Expansion of the Kano model to identify relevant customer segments and functional requirements

Reynir Smari Atlason, Arnaldur Smari Stefansson, Miriam Wietz, Davide Giacalone

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

Resumé

The Kano model of customer satisfaction has been widely used to analyse perceived needs of customers. The model provides product developers valuable information about if, and then how much a given functional requirement (FR) will impact customer satisfaction if implemented within a product, system or a service. A current limitation of the Kano model is that it does not allow developers to visualise which combined sets of FRs would provide the highest satisfaction between different customer segments. In this paper, a stepwise method to address this particular shortcoming is presented. First, a traditional Kano analysis is conducted for the different segments of interest. Second, for each FR, relationship functions are integrated between x=0 and x=1. Third, integrals are inserted into a combination matrix crossing segments and FRs, where FRs with the highest sum across the chosen segments are identified. At last, the functions of the chosen segments with the smallest interval, define the FRs appealing to the biggest target group. The proposed extension to the model should assist product developers within various fields to more effectively evaluate which FRs should be implemented when considering more than one combined customer segment. It further shows which segments provide the highest possibility for high satisfaction of combined sets of FRs. We demonstrate the usefulness of this approach in a case study involving customers’ preference for outdoor sports equipment.
OriginalsprogEngelsk
TitelProceedings of the 17th International Continuous Innovation Network Conference : Innovation and tradition: combinding the old and the new
RedaktørerKatharina Hölzle, Jennie Björk
Antal sider11
ForlagContinuous Innovation Network
Publikationsdato2017
ISBN (Elektronisk)978-90-77360-19-4
StatusUdgivet - 2017
Begivenhed17th International Continuous Innovation Network Conference: Innovation and tradition: combining the old and the new - Politecnico di Torino, Turin, Italien
Varighed: 11. sep. 201613. sep. 2016
Konferencens nummer: 17

Konference

Konference17th International Continuous Innovation Network Conference
Nummer17
LokationPolitecnico di Torino
LandItalien
ByTurin
Periode11/09/201613/09/2016

Fingeraftryk

Customer satisfaction
Sports

Citer dette

Atlason, R. S., Stefansson, A. S., Wietz, M., & Giacalone, D. (2017). Expansion of the Kano model to identify relevant customer segments and functional requirements. I K. Hölzle, & J. Björk (red.), Proceedings of the 17th International Continuous Innovation Network Conference: Innovation and tradition: combinding the old and the new Continuous Innovation Network.
Atlason, Reynir Smari ; Stefansson, Arnaldur Smari ; Wietz, Miriam ; Giacalone, Davide . / Expansion of the Kano model to identify relevant customer segments and functional requirements. Proceedings of the 17th International Continuous Innovation Network Conference: Innovation and tradition: combinding the old and the new. red. / Katharina Hölzle ; Jennie Björk. Continuous Innovation Network, 2017.
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abstract = "The Kano model of customer satisfaction has been widely used to analyse perceived needs of customers. The model provides product developers valuable information about if, and then how much a given functional requirement (FR) will impact customer satisfaction if implemented within a product, system or a service. A current limitation of the Kano model is that it does not allow developers to visualise which combined sets of FRs would provide the highest satisfaction between different customer segments. In this paper, a stepwise method to address this particular shortcoming is presented. First, a traditional Kano analysis is conducted for the different segments of interest. Second, for each FR, relationship functions are integrated between x=0 and x=1. Third, integrals are inserted into a combination matrix crossing segments and FRs, where FRs with the highest sum across the chosen segments are identified. At last, the functions of the chosen segments with the smallest interval, define the FRs appealing to the biggest target group. The proposed extension to the model should assist product developers within various fields to more effectively evaluate which FRs should be implemented when considering more than one combined customer segment. It further shows which segments provide the highest possibility for high satisfaction of combined sets of FRs. We demonstrate the usefulness of this approach in a case study involving customers’ preference for outdoor sports equipment.",
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Atlason, RS, Stefansson, AS, Wietz, M & Giacalone, D 2017, Expansion of the Kano model to identify relevant customer segments and functional requirements. i K Hölzle & J Björk (red), Proceedings of the 17th International Continuous Innovation Network Conference: Innovation and tradition: combinding the old and the new. Continuous Innovation Network, 17th International Continuous Innovation Network Conference, Turin, Italien, 11/09/2016.

Expansion of the Kano model to identify relevant customer segments and functional requirements. / Atlason, Reynir Smari ; Stefansson, Arnaldur Smari; Wietz, Miriam; Giacalone, Davide .

Proceedings of the 17th International Continuous Innovation Network Conference: Innovation and tradition: combinding the old and the new. red. / Katharina Hölzle; Jennie Björk. Continuous Innovation Network, 2017.

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

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T1 - Expansion of the Kano model to identify relevant customer segments and functional requirements

AU - Atlason, Reynir Smari

AU - Stefansson, Arnaldur Smari

AU - Wietz, Miriam

AU - Giacalone, Davide

PY - 2017

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N2 - The Kano model of customer satisfaction has been widely used to analyse perceived needs of customers. The model provides product developers valuable information about if, and then how much a given functional requirement (FR) will impact customer satisfaction if implemented within a product, system or a service. A current limitation of the Kano model is that it does not allow developers to visualise which combined sets of FRs would provide the highest satisfaction between different customer segments. In this paper, a stepwise method to address this particular shortcoming is presented. First, a traditional Kano analysis is conducted for the different segments of interest. Second, for each FR, relationship functions are integrated between x=0 and x=1. Third, integrals are inserted into a combination matrix crossing segments and FRs, where FRs with the highest sum across the chosen segments are identified. At last, the functions of the chosen segments with the smallest interval, define the FRs appealing to the biggest target group. The proposed extension to the model should assist product developers within various fields to more effectively evaluate which FRs should be implemented when considering more than one combined customer segment. It further shows which segments provide the highest possibility for high satisfaction of combined sets of FRs. We demonstrate the usefulness of this approach in a case study involving customers’ preference for outdoor sports equipment.

AB - The Kano model of customer satisfaction has been widely used to analyse perceived needs of customers. The model provides product developers valuable information about if, and then how much a given functional requirement (FR) will impact customer satisfaction if implemented within a product, system or a service. A current limitation of the Kano model is that it does not allow developers to visualise which combined sets of FRs would provide the highest satisfaction between different customer segments. In this paper, a stepwise method to address this particular shortcoming is presented. First, a traditional Kano analysis is conducted for the different segments of interest. Second, for each FR, relationship functions are integrated between x=0 and x=1. Third, integrals are inserted into a combination matrix crossing segments and FRs, where FRs with the highest sum across the chosen segments are identified. At last, the functions of the chosen segments with the smallest interval, define the FRs appealing to the biggest target group. The proposed extension to the model should assist product developers within various fields to more effectively evaluate which FRs should be implemented when considering more than one combined customer segment. It further shows which segments provide the highest possibility for high satisfaction of combined sets of FRs. We demonstrate the usefulness of this approach in a case study involving customers’ preference for outdoor sports equipment.

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Atlason RS, Stefansson AS, Wietz M, Giacalone D. Expansion of the Kano model to identify relevant customer segments and functional requirements. I Hölzle K, Björk J, red., Proceedings of the 17th International Continuous Innovation Network Conference: Innovation and tradition: combinding the old and the new. Continuous Innovation Network. 2017