Dynamics of service attributes: a test of Kano's theory of attractive quality

Abstract

PurposeThe aim of the paper is to contribute to a better understanding of the theory of attractive quality through an empirical investigation of an e‐service. Our focus is on the consistency of different levels of service attributes and their dynamics. Our empirical investigation aims to increase both the validity of the theory of attractive quality and the use of technology readiness as a means to understand the variation of customer perceptions of service attributes.Design/methodology/approachA survey of customers' technology readiness, usage and perceptions of an e‐service was conducted. Four propositions concerning the consistency and dynamics of Kano's theory of attractive quality are tested, mainly using general linear models.FindingsOur results show that by investigating customers at different stages of the service adoption curve, a better understanding of certain dynamics of service attributes can be achieved. When the e‐service was introduced, it was perceived as indifferent; at present it is seen as an attractive service by the market. But the early adopters of e‐services already regard it as a one‐dimensional or a must‐be service.Originality/valueThe study provides a new framework and methodology for how to investigate the dynamics of service attributes, not only between individuals within different market segments, but also at different service attribute levels. From a managerial standpoint, our results suggest consequential insight about the life cycle of the services that an organization provides to its customers.

Understanding the characteristics of effective professors: the student's perspective

“…Early work was conducted in the area of engineering (Kano, 1984). More recently, the Kano methodology, however, has also been applied successfully to diverse domains such as e-services (Nilsson- Witell & Fundin, 2005;Witell & Löfgren, 2007), employee satisfaction (Matzler et al, 2004a), bank services (Bhattacharyya & Rahman, 2004), internet community bonding (Szmigin & Reppel, 2004), and tourist satisfaction in Singapore (Pawitra & Tan, 2003).…”

“…Nilsson- Witell & Fundin (2005) found that after using an e-service (online ordering of movie tickets) five or more times customers perceived the service as a one-dimensional or even must-be factor. Thus, taking a longitudinal approach, future research could investigate whether attributes of professors also deteriorate over time from excitement factors to one-dimensional attributes and finally to must-be factors.…”

Using the Kano Model to Analyze the Formation of Regional Attractive Factors of Art Street in Taichung, Taiwan

“…The Kano Model was first proposed by Kano et al in 1984, and relevant research employing the Kano model research method has been widely applied to product design, consumer behavior, community development and tourism services (Sireli et al, 2007;Ho and Lee, 2007;Nilsson-Witell and Fundin, 2005). It involves little mathematical computation and can be used to collect relevant information quickly.…”

What Influences Customer Satisfaction When? Product and Service Over Time

“…In studies of customer value and satisfaction, researchers have proposed that customer perceptions of service attributes will change over time (Nilsson-Witell and Fundin, 2005). Woodruff (1997) argued that important attributes perceived by customers will change with time, and when a product is in purchase, in use, and after use, the customers' perceived value for each attribute of a product will change.…”