The theory of attractive quality and experience offerings

Abstract

PurposeThe aim of this paper is to discuss the use of the theory of attractive quality and the Kano methodology in an experience context in order to understand how different experienced attributes contribute to delight and satisfaction among customers.Design/methodology/approachThe study applied theoretical and quantitative approaches in order to examine the theory of attractive quality and the Kano methodology. A total of 270 respondents responded to the survey instrument, which was based on qualitative interviews.FindingsThe research showed that existing questions and answering alternatives included in the Kano methodology must be adapted to the nature of experiences. The paper contributes in the form of a new evaluation table, having shown that existing tables were invalid in relation to the importance rating and the Must‐Be>One‐dimensional>Attractive>Indifferent evaluation rule. Finally, the paper also shows how hedonic attributes create delight and utilitarian attributes create satisfaction, which contributes to a holistic offering.Practical implicationsManagers should address the fact that simply including an attribute is not sufficient; they must also consider its nature and how it performs and attach to the offering when studying experiences to understand how it contributes to either delight or satisfaction.Originality/valueTo date, few studies have addressed or discussed the consequences of applying the theory of attractive quality and the Kano model – including its rules for classification – to experience‐based offerings. The present article does this and also offers a theoretical extension of the theory of attractive quality and service marketing in terms of how customers holistically consider value and how Kano survey results should be analysed.

Dimensions of Shopping Experience and Customer Satisfaction

“…Pierwszą próbę dostosowania modelu Kano do realiów gospodarki doświad-czeń podjął C. Högström (2011). Podzielił on cechy oferty możliwe do dostarczenia klientowi na utylitarne i hedonistyczne, a następnie przyjął założenie, że zapewnienie lub nie tych pierwszych sprawia, iż klient porusza się na kontinuum między złością a satysfakcją, natomiast ocena atrybutów hedonistycznych powoduje uczucia między zachwytem a niezadowoleniem (rys.…”

“…Model Kano i jego teoria atrakcyjnej jakości (Kano, Seraku, Takahashi, Tsuji, 1984;Kano, 2001) mogą posłu-żyć jako narzędzie do określenia, w jaki sposób komponować doświadczenie dostarczane klientowi oraz które jego elementy są naprawdę istotne, a które obojętne. Należy zaznaczyć, że istnieje bardzo niewiele badań, które wykorzystują model Kano do analizy doświadczeń konsumenta (Högström, 2011). Zdecydowana większość zastosowań tego modelu dotyczy usług lub towarów.…”

Theory of attractive quality and the Kano methodology – the past, the present, and the future

“…As an example, Högström (2011) Another exception was Gruber et al (2011), who examined the attributes of effective frontline employees dealing with customer complaints in personal interactions. The research revisited the life cycle of quality attributes in a cross-cultural study, suggesting that the ability and attributes of service employees to delight customers varied from country to country in a systematic manner.…”

“…An interesting issue to consider is whether we are approaching the limits of the theory of attractive quality, or if the Kano methodology can be further developed to also deal with experiences. There are two alternative ways in which to approach this issue: either adapt the methodology to experiences (see Högström, 2011), or develop new frameworks for the experience society (see, for instance, the Diamond Model suggested by Dahlgaard et al (2008)). …”

“…Martensen and Grönholdt (2001), Kano (2001), Witell and Löfgren (2007). Gruber et al (2011), Högström (2011.…”