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Attractive Quality and Must-Be Quality

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... In contrast, hygiene factors such as job security do not increase job satisfaction if they are provided appropriately, but their absence can lead to job dissatisfaction. Since then, marketing literature has expanded this two-factor theory into a three-factor theory consisting of a basic (dissatisfaction) factor, a one-dimensional factor (performance factor), and an attractiveness (satisfaction) factor to clarify the asymmetric effect of attributes on customer satisfaction (Anderson & Mittal, 2000;Bi et al., 2019;Hu et al., 2020;Kano et al., 1984;Mikulić & Prebežac, 2012;Oliver, 1999;Ramanathan & Ramanathan, 2011). Kano et al. (1984) derived this three-factor theory from the five-factor quality theory with customer expectations and satisfaction as axes. ...
... Since then, marketing literature has expanded this two-factor theory into a three-factor theory consisting of a basic (dissatisfaction) factor, a one-dimensional factor (performance factor), and an attractiveness (satisfaction) factor to clarify the asymmetric effect of attributes on customer satisfaction (Anderson & Mittal, 2000;Bi et al., 2019;Hu et al., 2020;Kano et al., 1984;Mikulić & Prebežac, 2012;Oliver, 1999;Ramanathan & Ramanathan, 2011). Kano et al. (1984) derived this three-factor theory from the five-factor quality theory with customer expectations and satisfaction as axes. Since quality attributes affect satisfaction differently, the Kano model (Kano et al., 1984) classifies them as "attractive", "must-have", "one-dimensional", "indifferent", and "reverse factors". ...
... Kano et al. (1984) derived this three-factor theory from the five-factor quality theory with customer expectations and satisfaction as axes. Since quality attributes affect satisfaction differently, the Kano model (Kano et al., 1984) classifies them as "attractive", "must-have", "one-dimensional", "indifferent", and "reverse factors". Attractive factors are value-added characteristics that passengers do not ordinarily anticipate (Kano et al., 1984). ...
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The purpose of this study is to identify airline asymmetric attributes that affect customer satisfaction based on the three-factor theory and to build an Asymmetric Impact-Sentiment Analysis (AISA) for resource allocation prioritization. We identified food and beverage service as a basic factor; inflight service as a one-dimensional factor; and seat comfort, ground service, and airline seat class as attractive factors. AISA analysis results showed that food and beverage services should be prevented from falling into customer dissatisfaction through Urgent Action (cell II), and in-flight services should be improved continuously to increase satisfaction (cell IV). Low-priority improvement is required for seat comfort, which is an attractive factor (cell VI), and strong maintenance is required for ground service and airline seat class as strength factors (cell V). The first contribution, the asymmetric relationship between customer opinions for service attributes and satisfaction, was verified. Second, this paper extended the IPA to the text mining-based asymmetric AISA.
... The model, developed by Professor Noriaki Kano in Japan, classifies needs into six categories: must-be attributes (M), one-dimensional attributes (0), attractive attributes (A), indifferent attributes (1), reversal attributes (R), and questionable answers (Q). 17 The classification thus provides insights into the actual needs and expectations of users, which can be used to optimise the design of services. The KANO model has been employed to evaluate healthcare service requirements among patients 18 and to improve the quality of telecare for empty nesters. ...
... Professor Noriaki Kano from Japan developed the comprehensive KANO model framework in 1984, 17 which categorizes product attributes into Must-be Quality(M), One-dimensional Quality(O), Attractive Quality(A), Indifferent Quality(I), and Reverse Quality(R), based on the relationship between the objective performance of the product and the subjective feelings of the customer. ...
... The second part was a survey on the demand for telecare services for discharged obstetric patients designed based on SERVQUAL and KANO models. The SERVQUAL model's five dimensions 20 served as the theoretical framework for the questionnaire, with the KANO structured user questionnaire 17 providing the foundational basis. ...
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Purpose The provision of postnatal continuity of care is of significant importance to new mothers. Given the prevalence of “Internet+ Nursing Services”, there has been a paucity of research exploring the internet-based home care needs of mothers following their discharge from hospital. This study employs a combination of the SERVQUAL and KANO models to investigate maternal requirements for Internet+ nursing services and to establish a foundation for enhancing the quality of postnatal nursing services. Patients and Methods A questionnaire was designed by combining SERVQUAL and KANO models, and a cross-sectional survey was conducted in the obstetrics department of a tertiary hospital in China after expert correspondence. The survey targeted 279 mothers about to be discharged after delivery, aiming to explore their demand for Internet+ nursing services post-discharge. Data were analyzed according to the KANO model. Results The better values (satisfaction coefficient) of Internet+ nursing services ranged from 42.91% to 78.46%, while the worse values (dissatisfaction coefficient) were 28.91% to 63.20%. The must-be and one-dimensional need attributes of maternity are mainly tangibility, reliability, responsiveness, and assurance dimensions, and empathy and economy are attractive attributes. Two items within the tangibles dimension, namely ease of operation of the platform and nurses’ dress code, were deemed to be indifferent attributes. In the quadrant analysis diagram, the attributes of must-be, one-dimensional, attractive, and indifferent were 8(33.3%), 66(25.0%), 8(33.3%), and 2(8.3%), respectively. Conclusion Attributes of Chinese mothers’ needs for Internet+ nursing services after hospital discharge were defined, ranked, and categorized by the KANO model, providing a theoretical basis for the targeted design and improvement of care services. It is suggested that care managers consolidate must-be attributes and one-dimensional attributes, optimize attractive attributes, and transform indifferent attributes to better meet the multifaceted service needs of mothers.
... These models serve as crucial determinants in assessing the factors that notably influence customer satisfaction. A significant and asymmetrical model that holds a pivotal role in comprehending the interrelation between service and product attributes, along with their impact on customer satisfaction, is three-factor theory or attractive quality theory (Kano, 1984). This theory, introduced by Matzler and Hinterhuber (1998), expands Herzberg's two-factor model, commonly known as "motivation -hygiene principle" (J. S. Lee et al., 2020). ...
... Monovalent satisfiers elicit pleasure or delight, although their absence does not lead to dissatisfaction. Kano (1984) and Oliver (1997) agreed upon the dynamic impact of attributes on satisfaction, which are influenced by the intrinsic nature of the attributes. Arguably, certain attributes may lead to increased satisfaction after corresponding effort has been exerted. ...
