Sharpening passenger service strategy planning by applying Kano's quality element classification: a case study in the airline industry

Abstract

This paper presents how airline passenger service requirements can be analyzed by using Kano's model of quality element classification as well as discusses the potential benefits that can be achieved by applying this approach to make marketing strategy planning. According to Kano's model, quality elements can be classified into three categories, namely Must-be, One-dimensional and Attractive needs, depending on their ability to create customer satisfaction or dissatisfaction. Results of this study suggest that airline passenger service elements could be classified analogously with Kano's model to identify the most important passenger service elements, and to effectively distinguish the differences between passenger groups by statistic analysis.