20.500.12556/DKUM-69453 The use of the Kano model to enhance costumer satisfaction Uporaba Kano modela za izboljšanje zadovoljstva potrošnikov 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. Ozadje/namen: Zanimanje za merjenje zadovoljstva potrošnikov se kaže v koristih, ki jih le-to prinaša, in sicer pridobitev lojalnosti potrošnikov, prenašanje potrošnikovih dobrih izkušenj od ust do ust, ponovni nakup, izboljšanje tržnega deleža podjetja in dobičkonosnosti. Področje integriranja Kano modela zadovoljstva potrošnikov z ostalimi modeli in orodji, ki omogočajo razvoj ali izboljšanje proizvoda oziroma določanje trženjskih strategij, je na sloven­skem področju relativno neraziskano. Cilj raziskave je oblikovati Kano model za izboljšanje zadovoljstva potrošnikov gospodinjskih aparatov. Zasnova/metodologija/pristop: Podatki so bili zbrani preko spletne ankete med naključno izbranimi posamezniki iz podatkovne baze končnih uporabnikov. Faktorska analiza glavnih komponent je bila uporabljena za identifikacijo dejavnikov lastnosti gospodinjskih aparatov. Nato smo izračunali izpeljano in navedeno pomembnost, kar je bilo up­orabljeno za oblikovanje Kano modela zadovoljstva potrošnikov. Prav tako smo analizirali, kateri dejavniki v največji meri vplivajo na ponovni nakup z uporabo multiple regresijske analize. Rezultati: Identificirali smo dejavnike gospodinjskih aparatov, pri čemer so to prodajno okolje, cena, uporabniške, oblikovalske in tehnične lastnosti. Na podlagi rezultatov smo nato oblikovali Kano model, kjer analiza presega kvalita­tivni okvir in pomeni implementacijo dveh pristopov, izpeljane in navedene pomembnosti. Tržniki naj se osredotočijo na lastnosti kot so širše znanje prodajalca, strokovne sposobnosti prodajalca, dizajn gospodinjskega aparata, bla­govna znamka. Uporabniške lastnosti v največji meri vplivajo na ponovni nakup. Zaključek: V članku smo povezali Kano model z merjenjem zadovoljstva potrošnikov, kar predstavlja prispevek k teoriji trženjskega raziskovanja. Rezultati raziskave lahko služijo kot podpora optimizaciji poslovnih odločitev kot tudi za nadaljnje znanstveno raziskovanje. optimization business decisions Kano model consumers satisfaction measuring satisfaction optimizacija poslovno odločanje model Kano potrošniki zadovoljstvo merjenje zadovoljstva true true true Angleški jezik Slovenski jezik Znanstveno delo 2018-01-23 10:09:03 2018-01-23 10:09:53 2025-10-08 10:53:16 2019-07-11 17:32:47 2017 0 0 str. 339-351 št. 4 Letn. 50 nov. 2017 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1318-5454 339.162.3+159.94 610909 514726263 10.1515/orga-2017-0025 1318-5454 URN:SI:UM:DK:JLKCZRN6 Organizacija_2017_Juznik_Rotar,_Kozar_The_Use_of_the_Kano_Model_to_Enhance_Customer_Satisfaction.pdf Organizacija_2017_Juznik_Rotar,_Kozar_The_Use_of_the_Kano_Model_to_Enhance_Customer_Satisfaction.pdf 1 B12815592C4BA7C51021472B9F55F779 cef723fe626dd450333bcd53ea889770529973e2ec0e2fabfb5a6bac438aa4a4 9e60657b-7c0f-11eb-bb7a-00155d0001ca 20.500.12556/dkum/ae2e0a4d-134b-481b-9119-5500d304d657 https://dk.um.si/Dokument.php?lang=slv&id=121507 http://www.degruyter.com/view/j/orga.2017.50.issue-4/orga-2017-0025/orga-2017-0025.xml 1 https://dk.um.si/Dokument.php?lang=slv&id=121506 Fakulteta za organizacijske vede Organizacija 0 0 0