... These studies have incorporated three distinct factors: (1) dissatisfiers and frustrators, (2) hybrids, and (3) satisfiers and delighters. These factors are consistent with the quality attributes proposed in previous research (Kano, 1984;Oliver, 1997). The present study draws on three-factor satisfaction theory to discern the varying effects of service characteristics in the domain of smart coffee vending machines on customer satisfaction. ...
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This research has a twofold purpose within the domain of smart coffee vending machines. First, it seeks to validate the fundamental service dimensions and attributes associated with these machines. Second, it investigates how service attributes symmetrically and asymmetrically influence customers' overall satisfaction when adopting smart coffee vending machines, by utilizing impact-range performance analysis (IRPA) and impact asymmetry analysis (IAA) as analytical tools. The findings reveal that smart coffee vending machines possess multiple attributes that exert both symmetric and asymmetric effects on customer satisfaction on coffee consumption. The application of IRPA and IAA enables scholars and practitioners to categorize these attributes into five distinct groups: frustrator, dissatisfier, hybrid, satisfier, and delighter. In addition, the study suggests that out of seven underlying factors, coffee quality and interactive experiences have the two largest number of attributes that could potentially lead to high dissatisfaction in coffee-vending machine consumption. Academic and practical implications of these results are thoroughly discussed.
... The Kano model is a prioritization tool for user needs created by Japanese professor Kano Noriako in 1984 [56]. It POE is a method that evaluates building functions, facilities, environment, environmental cultural impact, user psychological perception, and economic benefits by comparing the expected goals with the actual user experience after the building and its environment have been used for a period of time, so as to establish feedback mechanisms, optimize the planning and design of the building environment, and provide decision-making basis for future projects [49,50]. ...
... The Kano model is a prioritization tool for user needs created by Japanese professor Kano Noriako in 1984 [56]. It establishes the precedence of various demand indicators by administering a questionnaire survey to users. ...
... Based on an extensive literature review of urban renewal [1,3,13,16,56,57], mixedmode industrial heritage parks [21,[24][25][26]60], POE [31,37,38,49,61], and comprehensive field research of the three research objects, an evaluation system was established to devise a rating framework specifically for mixed industrial heritage parks. The prevalent indicators utilized in existing studies primarily focus on material space elements, supplemented by intangible cultural aspects. ...
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In recent years, the in-depth implementation of China’s “shifting from secondary industries to tertiary industries” policy, coupled with the accelerating pace of urban renewal, has positioned the transformation and reuse of industrial heritage as a pivotal approach to enhancing urban spatial quality and fostering cultural continuity. This paper focuses on three mixed-mode industrial heritage transformation parks in Hebei Province: Dahua, Miansan, and Shimeiji. Based on existing research and practical circumstances, an evaluation system encompassing six dimensions and 18 indicators is established. On this basis, a questionnaire survey was conducted, including two parts: a satisfaction questionnaire and a Kano model questionnaire. According to the obtained data, the use of the park after completion was evaluated and the existing problems of the mixed-mode industrial heritage renovation park were summarized comprehensively. The research finds out the shortcomings of the commonalities and differences of mixed-mode industrial heritage parks, finally putting forward optimization suggestions for the problems, in order to provide theoretical reference and practical guidance for the renovation projects of the same type of industrial heritage in the urban renewal stage.
... The model highlights how tourist satisfaction relates non-linearly to service quality attributes. It provides actionable insights for heritage site managers, enabling them to prioritize key needs and enhance visitor satisfaction and loyalty (Kano et al., 1984;Gregory and Parsa, 2013). For example, the application of the model in Singapore's tourism industry identified "friendly locals", "unique attractions", and "memorable experiences" as key attributes expected by tourists (Pawitra and Tan, 2003). ...
... Indifferent qualities are features that do not impact customer experience, whether present or absent. On the other hand, reverse qualities are needs that customers do not desire; fulfilling these needs can reduce satisfaction (Kano et al., 1984). ...
... To gain deeper insights into tourists' needs for the Sancai Town tourism app, this study applied the Kano model to categorize and analyze 22 demand points collected through interviews. This approach enables understanding how different requirements influence tourists' perceptions and their nonlinear relationships with satisfaction (Kano et al., 1984). ...
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Cultural heritage tourism requires effective digital solutions to meet evolving tourist needs and balance site preservation with sustainable development. Existing research predominantly focuses on technical feasibility and functionality, with limited attention to diverse tourist demands. This study addresses this gap by investigating tourists’ multi-dimensional needs for cultural heritage tourism applications using the Kano model. Through a case study of Sancai Town, a renowned cultural heritage site in China, 22 demand items were initially identified through semi-structured interviews. A questionnaire survey of 422 tourists was then conducted to categorize these demand items into must-be, one-dimensional, attractive, and indifferent needs. The results indicate that must-be needs, such as navigation and attraction information, form the foundation of tourist expectations. One-dimensional needs, including multimedia presentations and experience sharing, directly influence satisfaction. Attractive needs, such as immersive experiences and personalized services, enhance emotional engagement. Based on this classification, differentiation design strategies are proposed to guide the development of tourism applications that effectively address these needs and enhance the travel experience. The findings contribute to the theoretical understanding of demand-driven digital innovation in cultural heritage tourism and provide practical insights for innovative tourism development in Sancai Town and similar heritage sites. This research advances a tourist-centric perspective to balance cultural preservation and tourism growth, fostering the sustainable integration of heritage and tourism.
... Using the Delphi approach, 30 experts were selected from various design elds like academia's, entrepreneurs & industry. Drawing inspiration from Herzberg's Motivation-Hygiene Theory (M-H Theory), Professor Kano and his associates formulated the Theory of Attractive Quality (Kano et al., 1984). This theory is designed to enhance the understanding of how customers assess and perceive the key features or the attributes. ...
... Experts were subsequently administered a structured questionnaire designed to assess their experiences with the functioning and dysfunction of 13 distinct attributes in context of SPD. The Kano model of excitement and basic quality (Kano et al., 1984;Berger et al., 1993;Mattler et al., 1996) provides a distinctive framework for analysing opportunities for product and service improvement. The Kano model considers the asymmetric and non-linear relationship between key features and customer satisfaction. ...
... Each product need is followed by two questions. The consumer has ve options for responding to each inquiry (Kano et al., 1984). The rst question, sometimes known as the functional question, asks the client how they would respond if the product met the demand or if it meets the requirement with appropriate performance. ...
