One-dimensional, Must-be, Indifferent, and Reverse quality. As Kano's model is well accepted, many literatures have introduced categorization methods using the Kano's evaluation table at attribute level. However, they applied different terminologies and classification criteria and this causes confusion and misunderstanding. Therefore, a criterion for quality classification at attribute level is necessary. This study is aimed to suggest a new attribute classification method that sub-categorizes quality attributes using 5-point ordinal point and Kano's two-dimensional evaluation table through an extensive literature review. For this, the current study examines the intrinsic and extrinsic problems of the well-recognized Kano model that have been used for measuring customer satisfaction of products and services. For empirical study, the author conducted a comparative study between the results of Kano's model and the proposed method for an e-learning case (33 attributes). Results show that the proposed method is better in terms of ease of use and understanding of kano's results and this result will contribute to the further development of the attractive quality theory that enables to understand both the customers explicit and implicit needs.

• Journal of Korean Society for Quality Management
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• v.40 no.4
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• pp.453-466
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• 2012

Purpose: The Kano model has been widely accepted as a method for classifying quality attributes for almost three decades since its introduction. However, the wordings of the five alternatives in the Kano's questionnaire has been criticised for unclear and confusable meanings. New wordings of the five alternatives are proposed in this paper. Methods: To evaluate the effectiveness of the proposed wordings, we classify 30 quality attributes of smartphones using the conventional wordings and the proposed wordings respectively. The two classification results are compared with the direct classification results by undergraduate students who learned the Kano model. Results: The classification results using the proposed wordings are much more consistent with the direct classification results than those using the conventional wordings. Conclusion: The proposed wordings are less confusable and easy to understand, and thus it results in more consistent with the direct classification.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.36 no.1
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• pp.70-77
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• 2013

The theory of two-dimensional quality, in particular, the Kano model that is developed by the analogy with the M-H theory, has been applied in various industry fields for more than three decades. Importance-Performance Analysis (IPA) assumes that the degree of physical fulfilment of quality attributes and the satisfaction of that attribute is linear, and therefore, it is applicable to the traditional one-dimensional attribute, not other quality types defined in the Kano's model such as attractive or must-be attribute. To solve this problem, the current study suggests a new importance-satisfaction analysis using a modified IPA in accordance with the three quality types and a diagonal method introduced by Slack (1999) to determine improvement priority. For this, I investigated 19 smartphone's quality attributes and conducted a survey of 334 university students for the results of Kano's model, which adopted from Song and Park (2012)'s study, and the importance/satisfaction of the quality attributes and the results of the priority for improvement of the 19 quality attributes. The results show that the proposed I-S priority model is better than the conventional IPA based on the comparison results of determination coefficient from the regression analysis of the two models.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.36 no.3
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• pp.8-16
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• 2013

Determining relative importance among many quality attributes under financial constraints is an important task. The weighted value of an attribute particularly in QFD, will influence on engineering characteristics and this will eventually influence the whole manufacturing process such as parts deployment, process planning, and production planning. Several scholars have suggested weighting formulas using CSC (Customer Satisfaction Coefficient) in the Kano model. However, previous research shows that the validity of the CSC approaches has not been proved systematically. The aim of the present study is to address drawbacks of CSC and to develop APC (Average Potential Coefficient), a new approach for weighting of quality attributes. For this, the current study investigated 33 quality attributes of e-learning and conducted a survey of 375 university students for the results of APC, the Kano model, and the direct importance of the quality attributes. The results show that the proposed APC is better than other approaches based on the correlation analysis with the results of direct importance. An analysis of e-leaning's quality perceptions using the Kano model and suggestions for improving e-learning's service quality are also included in this study.

• Culinary science and hospitality research
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• v.19 no.5
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• pp.170-183
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• 2013

The purpose of this study is to classify the attributes of culinary educational quality by using the Kano model. This study carried out literary research and empirical analysis. Data were collected among 486 students whose major is culinary arts and analyzed with SPSS 19.0 and EXCEL 2007. It classified culinary educational quality by employing the Kano model and modified the Better and Worse quotients suggested by Timko. The results of the study are as follows. First, it was found that total 25 attributes could be classified into 17 Attractive quality attributes, 2 Must-be quality attributes and 6 Indifferent quality attributes, while One-dimensional quality, Reverse quality and Questionable quality attributes were not found. Second, according to the Better and Worse quotient by Timko, "Objective instructor's evaluation" item was the highest score in the Better quotient. On the other hand, the "Having foreign professors" item is the lowest in the Worse quotient. Third, marketing implications and limitations were discussed.