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A validation Study of House of Quality key performance indicators
4.3.2 Kano Analysis
The second part of the questionnaire (Appendix 7) consists of questions based on the Kano model.
The Kano model (Kano, 1984) was developed to classify product or service attributes on how well
they are able to satisfy the needs of the customer. Parallel to the items measured in the first part of
the survey (SERVQUAL), the Kano model measures both the functional and dysfunctional forms of
the attributes. In example, a functional form to measure will be “How do you feel when the online
union offers you up to date information?”, whereas the dysfunctional form will be “How do you feel
when the online union does not offer you up to date information?” For both questions the
respondents were asked to answer one of the following 5 options “I enjoy it that way”, “I like it that
way”, “I am neutral”, “I dislike it but can live with it that way”, “I dislike it and don’t accept it that
way”. While our survey was conducted in Dutch the answer options were translated into respectively
“Dat stel ik op prijs”, “Ik verwacht niet anders”, “Neutraal”, “Vervelend, maar kan ermee leven” and
“Vervelend en onacceptabel”.
The collected data from the functional and dysfunctional questions makes it possible to classify the
attributes into one of the following Kano categories: attractive, one dimensional, must be,
indifferent, questionable and reverse. In order to integrate the Kano categories into the House of
Quality, the categories will have to be quantified. Therefore Tan and Pawitra (2001) developed an
arithmetic method. For each functional and dysfunctional question the answers of the all
respondents to each of the answer options were summed. The answer option with the highest sum
results in the arithmetic and therefore determines the Kano category of a specific attribute. After
this, all attributes can be presented into the matrix depicted in Appendix 3. As a result the
classification of the attributes into Kano categories is presented in Figure - 12.
From the classification presented in Figure - 12 we can conclude that the attributes “Third party
involvement”, “Good online facilities” and “Custom made services” are classified in the category
attractive. This indicates that these three attributes surprise and attract the customer when
available. Implications of the Kano categories were discussed in section 2.5.2. In order to integrate
the Kano classification of the attributes into the House of Quality, Tan and Pawitra (2001) add
weightings to the different categories. The category ‘attractive’ will be multiplied by factor ‘4’, ‘one
dimensional’ by factor ‘2’, ‘must-be’ by factor ‘1’ and ‘indifferent’ by factor ‘0.5’.
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