Preprint
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A significant shift toward incorporating sustainable practices into packaging design with the increasing concerns about environmental sustainability. Sophisticated frameworks or tactics are necessary to lessen the increasing environmental impact of packaging waste. However, there are numerous opportunities to reduce waste and use more sustainable packaging design (SPD) techniques despite these initiatives. To address the need for a holistic strategy, this study introduces a comprehensive approach to sustainable packaging design. This technique covers packaging systems and packaged goods across the entire supply chain starting from the producer to the final consumer. This is presented as a strategic blueprint that aims to achieve not only more efficient but also more sustainable. It will provide a holistic perspective based on identified attributes on what constitutes a sustainable packaging solution. The approach incorporates several distinct analytical methods that ensure cost-effectiveness. The methodology is intended to be a practical tool for the packaging Industry and designers who seek to enhance sustainability within their packaging systems. Experts were selected from industry, academia and entrepreneurial background to enhance robustness of the proposed methodology. Moreover, attributes of this framework were validated on the Kano model that analysed whether its strength and relevance possessed significant impacts towards sustainable packaging design. The findings of this research will contribute to the development of a comprehensive framework for sustainable packaging design. These attributes will offer valuable guidance to manufacturers, designers, and companies seeking to prioritize sustainability in their operations. By providing a structured approach to decision-making, it aims to empower stakeholders to make well-informed choices that align with environmental goals and improve the overall sustainability of packaging systems.
... The traditional Kano questionnaire [30] overcomes pointwise evaluation by including two questions related to each feature. The first question (called functional) evaluates customers' reaction related to the presence of a specific feature. ...
... The Kano model categorizes features by combining the answers of the functional and dysfunctional questions [30]. As described in Table 3, each feature is classified into one of the following categories: ...
... These models in general model customers reaction to the product changes in a nonlinear and asymmetric model. Kano et al. [30] suggested a questionnaire which includes two questions related to each feature. The functional question evaluates the customers reaction to the presence of a particular feature. ...
Preprint
Maximizing satisfaction from offering features as part of the upcoming release(s) is different from minimizing dissatisfaction gained from not offering features. This asymmetric behavior has never been utilized for product release planning. We study Asymmetric Release Planning (ARP) by accommodating asymmetric feature evaluation. We formulated and solved ARP as a bi-criteria optimization problem. In its essence, it is the search for optimized trade-offs between maximum stakeholder satisfaction and minimum dissatisfaction. Different techniques including a continuous variant of Kano analysis are available to predict the impact on satisfaction and dissatisfaction with a product release from offering or not offering a feature. As a proof of concept, we validated the proposed solution approach called Satisfaction-Dissatisfaction Optimizer (SDO) via a real-world case study project. From running three replications with varying effort capacities, we demonstrate that SDO generates optimized trade-off solutions being (i) of a different value profile and different structure, (ii) superior to the application of random search and heuristics in terms of quality and completeness, and (iii) superior to the usage of manually generated solutions generated from managers of the case study company. A survey with 20 stakeholders evaluated the applicability and usefulness of the generated results.
... While the rest of the 28 attributes placed mostly in Q1 thanks to their high: importance and importance, require to be maintained and continue to work while making a permanent control. In this same field Q1, the attributes: (16), (32), (34), (35), (13), (18), (19), (10), (26), (17), (27), (29), (12), slightly lower than the average satisfaction, despite their great importance, require to be taken care of at the risk of deviating towards the field Q2. ...
... Attributes: (12) (25) (23) located on the range below this curve require urgent action because they are unsatisfied and malfunctioning. Attributes: (1), (2), (3), (9), (11), (20), (27), (28), (29), (30) require excessive actions. Attributes (10), (26), (34) are categorized as indifferent because their presence or absence has no impact on user satisfaction. ...
... The attributes: (1) Ease of Access by vehicle/parking, (2) Ease of Access on foot, (3) Ease of movement inside, (7) Attractiveness of structures (swimming pool, sports), (9) Animation and Variety. recreations, (11) Visibility through the Fence, (27) Visual balance: Privacy/exposure, (28) Pleasant atmospheres: wind, sun, (29) Balance between Relaxing/stimulating, (30) Level of civicmindedness, forming part of the criteria respectively: accessibility, attractiveness, security and comfort are all located above the average user satisfaction in both tools but IPA proposes to continue working, and Kano recommends excessive actions to them. The same applies to the attributes: (10) Evolution of the offer, (16) Adaptation of the layout to needs, (18) Balance between Artificial/natural, (19) Suitable materials, (26) Retention of space: Desire to stay, (32) Management of areas, (34) Maintenance of green spaces and furniture, (35) Cleanliness of areas, resulting from the criteria: attractiveness, aesthetics, comfort and management which require improvement actions according to Kano and to continue working in IPA. ...
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Leisure parks provide innumerable benefits in terms of social well-being and economic advantages, hence the importance for managers to assess their condition and determine the beneficial actions to be taken. The physical and functional attributes of parks are key indicators of quality; especially, if they are inspected from the perspective of user satisfaction. Although previous studies have incorporated satisfaction, few have used management tools together in developing countries. This paper proposes the simultaneous use of importance-performance analysis (IPA) and the Kano model as an integrative approach to satisfaction to assess the quality of recreational parks. Tito Park in Algiers used as a case study, was the subject of two methods: first qualitative-exploratory by 116 interviews (2016-2017) on the sociocultural variables of visitors, and quantitative-empirical by IPA-Kano statistical analysis against 36 attributes hierarchized in 7 families of quality criteria. The results reveal a divergence of visitors' opinions against these attributes within the same family of criteria; this is reinforced by a disparity between the degrees of importance and satisfaction that users allocate to them. This research offers a pragmatic tool to help with targeted and optimized decision-making and design as a means of requalification of the landscape. Because it elucidates the state of the recreational offer and points out the contextual characteristics to be promoted in order of priority by integrating the dimensions: perceptual and time. In the future, two or more parks can be compared using these or other tools by aggregating more attributes.
... Professor Noriaki Kano first proposed Kano model in 1984 as a tool for classifying and prioritizing user needs based on their impact and importance (Kano, 1984). The traditional Kano model (Exhibit 2) categorizes user needs into five types: Mustbe requirements (M), One-dimensional requirements (O), Attractive requirements (A), Indifferent requirements (I), Reverse requirements (R). ...
... Exhibit 2. KANO Model Graph (Kano, 1984) ...
