Integrating Kansei engineering and revised Kano model with a case study in the automobile industry

The aim of this study is to propose an integrated approach of the subjects of Kansei engineering and revised Kano model. Customers' Kansei term, i.e., requirements, emotions, and affections about automobile have been identified and screened by Kansei engineering, and then each of the Kansei terms has been asked from customers using a Kano questionnaire, and in the next stage the collected data has been analysed and classified based on both the traditional and revised Kano's models and evaluation tables, and finally the obtained results have been compared. Findings imply that while classifying various Kansei terms in respect of Kano major dimensions, i.e., must be, one dimensional, and attractive, seems similar based on the traditional and the revised approaches of Kano model, it seems that the revised Kano model provides more accurate information than the traditional Kano model, and this can be effective and profitable to those organisations that compete for higher customer satisfaction.