Comparative analysis of experience-oriented customer needs based on the Kano model: an empirical study

Abstract

Based on the concept of experience economy, this study starts off by proposing that goods, services, and experiences are dimensions of experience-oriented service functions, illustrating an integrated approach which adopts the basic Kano model and customer satisfaction coefficients matrix to categorize and prioritize experience-oriented service functions. An empirical study was then conducted to explore customer need attributes for digital television (DTV) applications. As a result, 445 samples in Taiwan are collected and analyzed, showing different segments have different need attributes. In addition, a comparative analysis of experience-oriented customer needs for experienced and inexperienced users was applied in order to provide differentiated and continuous competitiveness during different stages of the product life cycle; then the result was used as a reference for future development of experience-oriented service functions.

Keywords:

• digital television
• market segmentation
• product life cycle
• customer satisfaction

Notes

Eastern Online Co., Ltd (EOL) is a famous lifestyle and customer market research consultant in Taiwan, which was co-founded by Eastern Advertising, Co., Ltd. and one of Taiwan's largest Internet media company, PCHome Group since 2000. The company President, Mr. Jan Hung Tze is a famous expert in trend analysis and CEO, Mr. Tsai Hung Shien also has profound experience in integrated marketing and brand management. Furthermore, EOL has stepped into the Pan-Asia area by strategic alliance, C-News Asia Network (CAN) with outstanding partners, such as Sinomonitor International in Mainland China, Info-Plant in Japan and Embrain, and maintains close relationships with panel members by ID verification. With this partnership, EOL can release the customer and market research report periodically for Northeast Asian countries, Korea. Specifically the biggest Internet survey company in Korea, Embrain can provide quick and accurate information using the nation's biggest number of panels.