... Twórca kwestionariusza -Noriaki Kano -stwierdził, że w większości przypadków jakość postrzegana danego wyrobu lub usługi nie jest równa jakości otrzymanej, stąd też przeprowadził analizę współzależności pomiędzy satysfakcją klienta a oferowaną jakością. Sklasyfikował atrybuty jakościowe produktu w następujące grupy (Kano, Seraku, Takahash i Tsuji, 1984): ■ atrybuty obowiązkowe (M) -muszą być obecne w produkcie, gdyż są konieczne do uzyskania satysfakcji klienta; brak tych atrybutów powoduje spadek satysfakcji klienta, jednakże ich obecność w produkcie nie wywołuje wzrostu zadowolenia; ■ atrybuty bezpośrednio oczekiwane (O)muszą być obecne w produkcie, gdyż ich brak powoduje obniżenie satysfakcji klienta, zaś ich obecność powoduje wzrost satysfakcji; ■ atrybuty atrakcyjne (A) -kilka z tych atrybutów powinno być obecnych w produkcie, gdyż wywołują duży wzrost satysfakcji, często decydują o lojalności klienta; brak tego rodzaju atrybutów nie ma zaś istotnego znaczenia dla klienta; ■ atrybuty obojętne (I) -nie powinny być obecne w produkcie, gdyż ich obecność nie powoduje wzrostu satysfakcji, a ich brak nie powoduje zmniejszenia satysfakcji; ■ atrybuty wątpliwe (Q) -nie jest wiadome, kiedy staną się istotne dla klienta i kiedy ich obecność może wpłynąć na wzrost jego satysfakcji, stąd też badanie powinno być przeprowadzane cyklicznie, aby móc je zakwalifikować do odpowiedniej kategorii atrybutów; ...
... Bardzo często kwestionariusz Kano jest tworzony z pytań, które powstają według powielanego wzorca wskazanego w Tabeli 1. Wymagane jest zawarcie danych atrybutów w produkcie w odpowiednich proporcjach, zarówno podczas projektowania, jak i doskonalenia produktu. W procesach tych należy kierować się dodatkowymi regułami związanymi z poziomem jakości walorów produktu (Kano, Seraku, Takahash i Tsuji, 1984): ■ produkt powinien zawierać wszystkie atrybuty obowiązkowe wskazane przez klientów, przy czym poziom jakości tych atrybutów nie musi być najwyższy z możliwych; ■ produkt powinien zawierać wszystkie atrybuty bezpośrednio oczekiwane, a poziom ich jakości musi być taki sam albo wyższy od produktów przedsiębiorstw konkurencyjnych; ■ produkt powinien zawierać tylko kil-ka atrybutów atrakcyjnych i należy zapewnić najwyższy poziom ich jakości. Odpowiedni wybór cech atrakcyjnych pozwala na tworzenie produktu unikalnego, a co za tym idzie, przewagi konkurencyjnej na rynku. ...
... In a world full of rivals QFD can have a substantial impact on a company's performance by incorporating customer needs at every stage of product development (Sullivan, 1986;Chan & Wu, 2002a). Additionally, Kano model introduce a qualitative technique for assessing how product feature performance affects customer satisfaction (Kano et al., 1984). ...
... The Kano model is a qualitative method for evaluating the effect of attribute performance on customer satisfaction that was proposed by Kano et al. (1984). It divides attributes of products into five categories: onedimensional, attractive, indifferent, must-be, and reverse as shown in figure (2). ...
... Similarly to existing frameworks that rank features of products by their importance for the users [e.g., the Kano model, 86,87], our analysis identifies three levels of features (Table I, left). ...
... Finally, we consider standard features the optional features that over time became present in most versions of the technology. They are habitually linked with the tool's identity and are given for granted by the market [86,87]. Yet their absence wouldn't affect the technology recognition. ...
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Practitioners in strategic management often struggle to address the complexities of strategic planning, leading many companies to adopt digital tools to improve their decision-making practices. The metaverse paradigm of merging physical and digital worlds offers a promising platform for a deeper integration of digital capabilities into these processes. Metaverse interfaces like augmented reality (AR) and virtual reality (VR) will play a critical role in making this integration possible. Yet, their potential in strategic management remains largely unexplored. This led to a lack of understanding of how immersive technologies can be utilized in the field, particularly in overcoming cognitive limitations associated with decision-making. This study addresses the gap with a twofold contribution. First, it leverages the concept of technology affordances to clarify the potential of AR and VR in mitigating cognitive bottlenecks. By examining the features of contemporary immersive tools, this research identifies cognitive affordances enabled by AR and VR and shows how these affordances can address cognitive limitations. Secondly, the study introduces a modular design toolkit for practitioners to create AR/VR applications tailored to their needs. We demonstrate our findings through practical examples and discuss managerial implications of adopting metaverse interfaces in organizational settings, as well as the potential downsides of their implementation.
... Based on the requirements, it was possible to derive the design principles [38]. Then, the design principles are categorized according to Kano et al. [42] into basic, performance, and excitement factors [42]. ...
... Based on the requirements, it was possible to derive the design principles [38]. Then, the design principles are categorized according to Kano et al. [42] into basic, performance, and excitement factors [42]. ...
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The Central Bank Digital Currencies (CBDCs) discourse includes various stakeholders from traditional and nontraditional financial sectors. In this study, we analyze interviews conducted with four distinct groups of financial experts shaping the global financial system: financial regulation experts (Regtech), global central bankers represented by the Basel Committee for International Settlements (BIS), Federal Reserve representatives (FED) from the United States, and the decentralized finance (DeFi) community. We explored a large volume of textual data, consisting of 20 interviews or panel discussions from each group or 80 in total. The research question aims to identify the underlying connections and differences in the CBDC adoption discourse among U.S. and global central banks, traditional financial market regulatory experts, and the DeFi community. We conducted a mixed-methods study using factor analysis with WordStat software and content analysis with NVivo software to map underlying topics and identify the opportunities and possible benefits or shortcomings of CBDC adoption. Understanding the similarities and differences among different stakeholders' opinions can help policymakers and central banks make more informed decisions.
... To this end, to improve the user experience of smart home products, especially for the elderly user group, the QFD method has been widely used in the design of smart home products. Studies have shown that the QFD method can effectively optimize the user experience of smart home products and achieve a sustainable user experience optimization strategy [4] . The Fuzzy-QFD model combined with grey correlation analysis further analyzes the relationship between the needs of the elderly and technical characteristics, providing strong support for the design of the elderly care service platform [5] . ...
