Developing the Kano model by service quality robust design: an integrative approach

The purpose of this paper is to propose a new integrated approach of Taguchi experimental design and Kano model for robust design of service quality. Each Kano dimension has been assumed to have three levels. For the dimensions in three levels, L18(3⁵) table of Taguchi experimental design has been developed and respectively, 18 questionnaires have been designed for data collection. The traditional and proposed approaches have been examined in the University of Isfahan. Findings of the traditional Kano model indicates that all of the five dimensions of service quality are one‐dimensional, while the results of the new approach imply that dimensions of reliability, responsiveness and assurance are one‐dimensional and dimensions of empathy and tangibles are attractive.