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

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.