Customer satisfaction measurement using SERVQUAL model, integration Kano and QFD approach in an educational institution

Customer satisfaction measurement as a competitive advantage in organisations lead satisfactory of customers, in order to this measurement QFD is an instrument with descriptive information and experts advices for analysing customers' demands and translating them into their required productions. Identify customers' needs is one of the most important things in gaining customers satisfaction. Kano model can divide needs in three categories that are named 'must be, attractive and dimensional'. We can integrate QFD and Kano for identifying customers' needs. The classification of customers' needs lead to present services and products that the customers want. In this paper in our case study by using Kano model in QFD with classification customers' needs, we focus on a semi modern college. The results illustrate that teachings method has the most important relative weight toward the others and in technical requirements; using experienced teachers that we arrange it into basic need in Kano model was the most important customers' needs than the others.