What truly satisfies a customer, and how can businesses exceed expectations? This paper explores the decisive product qualities that drive customer satisfaction, offering insights for effective product development. This research proposes Kano’s model of customer satisfaction, distinguishing between must-be requirements, one-dimensional requirements, and attractive requirements. The model suggests that attractive requirements, which are neither explicitly expressed nor expected by customers, have the greatest influence on satisfaction. These insights have practical implications for product development and marketing. By understanding the different types of product requirements, businesses can focus on delivering attractive features that delight customers and foster loyalty.
Published in the _Journal of Product & Brand Management_, this article is directly relevant to the journal’s focus on brand management and product development strategies. The use of Kano's model aligns with the journal's emphasis on frameworks and tools for understanding customer behavior and improving product offerings.