Understanding the relationship between Kano model’s customer satisfaction scores and self-stated requirements importance

Emmanuel O. C. Mkpojiogu, Nor Laily Hashim

Customer satisfaction is the result of product quality and viability. The place of the perceived satisfaction of users/customers for a software product cannot be neglected especially in today competitive market environment as it drives the loyalty of customers and promotes high profitability and return on investment. Therefore understanding the importance of requirements as it is associated with the satisfaction of users/customers when their requirements are met is worth the pain considering. It is necessary to know the relationship between customer satisfactions when their requirements are met (or their dissatisfaction when their requirements are unmet) and the importance of such requirement. So many works have been carried out on customer satisfaction in connection with the importance of requirements but the relationship between customer satisfaction scores (coefficients) of the Kano model and users/customers self-stated requirements importance have not been sufficiently explored. In this study, an attempt is made to unravel the underlying relationship existing between Kano model's customer satisfaction indexes and users/customers self reported requirements importance. The results of the study indicate some interesting associations between these considered variables. These bivariate associations reveal that customer satisfaction index (SI), and average satisfaction coefficient (ASC) and customer dissatisfaction index (DI) and average satisfaction coefficient (ASC) are highly correlated (r = 96 %) and thus ASC can be used in place of either SI or DI in representing customer satisfaction scores. Also, these Kano model's customer satisfaction variables (SI, DI, and ASC) are each associated with self-stated requirements importance (IMP). Further analysis indicates that the value customers or users place on requirements that are met or on features that are incorporated into a product influences the level of satisfaction such customers derive from the product. The worth of a product feature is indicated by the perceived satisfaction customers get from the inclusion of such feature in the product design and development. The satisfaction users/customers derive when a requirement is fulfilled or when a feature is placed in the product (SI or ASC) is strongly influenced by the value the users/customers place on such requirements/features when met (IMP). However, the dissatisfaction users/customers received when a requirement is not met or when a feature is not incorporated into the product (DI), even though related to self-stated requirements importance (IMP), does not have a strong effect on the importance/worth (IMP) of that given requirement/feature as perceived by the users or customers. Therefore, since customer satisfaction is proportionally related to the perceived requirements importance (worth), it is then necessary to give adequate attention to user/customer satisfying requirements (features) from elicitation to design and to the final implementation of the design. Incorporating user or customer satisfying requirements in product design is of great worth or value to the future users or customers of the product.