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

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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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.
Original languageEnglish
Title of host publicationProceedings of the 17th International Continuous Innovation Network Conference : Innovation and tradition: combinding the old and the new
EditorsKatharina Hölzle, Jennie Björk
Number of pages11
PublisherContinuous Innovation Network
Publication date2017
ISBN (Electronic)978-90-77360-19-4
Publication statusPublished - 2017
Event17th International Continuous Innovation Network Conference: Innovation and tradition: combining the old and the new - Politecnico di Torino, Turin, Italy
Duration: 11. Sep 201613. Sep 2016
Conference number: 17

Conference

Conference17th International Continuous Innovation Network Conference
Number17
LocationPolitecnico di Torino
CountryItaly
CityTurin
Period11/09/201613/09/2016

Fingerprint

Customer satisfaction
Sports

Keywords

  • Kano model
  • customer satisfaction
  • Innovation
  • segmentation

Cite this

Atlason, R. S., Stefansson, A. S., Wietz, M., & Giacalone, D. (2017). Expansion of the Kano model to identify relevant customer segments and functional requirements. In K. Hölzle, & J. Björk (Eds.), 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. editor / Katharina Hölzle ; Jennie Björk. Continuous Innovation Network, 2017.
@inproceedings{b057be237c8b4c3ebd7e1fd0e82a21b8,
title = "Expansion of the Kano model to identify relevant customer segments and functional requirements",
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.",
keywords = "Kano model, customer satisfaction, Innovation, segmentation",
author = "Atlason, {Reynir Smari} and Stefansson, {Arnaldur Smari} and Miriam Wietz and Davide Giacalone",
year = "2017",
language = "English",
editor = "Katharina H{\"o}lzle and Jennie Bj{\"o}rk",
booktitle = "Proceedings of the 17th International Continuous Innovation Network Conference",
publisher = "Continuous Innovation Network",

}

Atlason, RS, Stefansson, AS, Wietz, M & Giacalone, D 2017, Expansion of the Kano model to identify relevant customer segments and functional requirements. in K Hölzle & J Björk (eds), Proceedings of the 17th International Continuous Innovation Network Conference: Innovation and tradition: combinding the old and the new. Continuous Innovation Network, Turin, Italy, 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. ed. / Katharina Hölzle; Jennie Björk. Continuous Innovation Network, 2017.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

TY - GEN

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

Y1 - 2017

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.

KW - Kano model

KW - customer satisfaction

KW - Innovation

KW - segmentation

M3 - Article in proceedings

BT - Proceedings of the 17th International Continuous Innovation Network Conference

A2 - Hölzle, Katharina

A2 - Björk, Jennie

PB - Continuous Innovation Network

ER -

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