International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
1
APPLICATION OF KANO MODEL FOR CLASSIFYING
THE REQUIREMENTS OF ENGINEERING STUDENTS
Mr. P.S.Senthil Kumar
Research Scholar
Faculty of Mechanical Engineering
Anna University Coimbatore
Dr. S.Balasubramanian
Research Supervisor
Anna University Coimbatore
Email: [email protected]
Dr. R.K.Suresh
Principal
PA College of Engineering and technology
Pollachi
Dr. S.Arularasu
Professor
Department of Production Engineering
Government College of Technology
Coimbatore
ABSTRACT
Technical Universities are formulated to provide wholesome engineering
excellence in academics and in related field of education to the students who desire to
become engineers. This paper reveals the importance of technical education in southern
part of India and the functioning of engineering colleges by providing education,
facilities and all other parameters concerned with the development of knowledge, talent
and leadership qualities in each individual as an engineering student. Engineering
Colleges are one of the most important institutionalized sectors that are in the modern
service sectors. Like all over India and the world, southern part of India is also facing
stiff competition and is forced to develop new promotional strategies to cater the needs of
the customers.
International Journal of Mechanical Engineering
and Technology (IJMET), ISSN 0976 – 6340(Print)
ISSN 0976 – 6359(Online) Volume 1
Number 1, January - December (2010), pp. 01-16
© IAEME, http://www.iaeme.com/ijmet/index.asp
IJMET © I A E M E
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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Thus colleges use customer based service options in order to meet the
requirements of customers/students better. In modern competitive markets, customers’
satisfaction depends on customers’ expectation. The quality of service provided is
measured by the level of satisfaction of customers’ expectations. The very first quality
technique is to listen to voice of customers. One of the approaches used to determine
customer expectations is the Kano Model. This model reveals the relationships between
the meeting of customer requirements and consumer satisfaction. A lot of difference is
displayed in the study of increase in the customer satisfaction. A small development
provides considerable satisfaction and a great deal of development in some requirements
brings little increase in customer satisfaction. Kano Model explains the differences of
these requirements.
In this study, the requirements of students/customers who take education services
at Anna University are aimed to determine. The questionnaires were prepared to
determine the requirements by doing with the focus groups. The questionnaires were
applied to Anna University students and the requirement obtained as data were classified
by means of Kano Model as basic requirements, expected requirements and exciting
requirements. Thus the requirements contributed to the increasing needs of
customer/student satisfaction was attempted to determine. The results by comparing with
similar studies conducted in different colleges in other states were discussed. The study is
considered to contribute for further research.
Keywords: Kano Model, Student requirements, Satisfaction level and Engineering
Colleges
INTRODUCTION
In the present educational competition, services are increasingly gaining
prominence toward providing wholesome education. Engineering educational services for
the students are gaining rapid momentum in which global and national standards are
compared to refine and to find the best solution possible and are modified to suit the local
specifications. Colleges have become rational service providers in which demand and
supply cooperate to improve satisfying outputs. At this juncture, the colleges face
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
3
intensive international and national competitions and consequently choose in the same
way as firms (Jarvis 2000).
John and Lyth 1991; Cronin, 1992; Christou and sigala,2002;sigala,2004;
suggested that the higher the service of quality is the more satisfied customer become.
Thus, satisfaction is based on customer expectations and perception of service quality.
Management perspectives have a great role in finding out the requirements and
determining their differences becomes more important. It is not only the customers’
demands are to be considered but also for what those specific requirements are for
Okul,(2007) debated that other than classical methods of interviews and focus groups,
Kano Model is used in classifying the requirements. Kano Model is used to categorize the
customer requirements. This also determines the levels of satisfaction. In this study, Kano
Model is used in classifying the expectations of the engineering students from the service
point of view that they get.
The first part of the study general information about Kano Model is given and in
the second part of the study, the analysis of the data taken in the form of questionnaires
from the engineering college students of Anna University and their expectations from the
services and the results are given. Some suggestions have been made according to the
results taken at the end of the complete analysis.
KANO’S MODEL AND THEORY
Everyone has to understand the potential customers’ requirements completely and
based on the same, quality of service and consequent adjustments is required in the
service offering toward expected requirement. By using Kano’s model one can clarify the
different to see customer requirements by classifying them into a few groups and by
locating each requirement on a graph. By assumption, Kano model’s customer
satisfaction is always not proportional to how fully functional may be the product is or in
other words, higher quality does not necessarily lead to higher satisfaction for all the
product attributes or service requirements. In this case, the type and intensity of service
requirements may be considered must-be (Expected) and should be satisfied at all levels.
