Understanding key attributes in mobile service: Kano model approach

Abstract

This study investigated how customers perceive currently available 3G mobile services. More specifically, by using the Kano model, it tried to categorize them into five quality attributes: Attractive, One-Dimensional, Must-Be, Indifferent, and Reverse. The results showed that picture messaging, instant messaging, navigational aid, and mobile internet are considered as one-dimensional quality attributes. That is, the higher the level of fulfillment of these mobile services, the higher the customer's satisfaction, and vice versa.