International Journal of Scientific Management and Development

Vol.2 (9), 441-448 September (2014)

ISSN:2345-3974

Review Paper

Understanding Customer Requirements through Quantitative Analysis of Services Attributes Based on

Kanos Model: A Case study of Tabrizs Municipalities
Farzaneh Radfar1*, Manouchehr Omidvari2, Hasan Haleh3
1Department of Industrial Engineering, Science and Research Branch, Islamic Azad University, Qazvin, Iran
2Department of Industrial and Mechanical Engineering, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3Department of Industrial and Mechanical Engineering, Qazvin Branch, Islamic Azad University, Qazvin, Iran
Available online at: www.IJSMD.Com
Received 3th April 2014, Revised 26th April 2014, Accepted 7th May 2014
Abstract
Customer satisfaction is one of the most important issues concerning organizations of all types, which is justified by the customerorientation philosophy and the main principles of continuous improvement of modern enterprises. For satisfying the customers, the
organizations and organs shall recognize the requests, needs and expectations of customers due to their fundamental and vital effects
on the organizations so that they can reach on customers' satisfaction upon focusing and paying attention to it. This research is aimed at
recognizing and identifying the effective Criteria on citizens' satisfaction of utilities in Tabriz city of Iran, was investigated service
quality perception in the municipality regions and was measured the relevance of citizens requirements to identify their expectations
about quality of services and was obtained relevant characteristics that can help to plan a Strategy of achieving high citizens' satisfaction.
Also we analyzed the roles they play in satisfaction. In this regard, a questionnaire of Kano model including 20 pair questions of
functional and dysfunctional with reliability coefficient Higher than 0.7was prepared and it was distributed among 400 citizens at
different regions of Tabriz using the stratified sampling. Therefore the type of citizens' needs and requirements were recognized and
classified into three main classes of must-be, one-dimensional and attractive having used the Kano Model. The obtained results
confirmed the reliability of the above model and indicated that services Regular Collection of Garbage, Cleaning Streets, Lanes &
Pathways, Addressing the streets' asphalt statue and Cleaning & Addressing to Canals and streams status are in must-be classification,
Supplying citizens Safety and Constructing Cultural, Art, Or Sport Facilities & Spaces are in Onedimensional classification, possibility
of installment payment through automatic money dispensers are in attractiveness classification. Also, the requirements that have
high/low influence in satisfaction/dissatisfaction of the customers Was determined. Service Quality of addressing the faade of city has
maximum effect on satisfaction and Service Quality of addressing the streets' asphalt statue has Minimal effect on dissatisfaction.
Keywords: Service Quality; Customer Satisfaction; Quality Attributes; Kano Model
Introduction
The study of management's theories and doctrines shows that
after 1990s there was a tendency towards customers and
increasing quality, diversity and speed of rendering of services in
organization. The focus on customers, in this decade, is a concept,
which has a key role in organization's sustainable competition
advantage (Goli, 2007). Customer satisfaction is an essential
factor in competition in global market (Chen and Chuang, 2008).
As Peter Draker Stated, "Customer satisfaction is the final goal of
all activities". Therefore, each successful organization wants to
offer services that provide a customer, satisfaction (Gass, 1986).
There are many discussions about difference and relation between
quality of services and customer's satisfaction. Empirical
investigations, such as Cronin's and Taylor's which showed that
the quality of received services lead to an increase in customer
satisfaction, confirm the cause and effect relationship between
quality and satisfaction. Asprng and McCoy study also confirms
this relationship (Che et al., 1999). Knowing the important factors
affecting customer satisfaction has a special importance,
especially in developed countries. Kano model is one of the
techniques that can help to measure customer satisfaction with
improvement in service quality (Lee and Huang, 2009). Kanos
model is a widely used tool for understanding the voice of
customers and their impact on customer satisfaction. In the past,
the relationships between the degree of customer satisfaction and
the fulllment level of customer requirements were generally
viewed in one-dimensional terms that is, the higher the level of
fulllment in customer requirements, the greater customer
satisfaction. Fullling the customer expectations to a greater
extent does not necessarily guarantee a higher level of customer
satisfaction (Matzler and Hinterhuber, 1998), but recognizes the