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In an aging society, the interface design of smart home products is crucial to the quality of life of the elderly. This paper combines Quality Function Deployment (QFD) and Human-Computer Interaction (HCI) theories, taking smart washing machines as an example, to explore new paths for the interface design of smart home products for the elderly. An interdisciplinary approach is adopted to construct a design process centered on elderly users, introduce the Kano model to classify requirements, realize the mapping and sorting of requirements to design parameters, and adopt the PUGH model for comprehensive evaluation. This study provides practical and theoretical support for the interface design of smart home products for the elderly.
... KANO Model: The Kano model, developed by Professor Noriaki Kano of the Tokyo Institute of Technology in the 1980s, is an empirical method designed to analyze and understand the relationship between user needs and satisfaction [64]. The core concept of the Kano model lies in categorizing user needs based on their impact on user satisfaction, thereby providing guidance for product design, quality improvement, and user experience optimization [65]. ...
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Blue-and-white porcelain, as a representative of traditional Chinese craftsmanship, embodies rich cultural genes and possesses significant research value. Against the backdrop of the generative AI era, this study aims to optimize the creative processes of blue-and-white porcelain to enhance the efficiency and accuracy of complex artistic innovations. Traditional methods of crafting blue-and-white porcelain encounter challenges in accurately and efficiently constructing intricate patterns. This research employs grounded theory in conjunction with the KANO-AHP hybrid model to classify and quantify the core esthetic features of blue-and-white porcelain, thereby establishing a multidimensional esthetic feature library of its patterns. Subsequently, leveraging the Stable Diffusion platform and utilizing Low-Rank Adaptation (LoRA) technology, a generative artificial intelligence (AIGC)-assisted workflow was proposed, capable of accurately restoring and innovating blue-and-white porcelain patterns. This workflow enhances the efficiency and precision of pattern innovation while maintaining consistency with the original artistic style. Finally, by integrating principles of sustainable design, this study explores new pathways for digital innovation in blue-and-white porcelain design, offering viable solutions for the contemporary reinvention of traditional crafts. The results indicate that AIGC technology effectively facilitates the integration of traditional and modern design approaches. It not only empowers the inheritance and continuation of the cultural genes of blue-and-white porcelain but also introduces new ideas and possibilities for the sustainable development of traditional craftsmanship.
... Originally developed by Kano based on the two-factor theory, the three-factor theory states an asymmetric relationship between attributes and satisfaction; specifically, it suggests that the other side of satisfaction is not dissatisfaction [40]. The core idea of the three-factor theory is that different attributes influence public satisfaction in variable ways, and it has been applied within several research fields [41][42][43]. ...
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... Second, until the safety of new technologies is established, attention should be paid to their safety performance. Once the technology becomes sufficiently widespread in the market, safety transitions to a Must-Be requirement in the Kano Model [13]. Third, although automobile manufacturers may find it difficult to accept, it is necessary to acknowledge that consumers perceive driving as a boring job. ...
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... Στην τρίτη φάση, αναλύεται η μαθησιακή εμπειρία των πρωτοετών με όρους ποιότητας, σύμφωνα με το μοντέλο Kano (1984) και Kano et al. (1996), βάσει των απαντήσεων στο ειδικά σχεδιασμένο β' τμήμα του ερωτηματολογίου. ...
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This article presents the assignment of roles to team members for the development of a software application in a first-semester Computer Programming course at an engineering school. Freshmen university students exhibited low participation in exams, despite the offered lectures and mandatory lab participation. The students formed groups of four to five members with the roles of Coordinator, Analyst, Programmers (two people), and Tester. The results showed a positive relationship between teamwork with assigned roles and exam participation, while confirming gender-based attitude differences in Programming courses. Additionally, the analysis of the learning experience provided insights into the desirable, attractive, or indifferent characteristics of the course design. Although the classification of most characteristics as desirable quality was expected, the classification of some as attractive or indifferent quality provided useful feedback.
... Στην τρίτη φάση, αναλύεται η μαθησιακή εμπειρία των πρωτοετών με όρους ποιότητας, σύμφωνα με το μοντέλο Kano (1984) και Kano et al. (1996), βάσει των απαντήσεων στο ειδικά σχεδιασμένο β' τμήμα του ερωτηματολογίου. ...
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Το άρθρο παρουσιάζει την πιλοτική εφαρμογή ανάθεσης ρόλων σε μέλη ομαδικών εργασιών για την ανάπτυξη μιας εφαρμογής λογισμικού σε μάθημα πρώτου εξαμήνου, το οποίο προσφέρεται σε σχολή μηχανικών που δεν θεραπεύει την επιστήμη και τεχνολογία υπολογιστών. Το μάθημα εφαρμογής είναι η Μεθοδολογία Προγραμματισμού Υπολογιστών της Σχολής Μηχανικών Παραγωγής και Διοίκησης του Πολυτεχνείου Κρήτης, όπου οι πρωτοετείς έχουν χαμηλή συμμετοχή στις εξετάσεις, παρά την συμμετοχή τους στις διαλέξεις και τα εργαστήρια. Προκειμένου να ενισχυθεί η αυτοπεποίθησή τους και να δοθούν επιπλέον ευκαιρίες μάθησης, ο διδάσκων εισήγαγε τον συνδυασμό των δύο εκπαιδευτικών τεχνικών, ως μία έξτρα δυνατότητα. Οι ομάδες συγκροτήθηκαν από τέσσερα έως πέντε άτομα, ενώ οι ρόλοι που ανατέθηκαν είναι του Συντονιστή, του Αναλυτή, των Προγραμματιστών (δύο άτομα) και του Ελεγκτή. Τα αποτελέσματα έδειξαν τη θετική σχέση μεταξύ της ομαδικής εργασίας με ρόλους και της συμμετοχής στις εξετάσεις, ενώ επιβεβαιώθηκε η διαφορά στάσεων σε σχέση με το φύλο στα μαθήματα προγραμματισμού. Επιπλέον, η ανάλυση της μαθησιακής εμπειρίας με αξιοποίηση του μοντέλου Kano, έδωσε σημαντικές πληροφορίες στον διδάσκοντα για το τι θεωρούν οι φοιτητές/τριες επιθυμητά ή ελκυστικά ή αδιάφορα χαρακτηριστικά του σχεδιασμού του μαθήματος. Αν και η ταξινόμηση των περισσοτέρων χαρακτηριστικών ως επιθυμητής ποιότητας ήταν λίγο-πολύ αναμενόμενη, η ταξινόμηση ορισμένων ως ελκυστικής ή αδιάφορης ποιότητας αποτέλεσε μια πολύτιμη ανατροφοδότηση.
