Comparative analysis of experience-oriented customer needs and manufacturer supplies based on the Kano model

Abstract

This research adopted the experiential marketing factor mode as a substitute for product quality in Kano's two-dimensional quality model. The research findings indicate that multimedia entertainment manufacturers need to focus on a number of orientations in their marketing strategies, including more superior and convenient visual and hearing orientations, more attentive and humanised online service, security for personal data protection, integrated social information orientation, and personalisation orientation. In addition, two differences in the quality demands of manufacturers and consumers for Kano are identified. First, the manufacturers wrongly regarded consumers' one-dimensional demand quality as attractive demand quality, which may result in ignorance regarding which marketing strategies should be emphasised. For example, consumers will feel dissatisfied if they are not equipped with high-resolution and excellent sound effects, and thus manufacturers should place high importance on these features. Second, the quality demands deemed necessary by manufacturers but which consumers regard as insignificant will lead to a waste of marketing resources. For instance, the Internet real-time query function may not be a necessary demand for consumers as they may consider that since the Internet is designed with the function of looking up information, there is no need for them to be occasionally provided with large amounts of useless information.

Keywords:

• Kano's model
• experiential marketing
• experience-oriented
• customer needs
• multi-entertainment