diverse relationships between requirements fulllment and

customer satisfaction, especially the nonlinear relationships. It
categorizes different customer requirements into a must-be, onedimensional and attractive classifications based on how well they
are able to achieve customer satisfaction. (Kano et al., 1984) This
study focuses on categorizing and determining the relevance
customers' needs to identify their expectations about Quality of
Services, identifying customers' expectations about Quality of
Services, and obtaining relevant characteristics that can help to
plan a Strategy of achieving high customers' satisfaction.
Literature review
The Kano model
The Kano model was first developed by Dr Noriaki Kano and his
colleagues in 1984 (Kano et al., 1984) to categorize the attributes
of a product or service, based on how well they are able to satisfy
customers needs; Inspired by Herzbergs Motivator - Hygiene
Theory (M-H Theory) in behavioral science. In essence, the
theory posits that the factors that cause job dissatisfaction are
different from the factors that cause job satisfaction. A distinction
between satisfaction and dissatisfaction was first introduced in
the two-factor theory of job satisfaction by Herzberg et al. (1959).
Kanos theory of attractive quality has gained increasing
exposure and acceptance since it was first introduced in 1979, and
has been applied within quality management, product
development, strategic thinking, employee management,
business planning, and service management (Witell and Lofgren,
2007). Kanos model has commonly been used to investigate the
role of various quality attributes in customers 'perceptions of
quality in product or service development processes. Compare to
the other methods, the strength of the Kano methodology is that

*Correspondent Author: Farzaneh Radfar (far.radfar@gmail.com)

Manuscript No: IJSMD-KINA-2014-237

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Vol.2 (9), 441-448 September (2014)
it can provide guidance in trade-off situations and it can point out
opportunities for service differentiation (Matzler and
Hinterhuber, 1998; Witell and Lofgren, 2007). Kanos model that
has submitted by Doctor Noriaki Kano, Its used in many models
of customer satisfaction today. He categorized customers' needs
or quality products into three groups and displayed each three
types of needs in a two-dimensional graph Figure 1 Vertical axis
shows customer satisfaction and horizontal axis shows the level

ISSN:2345-3974

of customers' quality requirements. The Highest and lowest point

of the vertical axis of the graph respectively represent customer
total satisfaction and customer dissatisfaction. The confluence of
vertical and horizontal axis is the place where customer
satisfaction and dissatisfaction are equilibrium. The right side of
the horizontal axis shows the place, which the expected quality
requirements is fully supplied and the left side display the point
that the production does not contain quality requirements.

Figure 1. Customers' quality requirements

Source: Adapted from Kano et al. (1984)
Customer satisfaction was already debate as one-dimensional
process. It was shown that high quality perception result in more
satisfied customers and vice versa. However, the fulfillment of
each product features at high levels does not necessarily provide
customer satisfaction. But, Kano customer satisfaction model
introduced the methodology that determines what components of
the characteristics of goods and services have influence on
customers' satisfaction. In this model, customers' needs divide
into three main groups:
A) Basic or Must-be requirements:
If the product does not contain this need, the customer will not
buy this product. This need must be contain in the product
because the customer want it, although it does not lead to
customer satisfaction.
B) performance or Onedimensional requirements:
If the product does not meet these requirements, it will result in
customer dissatisfaction, but if these requirements are fulfilled,
leads to customer satisfaction. Therefore, if Expected needs do
not meet, the customer will not buy that product.
C) Excitement or attractive requirements:
A fulfilled motivational need lead to customer over satisfaction.
Nevertheless, lack of this need in a product does not result in
customer dissatisfaction (Vargas, 1990; Wind, Saaty, 1980).
The relationship between these needs is shown in Kano figure. Of
course meeting must-be needs do not pass over indifference
boundary and the more the one-dimensional needs are met the
greater customer satisfaction happen (Wilson and Deborah,
2001).