Some service requirements (Attractive as delighters, unexpected or exciting) don’t
make any difference in case of deficiency of these requirements but elevate satisfaction
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
4
levels when fulfilled. These are neither explicitly expressed nor expected by the students.
The third type of service requirement in one-dimensional aspect (existing) and how these
requirements are with high level of satisfaction (Sofyal and Kartal, 2005).The lack of
explanatory power of one-dimensional recognition of quality has brought a new concept
called theory of attractive quality by Kano (2001).For example, people are satisfied if the
expiry date of a cough tonic extends and dissatisfied if the cough mixture shortens the
expiration. For a quality attribute such as quality in medicine, people are satisfied if there
is no adulteration in the medicine, but very much dissatisfied if it does. The one
dimensional view of the quality can explain the role of adulteration but not expiration.
To understand the role of quality attributes, Kano et al (1984) presents a model
that evaluates patterns of quality, based on customers’ satisfaction with specific quality
attributes and their degree of sufficiency.
The following Figure 1 depicts the necessity of sufficiency and satisfaction. The
horizontal axis in the Kano graph shows the physical sufficiency of a certain quality
attribute and the vertical axis shows the
Figure 1 Kano Model
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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Satisfaction with a certain quality attribute is given below. This can be classified into five
quality attributes namely
• Attractive quality (A)
• One dimensional quality (O)
• Must –be quality (M)
• Indifferent quality (I)
• Reverse quality (R)
Table 1 Five level Kano Classification
FIVE LEVEL KANO QUESTIONNAIRES
A survey is done based on the original version of the theory of attractive quality
(Kano et al., 1984) and the Kano questionnaire. This questionnaire is constructed through
two pairs of customer requirement questions. How do you feel if that feature is present in
the product (functional form of the question), and how do you feel if that feature is not
present in the product (dysfunctional form of the question) (see Kano et al., 1984; Berger
et al., 1993). For each question the customer selects one from the five alternative
answers. The alternatives are like, must be, neutral, live with it and dislike. The
perceptions were then evaluated into quality dimensions on the basis of how the
respondents perceived the functional and dysfunctional form of a quality attribute.
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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Depending on the answers the grades are given like A,O,I,M,R that given a different
meaning.
PURPOSE AND IMPORTANCE OF STUDY
There is a dynamic competition prevailing in the education service sector and
especially in the engineering education. Each state of south India is striving hard to start
as many engineering colleges as possible. For example the state of Tamilnadu has 450
Engineering colleges and still about 100 colleges are awaiting approval for the coming
academic year. Like this, there are so many institutions which are awaiting approval in
other Southern states.
Like any other product, education also has come in the purview of customer
orientations and expectations. The requirements of customers or students and their
expectations are different and higher. In this study, we have tried to determine how
effective those students’ expectations are on the satisfaction they get. From the results
taken from the study, some suggestions will be made how engineering colleges can use
their services to satisfy the students. In this study Kano Model has been used which is
widely used in the classification of the requirements.
DATA AND SAMPLES
An extensive analysis and literature review was done on the subject regarding
quality improvement in technical education, many potential student requirements are
identified and these requirements are discussed with a focus group comprised of 15
students. The focus group ended up with a total of 25 potential students’ requirements.
The Anna University students accepted to join the study. A 300 questionnaire forms were
prepared. The data tool was questionnaire forms and was evaluated. The data obtained
were tested using SPSS frequency analysis and Kano’s Model. Different department
students were considered for the same. The variables of this study shown in Table 2.
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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TABLE 2 VARIABLES FOR KANO MODEL STUDY
1. Conformity of teaching faculty in the best of standards (National/International)
2. Class lecture hours
3. Facilities in class rooms-LCD, Projectors and modern equipments, online class
room
4. Facilities in the laboratories
5. The possibility of having good communication with teaching staff members
6. The possibility of having good communication with the administrative
members
7. Hostels/Dormitories cleanliness and hygine
8. Food & dining hall services
9. Sig boards on campuses and identifying signs of buildings
10. Shopping services and centers in colleges
11. Students forum and clubs
12. Psychological counseling services
13. Transportation facilities on campus
14. Scholarship services and by the concerned universities
15. Sports and entertainment facilities
16. The promotion of the colleges nationally and internationally
17. The positive attitude of the people of the town towards the students
18. Organizing social and cultural services in the villages through colleges
19. Availability of internet services in the college labs and hostel premises
20. Organizing value added certificate courses during college days & week ends
21. Availability & Accessibility of Library services with rich data base
22. Reunion club or Alumni association to follow up students after graduation
23. Professional development services during college
24. Evaluation methods & internal assessment regulations
25. The security system on campus
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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FINDINGS
Demographic display of students
Table 3 Demographic display
The classification of requirement according to Kano Model
• Attractive quality (A) One dimensional quality (O)
• Must –be quality (M) Indifferent quality (I)
• Reverse quality (R)
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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Table 4 Frequency of quality attributes
As per the results of the frequency analysis, 09 are indifferent frequencies and 15
are one dimensional requirement. The following are the one dimensional representations
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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like: Conformity of teaching faculty in the best of standards (National/International),
Facilities in class rooms-LCD, Projectors and modern equipments, online class room,
Facilities in the laboratories, The possibility of having good communication with
teaching staff members, The possibility of having good communication with the
administrative members, Hostels/Dormitories cleanliness and hygiene, Food & dining
hall services etc.
