The refined Kano's model and its application

Kano's model of five categories of quality attributes - attractive, one- dimensional, must- be, indifferent, and reverse quality - is widely used by industries and researchers. However, the model has a deficiency that prevents firms from precisely evaluating the influences of quality attributes. The weakness is a failure to take account of the degree of importance accorded to certain quality elements by customers. Kano's model can be refined. The present study adds the importance of quality attributes and, in so doing, the refined model divides Kano's first four categories into eight categories - highly attractive and less attractive, high value- added and low value- added, critical and necessary, and potential and care- free. Based on the refined model, firms can obtain a more accurate understanding of the quality attributes from the customer's perspective, and can thus make more precise quality decisions. In addition to modifying Kano's model, the present study also develops an importance - satisfaction ( I - S) model. By integrating the refined Kano's model and the I - S model firms can gather even more valuable information on quality decisions. The refined Kano's model and the I - S model are illustrated with a case study.