... This Kano method consists of three categories, but there are responses from service users in the indifferent category. The following is the category of customer needs that influence customer satisfaction (Kano et al. 1984;Bayraktaroglu et al. 2007): a. The must be or basic need (M). ...
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Agricultural Equipment and Machinery Services Business (UPJA) is a rural economic entity that provides services to improve farming equipment and machinery (alsintan). UPJA's good performance will satisfy consumers (farmers). The purpose of this survey was to discover how satisfied farmers were with UPJA services. The method employed was descriptive, with IPA-Kano integrated analysis. The data was gathered through interviews and the distribution of questionnaires to 90 UPJA clients from three classes: Beginner, Developing, and Professional. The results revealed that clients were Quite Satisfied in the Beginner class, Very Satisfied in the Developing class, and Satisfied in the Professional class. The Beginner class's priorities for increasing service were the diversity of machinery, its adequacy, and the number of staff. In the Developing and Professional classes, advertising attributes, personal protective equipment utilization, and team member uniforms were prioritized for service improvement. Keywords: agricultural tools and machinery, farmers’ satisfaction, UPJA
... The Kano model is a type of household demand analysis method that is used to study the relationship between product characteristics and customer satisfaction [17][18][19]. Professor Noriaki Kano proposed the Kano model in 1984, which subdivides the quality elements into five categories [20], as shown in Figure 2. The model emphasises the importance of taking the household as the centre and understanding customer preferences [21]. When the Kano model is in response, the attributive relationship between the qualifying values 0 and 1 (0 means no, 1 means yes) makes accurate feedback on the actual needs of the customer difficult. ...
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To increase user satisfaction with emergency rescue drone products, a product modelling design method based on the fuzzy Kano-QFD-FBS model is proposed. First, the initial user requirements for the emergency rescue drone products are obtained through a questionnaire, and the fuzzy Kano model is utilised and combined with the better–worse coefficient method to categorise the attributes, define the priorities of the user requirements, and screen out the key user requirements. Second, the QFD model is used to construct the quality house, analyse the key user requirements quantitatively, and obtain the design elements and weights of the emergency rescue drone product. The obtained key design elements are subsequently imported into the FBS model to complete the mapping transformation from the functional elements to the structural elements of the emergency rescue drone products and realise the styling design of the emergency rescue drone products. Finally, the user satisfaction scale based on appearance, functionality, and interaction was developed and the System Usability Scale (SUS) was used to evaluate user satisfaction with the emergency rescue drone design scheme. The new design scheme scored higher and showed significant differences in satisfaction ratings compared to the previous scheme. Hefei Jiaxun Technology Co., Ltd. carried out product development for the design scheme. At present, physical products have been sold on the market and have achieved good results. Hefei Jiaxun Technology Co., Ltd. conducted a survey on consumer satisfaction with this product, and the results revealed that customer satisfaction increased by 11.9% compared with that of previous products. Compared with similar products in the market, the consumer satisfaction with this product increased by 13.5%, indicating that it has obvious market competitiveness. This study shows that the method of product styling design based on the fuzzy Kano-QFD-FBS model can comprehensively acquire and analyse user requirements, realise accurate mapping from user requirements to product design elements, and output the specific solution of the emergency rescue drone product styling design. The design scheme performs well in meeting user requirements, verifies the feasibility and effectiveness of the fuzzy Kano-QFD-FBS model in the styling design study of emergency rescue drones, and provides a new paradigm for emergency rescue product design.
... At the core of the Kano Model is a two-dimensional cognitive map that depicts the relationship between customer satisfaction and various product quality factors (see Figure 1.0). This relationship is non-linear and includes at least five attributes that influence customer satisfaction: Must-Be quality attributes (M), One-Dimensional quality attributes (O), Attractive quality attributes (A), Indifferent quality attributes (I), and Reverse quality attributes (R) (Kano, 1984). ...
... Kano and colleagues, through their study of television and lighting products, discovered that customers' perceptions of products are not merely a one-dimensional construct. Based on this finding, they developed a two-dimensional quality model, which posits that in evaluating products, it is necessary to consider not only one-dimensional quality attributes but also basic and attractive quality attributes [26]. Llosa introduced the Tetraclasse model, which categorizes quality attributes into four classes and examines their impact on customer satisfaction [27]. ...
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With the widespread adoption of electric vehicles (EVs), the demand for reliable and user-friendly charging infrastructure has increased significantly. However, user dissatisfaction with public EV charging stations has also intensified, and the level of satisfaction with charging stations directly influences the development of the EV market. This study aimed to identify and prioritize user needs for EV charging stations to improve their design and functionality, ultimately enhancing user satisfaction and effectively promoting the sustainable development of the EV market. Using the KJ method, this study identified 23 key user needs and categorized them into must-be, one-dimensional, attractive, and indifferent requirements using the Kano model. The analytic hierarchy process (AHP) was subsequently applied to rank these requirements by their importance. The results indicate that, in the optimization of charging station functionality, the most critical user requirements include C1 charging gun stability (0.3176), C2 system stability (0.2822), C7 safety performance (0.0885), C15 payment convenience (0.0648), and C8 accurate feedback on charging station status (0.0501). This study provides valuable insights for designers and developers, offering a user-centered approach to optimizing public EV charging stations and improving the overall charging experience.
... To conduct an objective analysis of the features provided by the AI tools, the Kano model [6] was selected as the primary evaluative framework. The Kano model is well-suited because it categorises features based on their impact on user satisfaction. ...
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Producing high-quality and engaging educational videos for continuing medical education (CME) is traditionally time-consuming and costly. Generative AI tools have shown promise in creating synthetic videos that mimic traditional lecture videos. We conducted a comparative analysis of four AI video generation platforms HeyGen, Synthesia, Colossyan, and HourOne using the Kano model. Our analysis revealed that HeyGen met most of our requirements. We created two videos and collected feedback from 25 learners. The feedback indicated that the videos were of good quality, engaging, and well-paced for learning. Only 32% recognised the videos as AI-generated, citing limited facial expressions, hand gestures and monotone vocal expression. Importantly, only 24% considered disclosure of AI-generated content necessary. This research indicates that AI-generated videos can be a viable alternative to traditionally produced educational videos. It offers an efficient, cost-effective solution for producing educational content. Ethical considerations regarding AI content disclosure should be addressed to maintain transparency.
