An Alternative Approach to Analyze Customer or Employee Satisfaction Data Based on Kano Model

In recent years a companies’ need for information about customer requirements, which represent the key to retain actual customers and attract new ones, has steadily increased. Kano et al. [9] proposed an interesting model aiming at the classification of product or service characteristics as dissatisfiers, delighters, performance or indifferent attributes. Unfortunately, the required questionnaire structure is quite complex, consequently the rate of incomplete/inconsistent questionnaires is not negligible at all. In the present manuscript, the authors propose a model which allows allocation of a the customers’ requirements into Kano’s categories in a simple way. The underlying idea is to conduct two distinct analysis on the same attributes. Both analysis aim at investigating the attributes’ relationships with the overall variable (satisfaction, loyalty, etc), but one analysis focuses attention on the bottom part of the scale (low scores), while the other on the top part (high scores).