The Kano evaluation table

In order to determine which customer requirements are attractive,
must-be and one-dimensional, a pair-wised Kano questionnaire is
prepared in form of positive and negative questions for each of
the quality attribute.
In other words, each question pair includes a functional and a
dysfunctional form of the same question. The functional question
examines customers reaction if his/her expectation is fullled
and the dysfunctional question examines customers reaction if
his/her expectation is not fullled. Both questions include a
similar set of different ve response options for the customer to
select as illustrated in the Kano evaluation table. The Table 1
shows a better understanding of the above statements. As it is
addressed in Table 1, attributes can be classied into three
categories of indifferent (I), questionable (Q) and reverse (R) in
addition to the three dened major categories of A, O and M.
(Matzler and Hinterhuber, 1998)
Indifferent means that the customer is not much interested in it,
whether it is present or not.; a questionable rating indicates that
either the question was phrased incorrectly, or the customer
misunderstood the question, or an illogical response was given;
and reverse means that, not only do the customers not desire that
product attribute, but they also expect the reverse of it. (Chaudha
et al., 2011)
Generally, the mode, or the most frequent observations of the
sample set of responses, is considered as the nal Kano category
for that customer requirements. (Kano et al., 1984)

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Table 1. Kano evaluation table

How do you feel if attribute X is not present?
DYSFUNCTIONAL Question
1.like
2.must-be
3.neutral
4.live with
5.dislike
1.like
Q
A
A
A
O
2.must-be
R
I
I
I
M
3.neutral
R
I
I
I
M
4.live with
R
I
I
I
M
5.dislike
R
R
R
R
Q
A=Attractive
M=Must-be
R=Reverse
O=One-dimensional
I=Indifferent
Q=Questionable
Source: Adapted from Kano et al. (1984)
Matzler and Hinterhuber (1998); Shahin (2004); Berger, (1993)

FUNCTION
AL Question

How do you feel if

attribute X is
present?

CRs

Evaluation according frequencies

From the results obtained through the function/dysfunction
questions described above, every requirement can be classified in
one of the five categories on the basis of the highest frequency of
responses. (Matzler & Hinterhuber, 1998)
Determining Better Value and Worse Value
It seems that using the most frequent indicator in the analysis of
Kano Model cannot be reliable. Therefore, to get more
comprehensive view about the results reached by Kano Model,
the role of each element in increasing the satisfaction or
decreasing the dissatisfaction of the customers can be identified
by measuring better value (Customer Satisfaction Index (CSI))
and worse value (Customer Dissatisfaction Index (DSI)) for every
quality indicator. Better value will be achieved by adding up the
attractive and one-dimensional quality responses and then
dividing the sum by the total number of attractive, onedimensional, must-be and indifferent responses. Worse value will
be achieved by adding up the must-be and one-dimensional
quality responses and then dividing the sum by the total number
of attractive, one-dimensional, must-be and indifferent responses
and putting a minus before the answer. This method was
developed by Berger and colleagues in 1993.
This method of formulas are presented as below:
Customer Satisfaction Index (CSI):
+
Better =
+++

(1)

Customer Dissatisfaction Index (DSI):

+
Worse = (-1)
(2)
+++

Considering the formula, better value shows to what extent

customer satisfaction can be increased by improving quality
elements. While, worse value shows to what extent nonfulfillment of quality elements can reduce satisfaction.