... (2) The answers obtained from the respondents were classified for each question and then tabulated into the Kano Model evaluation table category. (3) Determination of Kano category for each attribute is done by using Blauth Formula[12]. ...
Article
An initial survey conducted through interviews with several students and parents found dissatisfaction with school services. This is supported by data on customer dissatisfaction complaints, and there was no effort from the school to fix it; no previous research has focused on this. The purpose of this study was to determine the efforts that can be made to improve the quality of service. The population in this study were grade 12 students. The sampling technique used a questionnaire, while the analysis used was the integration of the Servqual, Kano, and Quality Function Deployment (QFD) methods. The results of the study using the Servqual method obtained 25 service attributes with negative results. While the Kano method obtained 22 important category attributes. Based on the results of the integration of Kano’s service quality method into the QFD method, it was found that 3 attributes became priorities for improvement, namely implementing 5S, holding teacher and employee polls, and adding practical tools. The improvement solution for the Brantas Vocational School is implementing 5S management, conducting regular employee performance assessments by holding polls and adding practical equipment in the department. Keywords: customer satisfaction, servqual, kano, QFD
... The Kano Model was developed by Kano, et al. (1984) and is a two-dimensional model. A one-dimensional model would consider customers to be satisfied with adequate levels of quality, while a two-dimensional model might not consider customers to be satisfied just because quality was considered to be adequate (Chen and Ko, 2016). ...
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Purpose: This study aims to use the Kano Model to identify critical attributes that can be used as features in video games developed using Agile software development. Methodology/Approach: Attributes were identified from the literature review and then selected for a survey given to university participants. Survey results were then analysed using the Kano Model table and a scatter plot. The survey identified respondents' preferences in video games. The survey responses were reanalysed using stratification by video game type. Findings: No one-dimensional attribute was found that would be critical to video game customers. Only a limited number of attractive attributes were identified from the aggregated data. Research Limitation/Implication: The analysis by type of video games had low sample sizes. Additionally, people from outside the target group responded to the survey. Originality/Value of paper: This paper identifies attributes to prioritise when developing a product and demonstrates the need to consider market segmentation when using the Kano Model.
... Dr. Noriaki Kano adalah orang yang mengembangkan metode ini. Kepuasan konsumen dapat dipengaruhi oleh tiga kategori produk, sabagai berikut: [5] a. Karena kebutuhan tiap segmen konsumen berbeda, kategori kebutuhan dapat digunakan untuk menentukan segmen konsumen secara akurat dan menarik. ...
Article
Salah satu makanan ringan yang populer di masyarakat adalah kacang sangrai. UKM Surya Enjang Kacang Abadi merupakan salah satu produsen kacang kulit sangrai di Kabupaten Cilacap yang didirikan oleh Bapak Ponimin sejak tahun 1997. Permasalahan yang dihadapi oleh UKM Surya Enjang Kacang Abadi adalah pola permintaan konsumen kacang sangrai yang kurang stabil karena dipengaruhi oleh waktu-waktu tertentu. Penelitian Tujuan ini dilakukan untuk menjawab permasalahan yang dihadapi oleh UKM Surya Enjang Kacang Abadi dengan memberikan rekomendasi dalam mengembangkan variasi rasa produk kacang sangrai yang sesuai dengan permintaan konsumen untuk stabilisasi permintaan. Penelitian ini menggunakan metode Kano dan QFD. Berdasarkan penelitian didapatkan rekomendasi pengembangan produk kacang sangrai yang sesuai dengan permintaan konsumen. Pengembangan variasi rasa yang direkomendasikan berdasarkan nilai important rating dari yang tertinggi adalah rasa karamel (161,91), rasa susu (125,91), rasa madu (113,91), rasa asin bawang (112,72), dan rasa jahe (97,91). Sedangkan untuk rekomendasi aroma kacang sangrai dengan urutan nilai important rating tertinggi adalah aroma kayu manis (42,37), aroma lada (40,18), aroma bawang (36,53), dan aroma serai (32,16). Dengan adanya rekomendasi pengembangan produk yang telah didapatkan oleh penulis melalui penelitian diharapkan dapat meningkatkan stabilitas permintaan produk kacang sangrai pada UKM Surya Enjang Kacang Abadi. Kata Kunci : Pengembangan Produk, Kano, QFD, HoQ, Kacang Sangrai
... Using Kano's (1984) importance-satisfaction model and more recent work from Ammigan & Caro (2021) as the conceptual framework, this study investigates the experiences of 200 international, degree-seeking students at a midsized university in the Mid-Atlantic region of the United States. The Importance-Satisfaction model was originally developed to measure customer expectations in the area of product and service development and improvement. ...
... The Kano two-dimensional quality model (Kano model), proposed by Japanese professor Noriaki Kano in 1984, is a commonly used method in the product and service design process. (Kano, 1984) Initially applied in the automobile manufacturing industry to optimize resource use and reduce production costs, the Kano model has been adopted in various fields due to its ability to shorten the design cycle, enhance quality, and increase customer satisfaction. The model identifies the nonlinear relationship between product performance and user satisfaction to uncover user demands. ...
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Plain language summary (PLS) Design Resource Deployment for Virtual Fitting Applications in the Digital Fashion Why was the study done? Virtual fitting applications have revolutionized the fashion industry by providing new and immersive shopping experiences. As these applications become more popular, users’ demands and expectations are evolving. This study aims to understand these user demands deeply and efficiently allocate design resources to meet them. What did the researchers do? The researchers assessed current virtual fitting applications using advanced data analysis techniques. They conducted group interviews to identify and evaluate user demands. These demands were then categorized and prioritized using the Kano model and converted into specific design requirements using the Quality Function Deployment (QFD) method. What did the researchers find? The study identified three main categories of design requirements: visual design, interactive design, and emotional design. Within these categories, the researchers prioritized the demands into core, secondary core, and peripheral core requirements. Core requirements include personal image customization, a large library of apparel models, and brand fan engagement. Secondary needs are realistic digital fabric rendering, real-time updates of apparel models, and the ability to share virtual fitting images. Additional features include alignment with mainstream aesthetic preferences, customizable avatar body dimensions, and a minimalist user interface design. What do the findings mean? This study provides a structured approach to allocate resources in designing and improving virtual fitting applications. By focusing on the identified core requirements, designers can create more user-friendly and appealing virtual fitting experiences. The findings offer valuable insights and practical solutions for meeting the diverse and evolving demands of users in the digital fashion industry.
