Abstract Background/purpose: The interest of measuring customer satisfaction is reflected in its ability to gain customer loyalty, enhance favourable word of mouth, lead to repeat purchases and improve a company’s market share and profitability. The issue of integrating the Kano model of customer satisfaction with other models and tools to support development or improvement of a product, or to determine market strategies, is relatively unexplored in the Slovenian sector. This research aims to construct the Kano model in order to enhance customer satisfaction in the case of home appliances. Design/Methodology/Approach: Data was collected using an online survey amongst randomly selected individuals from the service interventions for an end users database. Principal component factor analysis was first used to identify the underlying factors of home appliance characteristics. In the next phase we calculated the derived and stated importance of customer satisfaction, which was then used to construct the Kano model of customer satisfaction. We further analysed which factors are the strongest drivers, or predictors, of repeat purchase using multiple regression analysis. Results: In the study we identified the underlying home appliance factors. The results show that these factors are: sales environment, price, user features, design features and technical features. The results were then used to construct the Kano model where the analysis goes beyond the qualitative analysis by implementing two approaches, stated and derived importance approach. According to the Kano model, marketers should concentrate on delight characteristics such as: wider knowledge of the salesperson, professional skills of the salesperson, design of home appliance, brand of home appliance. What is more, factors called ‘user features’ are the strongest predictors of repeat purchase. Conclusion: This paper links the Kano model with measuring customer satisfaction and presents a contribution for marketing research theory. Therefore, the results could be used to support optimization of business decision-making, as well as for further scientific research.

中文翻译：

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使用Kano模型来提高客户满意度

摘要背景/目的：衡量客户满意度的兴趣体现在其获得客户忠诚度，增强良好口碑，导致重复购买以及提高公司的市场份额和盈利能力的能力。在斯洛文尼亚地区，还没有将将客户满意度的卡诺模型与其他模型和工具集成在一起以支持产品开发或改进或确定市场策略的问题。本研究旨在构建Kano模型，以提高家用电器的客户满意度。设计/方法/方法：使用在线调查从最终用户数据库的服务干预措施中随机选择的个人中收集数据。首先使用主成分因子分析来确定家用电器特征的潜在因素。在下一阶段，我们计算了得出的客户满意度的重要性，并据此进行了说明，然后将其用于构建客户满意度的Kano模型。我们使用多元回归分析进一步分析了哪些因素是重复购买的最强驱动因素或预测因素。结果：在研究中，我们确定了潜在的家用电器因素。结果表明，这些因素是：销售环境，价格，用户功能，设计功能和技术功能。然后将结果用于构建Kano模型，通过实施两种方法（陈述式和导出重要性法），分析超出了定性分析的范围。根据卡诺模型，营销人员应专注于愉悦特性，例如：销售人员的知识面广，销售人员的专业技能，家用电器的设计，家用电器的品牌。此外，称为“用户功能”的因素是重复购买的最强预测指标。结论：本文将Kano模型与衡量客户满意度联系起来，并为市场研究理论做出了贡献。因此，结果可用于支持业务决策的优化以及进一步的科学研究。本文将Kano模型与衡量客户满意度联系起来，并为市场研究理论做出了贡献。因此，结果可用于支持业务决策的优化以及进一步的科学研究。本文将Kano模型与衡量客户满意度联系起来，并为市场研究理论做出了贡献。因此，结果可用于支持业务决策的优化以及进一步的科学研究。