Better value and worse value are between zero and one. If the
value of an element approaches zero, that element has a low level
of influence. The closer better value is to one the indication is that
that element has positively influenced users satisfaction. While,
the closer the worse value of an element is to one, the indication
is that that element decreases customer dissatisfaction. Based on
these two indexes, we can find which items can influence
customer satisfaction. Consequently, the items with higher
absolute values are demonstrating greater influences, and are the
ones we should pay attention to. Therefore, we can understand
how an element can influence users satisfaction and to what
extent, focusing on every element can increase the satisfaction
and prevent the decrease of users dissatisfaction (Liu, 2008;
chen, kuo, 2011)
Research procedure
This study used the Twenty Criteria of service quality and used
Kano model for quantitative analysis to measure the service
quality of utilities of municipalities.
Location domain research is total ten municipality regions of
Tabriz and date domain is related to 1392 solar year.
It is necessary to explain that ten regions have been removed of
statistical population Because of newly established.
The implementation procedure of the proposed model is
illustrated in Figure 2.
Implementation
There are different stages for the proposed model of this paper. In
the first stage, we interviewed some experts to find the most
important issues affecting citizens' satisfaction. In this stage, we
also interviewed experts and connoisseurs for preparing the
necessary Indicators. The Questionnaire has included 20
questions (Functional and dysfunctional questions) about
citizens needs quality of services the municipality regions in
Tabriz. The questions of this questionnaire have been divided into
three groups of Mandatory, Onedimensional and attractive using
the Kano table.

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Vol.2 (9), 441-448 September (2014)

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Definition and limitation

of object under survey

Literature
research

Internet research
Identification of the customer
requirements
Explorative brief

Own
considerations

interviews

Question
formulation

Structuring of
Construction of the kanoquestionnaire

questionnaire

Graphics

Collection of
questions

Administering customer
interviews

Evaluation and interpretation

of the result
Figure 2. Analysis process of service attributes based on quantitative Kano model
The proposed model of this paper, We have used the following
statistical error. On the other, we consider p=0.5, 2 = 1.96 and
sampling procedure to find out where the
d=0.05.
number of questionnaire is sufficient or not.
We obtained Sample Sizes:400 for All Populations, also
2
calculated Sample Size using the stratified sampling for each
2
2
n=
(3)
region in Tabriz . Cronbach's alpha was used to calculate the
2

2
reliability questionnaires by Spss 19 Software.
1+1
(
1)

2
Where N is the population size, p=1-q represents the yes/no
For functional questions is:
categories, is CDF of normal distribution and d is the
2

Reliability Statistics
Cronbach's
Alpha
N of Items
.767
20

And for dysfunctional questions is:

Reliability Statistics
Cronbach's
Alpha
N of Items
.852
20
Finally, we distributed questionnaires among 400 citizens in
different regions of Tabriz .The following results in table 2, show

Personal characteristics of the people participating in the survey.

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International Journal of Scientific Management and Development

Vol.2 (9), 441-448 September (2014)
Table 2.General information of respondents.
Variables
Items
Gender
Man
Woman
marital status
Single
Married
Age
18-30 years
31-40
41-50
51-60
61 years and higher
Education
High school diploma and lower
Junior college diploma
Bachelor degree
M.Sc. and M.A. and higher
To identify the affected factors on citizens' satisfaction, by using
library resources, essays, books, related thesis and web network,
and also views of experts, 20 factors are identified.
Questionnaires with the Kano model is made and distributed
among citizens and collected the related information. In table 3,
determining is shown according to Kano model (Berger et al,

Frequency
251
149
169
231
141
136
66
46
11
95
85
148
72

Percentage of total
0.63
0.37
0.42
0.58
0.35
0.34
0.16
0.12
0.03
0.24
0.21
0.37
0.18

1993).
After collecting questionnaires in the first and second part of
research, by using statistical sample, affected factors on citizens
satisfaction, accordance to three Kano needs, it means,
Mandatory, One-dimensional and attractive are divided in table
3.

Table 3. Kano questionnaire results

Responses frequency Percent
Name

Service Attributes (Factors)

SE1
SE2

SE9
SE10

Addressing the Faade of City

Feedback & involving citizens' opinions
Authorities' Speed & Seriousness in Addressing the citizens'
Problems
Proper & Appropriate Encountering of Municipality Employees with
the Referred
Regular Collection of Garbage
Cleaning streets, lanes & pathways
Keeping & developing public green spaces & parks
Supplying citizens Safety via mounting fence, air bridge, Pedestrian
Lining, Speed Bump, etc.
Mechanizing Pedestrian Bridge with Escalator
Cleaning & Addressing to Canals and streams status