After the first classification and most frequently answered, customers’ satisfaction
coefficients have been calculated in order to find out the variables which are closer to one
dimensional requirements and attractive requirements. The following formula has shown
in table 5 for calculation of customers’ satisfaction coefficients.
Table 5 Calculation of customer’s satisfaction coefficient (CSC)
Table 6 Total Customers’ satisfaction Coefficient
Thus the customer satisfaction coefficients are calculated and the variables with
the negative coefficients have been identified in the following table as those requirements
are closer to one dimensional requirement.
With the help of the requirement strategy, the customer satisfaction dimension
and dissatisfaction dimension are calculated. The total customer satisfaction is calculated
with the results achieved. Some of the attributes are one dimensional oriented and some
are attractive oriented. Must be quality is given importance and hence a few relate to
Must-be quality.
The results that show negative are tabulated and the results that show positive
sign are tabulated. Some of the requirements are Conformity of teaching faculty in the
best of standards (National/International), Class lecture hours, Facilities in class rooms-
LCD, Projectors and modern equipments, online class room, Facilities in the laboratories,
The possibility of having good communication with teaching staff members, The
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
11
possibility of having good communication with the administrative members,
Hostels/Dormitories cleanliness and hygiene, Food & dining hall services, Sign boards on
campuses and identifying signs of buildings, Shopping services and centers in colleges,
Transportation facilities on campus and Psychological counseling services.
The following table 7 shows the entire result of customer satisfaction and its total
requirement.
Table 7 Total customer requirement table
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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From this table all positive results are considered to be closer to attractive
requirements & all negative results are considered to be closer to one-dimensional
requirements.
The requirements that is closer to ATTRACTIVE requirements
Table 8 Attractive requirements
ONE DIMENSIONAL REQUIREMENT
Table 9 One dimensional requirements
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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CLOSER TO REVERSE REQUIREMENTS
The below mention result is considered to be Reverse requirement and hence the
students are not in favour of the present evaluation and internal assessment regulations.
They are in need of an alternate system of evaluation and internal assessment regulations.
The requirements which are closer both to ATTRACTIVE and ONE
DIMENSIONAL requirements are shown in table 10.
Table 10 closer to both attractive and one dimensional requirement
Transformation table
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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The X and Y values from the Kano’s Transformation table are taken as the result
of the transformation which is depicted in the table 11 given below. The important levels
are considered to be above 4 and that is closer to one –dimensional requirements and
must-be requirements. There is no variable among the requirements which has the
importance level as 3.No transformation process has been applied to the variables with
the level of importance between 3 and 4 so that the results can be easily understood.
The X and Y values of the levels of importance of the requirements:
Table 11 he X & Y important values
From the study, the results are taken and it has been evident that no requirement is
below 3 & above 4.5.The position of the requirements as per the result is shown in the
figure 2.
Figure 2 The position of requirements according to X & Y values
International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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RESULTS AND SUGGESTIONS
The Kano Model was applied to the engineering college students to find out their
expectations and satisfactions of the engineering colleges,25 questions were framed and
out of that 09 variables were out to be indifferent requirements, and the remaining were
considered to be closer to one dimensional requirement s and attractive requirements. In
the study, one requirement happened to be reverse and so the students are not satisfied
with the present evaluation system and internal assessments. An alternate requirement is
very well expected from the engineering colleges’ students. From the results it is evident
that most of the requirements are in the negative side and hence the variables should
move to the attractive requirement category .In order to increase the satisfaction level, the
college should improve or bring changes in Conformity of teaching faculty in the best of
standards (National/International), Psychological counseling services, Class lecture
hours, The possibility of having good communication with teaching staff members,
Availability of internet services in the college labs and hostel premises and Evaluation
methods & internal assessment regulations.
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International Journal of Mechanical Engineering and Technology (IJMET), ISSN 0976 – 6340(Print),
ISSN 0976 – 6359(Online) Volume 1, Number 1, January - December (2010), © IAEME
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