Determining the Relative Importance of Quality Dimensions Using the Kano Model and IPA

Determining the Relative Importance of Quality Dimensions Using the Kano Model and IPA

The Kano model, a two-dimensional quality theory, is widely used as a useful tool for measuring potential customer requirements by utilizing the concept of the Potential Customer Satisfaction Coefficient (PCSC). There is growing evidence that the PCSC, comprising the Potential Satisfaction Coefficient (PSC) and Potential Dissatisfaction Coefficient (PDC) and utilizing Kano's four quality dimensions (A, O, M, and I), can be particularly useful in determining the relative importance of quality characteristics in IPA. Despite prior studies utilizing the PCSC concept for characterizing importance, attempts to determine the relative significance among quality dimensions have been relatively scarce. This study aims to use PCSC and IPA to demonstrate which quality dimension is more significant than the others. The author analysed 32 Kano related articles, encompassing 34 cases, using IPA. The results indicate that the proposed equations are valid for assessing characteristic importance, with O or M is perceived as more important than A or I.