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Autor
Ahmad Norlia (Kwansei Gakuin University, Japan)
Tytuł
Quality Attribute and Customer Satisfaction : Using Kano's Model to Prioritize What Matters Most to Customers
Źródło
Journal of Marketing and Consumer Behaviour in Emerging Markets, 2017, nr 1(5), s. 15-28, rys. tab., bibliogr. 18 poz.
Słowa kluczowe
Satysfakcja klienta, Rozwiązywanie problemów, Wartość dla klienta, Telefonia komórkowa
Customer satisfaction, Solving problems, Value to customer, Mobile phone
Uwagi
Klasyfikacja JEL: M31, M15, L96
summ.
Abstrakt
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 influence 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. (original abstract)
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Bibliografia
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  1. Ahmad, N. (2014) 'Exploring customer needs and Kano model: A preliminary study of perceived needs of smartphone users in Japan', Asia Pacific Marketing Review, Vol. 3, No. 2, pp. 123-133.
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  3. Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G. and DuMouchel, W. (1993) 'A special issues on Kano's methods for understanding customer-defined attribute', Center for Attribute Management Journal, Vol. 2, No. 4, pp. 3-35.
  4. Berthon, P., Mac Hulbert, J. and Pitt, L. (2005) 'Consuming technology: why marketers sometimes get it wrong', California Management Review, Vol. 48, No. 1, pp. 110-127.
  5. Chien, T.K. (2007) 'Using the learning satisfaction improving model to enhance the teaching quality', Quality Assurance in Education, Vol. 15, No. 2, pp.192-203.
  6. Ganesan, P. and Sridhar, M. (2014) 'Smartphone attribute choice and brand importance for millennial customers', The Journal of Contemporary Management Research, Vol. 8, No. 2, pp. 71-89.
  7. Griffin, A. and Hauser, J. (1993) 'The voice of the customer', Marketing Science, Vol. 12, No. 1, pp. 1-27.
  8. Kano, N., Tsuji, S., Seraku, N. and Takahashi, F. (1984) 'Attractive attribute and must be attribute', Hinshitsu: The Journal of Japanese Society for Attribute Control, Vol. 14, No. 2, pp. 39-48.
  9. Kuo, Y.F. (2004) 'Integrating Kano's model into web-community service attribute', Total Attribute Management, Vol. 15, No. 7, pp. 925-939.
  10. Krishnan, V. and Ulrich, K. (2001) 'Product development decisions: A review of the literature', Management Science, Vol. 47, No. 2, pp. 1-21.
  11. Lee, S., Lee, J.H. and Garrett, T.C. (2013) 'A study of the attitude toward convergent products: A focus on the consumer perception of functionalities', Journal of Product Innovation Management, Vol. 30, No. 1, pp. 123-135.
  12. Mikulic, J. and Prebezac, D. (2011) 'A critical review of techniques for classifying quality attributes in the Kano model', Managing Service Quality, Vol. 21, No. 1, pp. 46-66.
  13. Nilsson-Witell, L. and Fundin, A. (2005) 'Dynamics of service attributes: a test of Kano theory of attractive attribute', International Journal of Service Industry Management, Vol. 16, No. 2, pp. 152-168.
  14. Sanders, E. and Dandavate, U. (1999) Design for experiencing: New tools. In C. Overbeeke and P. Hekkert (eds), Proceedings of the First International Conference on Design and Emotion, Delft.
  15. Shain, A. and Zairi, M. (2009) 'Kano model: a dynamic approach for classifying and prioritizing needs of airline travelers with three case studies on international airlines', Total Attribute Management and Business Excellence, Vol. 20, No. 9, pp. 103-128.
  16. Sireli, Y., Kauffmann, P. and Ozan, E. (2007) 'Integrating SERVQUAL and Kano's model into QFD for service excellence development', IEEE Transaction on Engineering Management, Vol. 54, No. 2, pp. 380-390.
  17. Song, H. (2016) 'A critical review of Kano's wording and its impact on attribute classification: A case study of smartphone in Korea', Total Quality Management, available at: http://dx.doi.org/10.1080/14783363.2016.1150167 (retrieved on October 2, 2016).
  18. Yang, C.C. (2005) 'The refined Kano's model and its application', Total Attribute Management and Business Excellence, Vol. 16, No. 10, pp.1127-37.
Cytowane przez
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ISSN
2449-6634
Język
eng
URI / DOI
http://dx.doi.org/10.7172/2449-6634.jmcbem.2017.1.2
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