Typology of Kano models: A critical review of literature and proposition of a revised model

Purpose: The purpose of this paper is to develop and suggest a reference Kano model. Design/methodology/approach: Existing Kano models have been classified into three types and, for each type, the curves, together with their corresponding evaluation tables, have been studied and a new type of the Kano model developed. Findings: Findings imply that the existing types of the Kano model have weaknesses: starting points of the curves are not located in correct position; the sequence and slopes of the curves are not carefully illustrated; and the cells of Kano evaluation table are not coded correctly. Such problems have been resolved in the proposed Kano model. Research limitations/implications: Empirical research is needed to examine the proposed type of Kano model, and to investigate the differences between the results of the application of the new and other types of Kano model. Originality/value: This study provides a valuable reference model for researchers and practitioners, to be utilized in future investigations.