Name

Service Attributes (Factors)

SE11

Cleaning & Painting walls, fences and Tables

Addressing the Eliminating the Nuisance of annoying jobs, Peddlers,
Beggars, and other Bothers Factors of citizens
Pruning trees & Their Spraying in streets and parks
Addressing the environmental health and fighting with insects,
vermin and stray animals
Addressing the Sidewalk floorings
Addressing the streets' asphalt statue
Addressing public restrooms and increasing them in city
Constructing Cultural, Art, Or Sport Facilities & Spaces
(constructing library, cultural center, sport saloon and ground)
Holding ceremonies and matches in national, religious events,
landscaping and city decoration in feasts and mourning
Serious and Vigorous Encountering with Unauthorized Construction
and Addressing to Urban Constructions

SE3
SE4
SE5
SE6
SE7
SE8

SE12
SE13
SE14
SE15
SE16
SE17
SE18
SE19
SE20

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Most
of
O
O

112
133

216
155

47
66

22
44

3
2

212

135

22

31

197

148

33

21

236
186
117

126
175
194

14
35
54

24
4
35

M
M
O

103

135

95

67

78
253

118 138
65
1
112
14
21
Responses frequency Percent

A
M

M
1

Most
of
A

113

112

121

54

106

157

37

91

141

162

63

33

244

129

19

240
289
228

118
85
109

23
11
21

19
15
42

M
M
M

97

143

110

50

95

108

139

54

152

177

25

45

A
O

445

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International Journal of Scientific Management and Development

Vol.2 (9), 441-448 September (2014)
Each service quality attribute which were assigned by the
respondents was analyzed through frequency analysis. As
Matzler and Hinterhuber (1998) stated, the simplest method is to
use frequency of answers for evaluation and interpretation goals.

So, In Determining the type of every service attributes, the service

attribute category which has the highest frequency is selected as
identifier. The results of the analysis are shown on Table 4.

Table 4. Classification of 20 factors according to Kano model

Categorize the needs in point of view of citizens
Must-be Attributes (M)
Authorities' Speed & Seriousness in Addressing
the citizens' Problems
Proper & Appropriate Encountering of
Municipality Employees with the Referred

One-dimensional Attributes (O)

Addressing the Faade of City

Regular Collection of Garbage

Keeping & developing public green spaces &

parks
Supplying citizens Safety
One-dimensional Attributes (O)
Addressing the Eliminating the Nuisance of
annoying jobs, Peddlers, Beggars, and other
Bothers Factors of citizens
Pruning trees & Their Spraying in streets and
parks
Constructing Cultural, Art, Or Sport Facilities
& Spaces
Serious and Vigorous Encountering with
Unauthorized Construction and Addressing to
Urban Constructions

Cleaning streets, lanes & pathways

Must-be Attributes (M)
Cleaning & Addressing to Canals and streams
status
Addressing the environmental health
Addressing the Sidewalk floorings
Addressing the streets' asphalt statue

Feedback & involving citizens' opinions

Attractive Attributes (A)

Mechanizing Pedestrian Bridge with
Escalator
Cleaning & Painting walls, fences and
Tables
Holding ceremonies and matches in
national, religious events
Attractive Attributes (A)

Addressing public restrooms and increasing them

in city

Analysis of Kanos questionnaire using determining degree of the

best and worst cases for each specification is shown in the Kanos
evaluation table. In fact, results of Kanos evaluation table are
used to determine how much each specification increases

customers satisfaction. To do so, results of Kanos table are used

in the following equations and degrees of the best and worst cases
are added to the model:

