Abstract

[This abstract is based on the author's abstract.] As the competition for new markets and customers increases, the level of customer satisfaction becomes a key factor for long-term business success. Because customers equate quality of a product or service to a number of factors, it is important to determine which features bring the highest degree of satisfaction. Kano's model of customer satisfaction can determine attractive or mandatory requirements, but not the degree of satisfaction or dissatisfaction an attribute brings to customers. Guidelines for a modified Kano's method demonstrate how to determine to what degree an attribute is attractive or mandatory.