A novel approach to regression analysis for the classification of quality attributes in the Kano model: an empirical test in the food and beverage industry

Since its introduction in the 1980s, Kano's two‐dimensional model has become one of the most popular models with which to evaluate quality, finding a place in a wide range of industries. For decades, various approaches to regression analysis have been applied to explore asymmetric and non‐linear relationships in the Kano model. Although a number of authors have questioned the use of these regression methods, there has been a lack of validity testing to evaluate their convergence with the results of the Kano questionnaire in classifying quality attributes. This study proposes a novel approach to regression analysis for the classification of quality attributes, including must‐be, one‐dimensional, attractive, and indifferent categories, as well as mixed‐class distribution. Using popular tools and techniques for the measurement of customer satisfaction, the proposed approach is capable of simplifying the process of collecting data making it far easier to implement than the list of functional and dysfunctional questions initiated by Kano. An empirical study of a food and beverage chain showed that the proposed approach is capable of returning acceptable classification results, compared to the Kano questionnaire. A validity test indicated that the proposed approach significantly outperformed dummy variable regression and the moderated regression. In conclusion, the proposed approach provides a more practical implementation, while maintaining classification power on par with the Kano questionnaire.