Table 5. Customer satisfaction and customer dissatisfaction indexes for each service requirement
Service
Category
CSI (Better)
DSI (Worse)
GAP
Attributes
SE3
M
0.39
-0.87
-0.48
SE4
M
0.45
-0.86
-0.41
SE5
M
0.35
-0.91
-0.56
SE6
M
0.53
-0.90
-0.37
SE10
M
0.32
-0.91
-0.59
SE14
M
0.37
-0.93
-0.56
SE15
M
0.35
-0.90
-0.55
SE16
M
0.24
-0.94
-0.7
SE17
M
0.33
-0.84
-0.51
SE1
O
0.66
-0.83
-0.17
SE2
O
0.56
-0.72
-0.16
SE7
O
0.62
-0.78
-0.16
SE8
O
0.58
-0.60
-0.02
SE12
O
0.50
-0.67
-0.17
SE13
O
0.56
-0.76
-0.2
SE18
O
0.63
-0.60
0.03
SE20
O
0.51
-0.82
-0.31
SE9
A
0.64
-0.49
0.15
SE11
A
0.58
-0.56
0.02
SE19
A
0.62
-0.51
0.11

Local
Ranking
3
2
6
1
8
7
5
9
4
5
3
4
2
6
7
1
8
1
3
2

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Vol.2 (9), 441-448 September (2014)

SE3
SE4
SE5
SE6
SE10
SE14
SE15
SE16
SE17
SE1

SE7
SE8
SE12
SE13 -1

-0/8

-0/6

-0/4

-0/2

0/2

0/4

0/6

0/8

Impact on
Impact on satisfaction
dissatisfaction
Figure 3. Better Value and Worse Value of Service Quality
Finding and Conclusion
In this paper, first, using Kanos model all citizens needs were
divided into three groups of Must-be, Onedimensional and
Attractive. Next, using Better Value and Worse Value each
requirement for prioritization was identified in each class.
Analyzing data collected by distributing questionnaires using
kano model, it is resulted that these factors effect on customer
satisfaction:
Rapport among 20 studied factors SE3, SE4, SE5, SE6, SE10,
SE14, SE15, SE16 and SE17 are as requirements that consumers
take for granted (i.e., Must-be requirements). Their presence does
not determine satisfaction while their absence causes great
dissatisfaction.
Also, these factors function as Onedimensional factors: SE1,
SE2, SE7, SE8, SE12, SE13, SE18 and SE20. Their fulllment is
positively and linearly related to the level of customer
satisfaction. The higher the level of fulllment, the higher the
degree of customer satisfaction, and vice versa.
And SE9, SE11 and SE19 are as elements whose their presence
increases the great satisfaction the nonlinear form (i.e., Attractive
requirements). Their fulfillment increases customer satisfaction
while their absence does not determine dissatisfaction.
So,This result shows that most citizens have very high demands
for the quality of must-be needs elements; the majority of citizens
consider most services as must-be, thus, when such elements are
sufficient, it does not add to satisfaction; however, when they are
missing, citizens would become dissatisfied.
Also, The findings of calculation the customer satisfaction index
and the customer dissatisfaction index for each requirement has
indicated in table 5.
Service quality of addressing to the city faade have maximum
effect on satisfaction and service quality of addressing the
streets' asphalt statue have Minimal effect in dissatisfaction.

According to Better and Worse Value, the requirements in Mustbe classification have much influence in dissatisfaction of the
customers, The Onedimensional factors have much influence in
satisfaction of the customers, and The Attractive requirements
that have high Better and Worse Values, this factors have much
influence both the satisfaction and dissatisfaction of the
customers.
From the viewpoint of citizens, Cleaning streets, lanes &
pathways requirement in Must-be classification has first
priority, also Constructing Cultural, Art, Or Sport Facilities &
Spaces in Onedimensional classification and Mechanizing
Pedestrian Bridge with Escalator in Attractive classification Are
more important than others.
This study helps municipalities to concern more important
effective factors to raise citizens satisfaction and allocate
organization resources accurately on this basic. In addition, in this
paper a kano model in crisp mood was presented for recognizing
and classifying effective indexes on customers' satisfaction. To
have more mode for classifying customers' requirements, a kano
model in fuzzy mood can be considered as further researches.
Beside these, the other future research might examine the way
that quality attributes characterize and classify by ServQual
method in terms of the Kanos definitions.
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