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Монографията е посветена на децата, които поради най-различни обстоятелства нямат възможността да бъдат отглеждани от своите родни семейства, на децата, питащи "кога ще дойде мама", "ще дойде ли изобщо", "защо ме взехте от нея", "защо тя ме остави, толкова ли съм лош"... Настоящата монография представя първото комплексно изследване на критериите за оценка на социалните услуги за деца, извършено у нас, представлява опит за създаване на методика за оценка на качеството на грижи за деца в приемни семейства на базата на няколко проведени изследвания, в които е проучено мнението на всички нива на специалисти, работещи с деца, лишени от родителски грижи, родители, осиновители, приемни семейства и деца. Деца, преминали през домове за деца, лишени от родителски грижи, приемни семейства, центрове за настаняване от семеен тип. Създадената методика е апробирана в приемни семейства и показва резултатите от първото изследване на качеството на грижите за деца, които не се отглеждат от своите родни семейства.
Chapter
Digital measures are only successful if they address customer needs and create benefits for organizations and employees at the same time. Keeping the needs of (internal) customers in focus throughout the entire development process is challenging and often unsuccessful. The key to success lies in involving all relevant roles throughout the entire development process and in clearly defining customer requirements. A case study helps to explain the recipes for successful customer-oriented development.
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Chapter
Rapid Technological changes are evolving around the world and people buying online are increasing day by day. The companies must keep track of these technological changes and introduce new AI chatbot features that satisfy the customers who purchase online. Chatbots enable companies and users to contact at any time and anywhere in the world. Chatbots can also provide context and location-based information to customers which helps companies to acquire and retain customers. Chatbots are specialized in providing tailored product recommendations by utilizing customer information, procurement history, and search trends. Chatbots can provide significantly appropriate recommendations directing customers towards products that correspond with customer interests and requirements. This tailored recommendation facilitates enhanced decision-making for customers and enhances the probability of transformation and repeat purchases. This research suggests that online buyers are satisfied with the personalized recommendations of products or services based on history and order fulfillment.
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In today's digital business world, data analytics is becoming increasingly important for product management. Systematic data evaluation enables companies to identify product-relevant trends early, derive product ideas, and make informed decisions for their product strategy. A significant driver is the rapid advancement of artificial intelligence in recent years. In particular, the use of Large Language Models (LLMs) opens up new possibilities for analyzing natural language and other data sources. Despite the growing relevance, there is still no standardized procedure for planning data analytics to support decision-making in product management. This paper addresses this gap and develops a systematic approach that enables more effective use of data analytics in product management. The result is a detailed guideline that outlines concrete steps for planning data analytics to support decision-making in product management. The focus is on assisting in the formulation of data analytics requirements. The application of the guideline is illustrated using the "Social Media Analysis" use case of the industrial company WAGO, a leading global provider of electrical connection and automation technology. The application shows that structured data analytics can significantly improve decision-making in product management. The conclusions emphasize the practical relevance of the guideline and the need for further validation through additional use cases and companies.
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As global populations age, ensuring the mobility safety of elderly individuals has become a prominent concern, highlighting the need for innovative designs in assistive products for seniors. This study aims to offer a scientific and practical design methodology for mobility aid designers, validated through the design of a walker for elderly users. To begin, potential user needs for walkers were identified using User Journey Mapping, with these needs categorized through the Kano model to establish a structured hierarchy of design requirements. Then, the Analytic Hierarchy Process was applied to weight these requirements, pinpointing the most critical design needs for walkers to guide practical design decisions. Finally, the Fuzzy Comprehensive Evaluation method was used to systematically assess walker design proposals, helping to identify the optimal solution and specifying areas for improvement. The findings demonstrate that the combined KANO-AHP-FCE framework effectively guides the design of walker products, enhancing their ability to meet user needs. This approach not only provides a valuable reference for future assistive product innovation but also contributes to solutions for enhancing elderly mobility safety in an aging society.
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Urban waterfront public space is a key infrastructure for enhancing citizens’ well-being. However, rapid urbanization squeezes out blue and green spaces in cities, and extreme weather challenges exist in winter cities, resulting in unmet needs and a significant decline in citizens’ satisfaction. There is an urgent need to optimize design to bridge the gap between supply and demand. This study proposes a workflow for optimizing the design of waterfront spaces in winter cities based on the KANO-IPA model from the perspective of users’ demands. We constructed a systematic and comprehensive set of spatial demand indicators for waterfront public space in winter cities, covering seven demand dimensions and 42 indicators. A satisfaction survey was conducted across 12 sample reaches in northeastern China. We used the KANO model to classify the attributes of spatial demand indicators, then applied IPA analysis to evaluate them, and finally calculated priority indices to quantify their priority sequences. Based on this, we proposed three-phase optimization strategies: near-term priority upgrading, medium-term steady promotion, and far-term charm enhancement, offering recommendations for improving waterfront public spaces in winter cities. This study provides long-term support for urban regeneration, resource management, and waterfront public space design in winter cities.
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A qualidade vem sendo utilizada pelas empresas como um artifício para se destacar frente a elevada competitividade. Esse trabalho tem como objetivo, identificar a qualidade percebida pelos clientes de um escritório de advocacia de médio porte do Sul do estado do Rio Grande do Sul. Foi desenvolvida uma pesquisa empírica quantitativa (survey), utilizando o modelo SERVPERF. O questionário abordou a caracterização da amostra de 136 clientes e a percepção da qualidade deles (21 questões). Foi utilizada uma escala likert com as dimensões: aspectos tangíveis, confiabilidade, capacidade de resposta, segurança e empatia. A estatística foi usada para estudar a relação entre as dimensões da qualidade e a qualidade percebida pelos clientes. A avaliação dos resultados referentes as dimensões analisadas mostraram que existe uma margem de melhoria para os itens: equipamentos modernos (aspectos tangíveis) e Informação sobre o processo (empatia). Com o resultado do Net Promoter Score (NPS) de 75,8%, foi demonstrado que tem uma probabilidade alta de os clientes indicarem o escritório para outras pessoas. Verifica-se ainda que existe uma correlação positiva entre todas as dimensões com a probabilidade de indicar, ou seja, à medida que uma variável (dimensão) aumenta seu valor, a outra correlacionada (probabilidade de indicar), também aumenta proporcionalmente. Este trabalho permitirá que a empresa implante melhorias a partir das oportunidades identificadas e mantenha os seus pontos fortes. Além disso, contribui para a melhoria da gestão da qualidade total e da percepção da qualidade dos serviços prestados pelo escritório.
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