Kano qualitative vs quantitative approaches: An assessment framework for products attributes analysis

The Kano model distinguishes the different relationships between Customer Requirements fulfillment and Customer Satisfaction, especially the nonlinear relationships. However, the model only emphasizes on the classification method and the qualitative descriptions of various relationship curves. Based on the understanding of the traditional Kano model, different approaches have been proposed to extend the Kano model from qualitative descriptions to quantitative analysis to understand customer needs in a more accurate manner. However, the results of these quantitative methods are mixed and no consensus has emerged on the most appropriate and general purpose approach. The present study describes strengths and weaknesses of qualitative and quantitative Kano approaches (such as Fuzzy, Continuous Fuzzy, Analytical Kano models) and proposes an assessment framework that identifies the relationships between approaches and classification requirements in order to help to select the most suitable methodology for analysing the most successful product and service quality attributes affecting the customer satisfaction. (C) 2017 Elsevier B.V. All rights reserved.