Kano Model distinguishes service attributes in three types: basic, excitement and performance attributes. This work has as objective to verify how these attributes interact to proportionate satisfaction to customers. A full factorial experiment, using a sample of 152 customers of video rental stores, was used to study the interaction among four attributes (two basic and two excitements). The results show that the excitement attributes had less impact on customer satisfaction if the basic attributes were not fulfilled. The managerial implication of these results is that service companies should identify and fulfill the basic attributes in order to the excitement attributes having full impact on customer satisfaction.
Kano model; conjoint analysis; customer satisfaction; service quality; quality management
