Application of Kano model to identification of wine festival satisfaction drivers

Abstract

Purpose Practitioners and researchers are persistently trying to identify critical product/service attributes that generate greater customer satisfaction, which in turn yields multiple positive outcomes for the business. However, traditional measuring of attribute performance does not account for a non-linear nature of the relationship between attribute performance and customer satisfaction. The purpose of this paper is to apply an alternative method – penalty-reward contrast analysis (PRCA) grounded in Kano model – to a wine festival setting and to estimate the effects of each attribute on the overall satisfaction. Design/methodology/approach The aim of the study is to use a self-administered survey distributed to attendees of a large wine festival in the USA, resulting in a sample of 250 festival attendees. Findings Personnel and entertainment were considered “must-be” or basic factors for wine festivals. Failing to deliver on these dimensions will lead to attendees’ frustration and is likely to outweigh positive impact of other factors. Wine was considered to be a linear, or performance, factor with symmetrical positive and negative impact on satisfaction. Food and facilities were non-significant in predicting customer satisfaction. Practical implications Given that most wine festivals operate with rather scarce resources in a competitive environment, using an approach that helps determine how limited resources are best deployed to achieve the highest levels of customer satisfaction is beneficial for the industry. The study provides new insights to wine festivals managers as to how drivers of satisfaction may vary according to attributes of both the festival and the attendees. Originality/value The study adopts the novel approach of the PRCA in its application to wine festivals, making the study unique and noteworthy. It brings new knowledge about quality components of wine festivals and adds support to the new evaluation tool.

Integrating Evaluation Grid Method and Fuzzy Quality Function Deployment to New Product Development

“…Yadav et al [43] integrate both Kano and robust design approach for aesthetical car profile design. Velikova et al [44] apply the Kano model to identify the overall satisfaction of a wine festival. The Kano model has also been widely used in product design, real estate sales, hotel services, and some other fields [45][46][47][48][49][50].…”

Determining the attributes of gastronomic tourism experience: Applying impact‐range performance and asymmetry analyses

“…They also note that often performance and importance responses are skewed heavily toward the positive end of the scale implying that attributes that are below the grand mean of importance and performance should not necessarily be categorized as "low" (Bacon, 2003). Along the same lines, Velikova et al (2017) report that IPA relies on self-reported importance which does not show whether the attribute is important if it is provided or if it is important if it is absent. In addition, Sever (2015) identifies about nine conceptual (e.g., lack of precise definition of importance) and methodological issues (e.g., lack of validity and reliability criteria) of IPA.…”

“…Penalty-reward contrast analysis (PRCA) PRCA is a multiple regression technique for assessing the performance of attributes based on their impact on satisfaction using meaningful variables of low performance attribute (penalty) and high performance attribute (reward) (Brandt, 1988;Mikuli c & Prebežac, 2011;Velikova, Slevitch, & Mathe-Soulek, 2017). It provides a meaningful interpretation of variables (Velikova et al, 2017) and serves as initial data input for other techniques such as IRPA and IAA (Mikuli c & Prebežac, 2008).…”

“…Both researchers and practitioners are constantly searching for models to identify quality attributes of products and services that affect customer satisfaction for reliable decision making (Velikova et al, 2017). One important asymmetrical model for identifying service and product attribute-performance relationship with customer satisfaction is the three-factor theory rooted in the Kano model (Matzler & Hinterhuber, 1998) which is an extension of Herzberg's two factor "motivation-hygiene theory" (Herzberg, Mausner, & Snyderman, 1959;Tietjen & Myers, 1998).…”

How to Make E-Commerce More Successful by Use of Kano’s Model to Assess Customer Satisfaction in Terms of Sustainable Development

“…The Kano method was used in the form of a special type of questionnaire. The questionnaire contained positive and negative versions of statements/questions that referred to the attributes of a specific product [77]. Customers in the questionnaire indicated which features of the product or services must be included, which depended the level of customer satisfaction, and which characteristics customers did not want.…”