Integrating Kano model with strategic experiential modules in developing ICT‐enabled services : An empirical study

Purpose – The purpose of this study is to propose an effective mechanism of developing innovative ICT‐enabled services from the perspective of experiential marketing with the aim to utilize a commonly used product design model of Kano. Design/methodology/approach – To illustrate the application of the integrative approach of mechanism, a case of innovative ICT‐enabled residential video surveillance is given to identify customer needs based on Bernd Schmitt's five strategic experiential modules (SEMs). Afterward, the Kano questionnaire is developed and used in an on‐line survey. Data from 668 respondents are collected and analyzed in light of Kano's method. Findings – A total of 15 innovative service requirements is identified. Among them, seven requirements are attractive and eight are one‐dimensional attributes according to Kano's method of categorization. Practical implications – Under the competitive situations that most of the ICT‐enabled service providers provide similar products and services, firms need to grasp customer needs and wants and convert them into deliverable services promptly. The result reveals that integrating Kano model with SEMs are good tools in exploring customer needs and wants for ICT‐enabled services. Originality/value – To explore the experiential aspects of consumption has become the most important source for value creation. However, it is hard to find a systematic approach with common language for cross‐functional design team. This study aims to solve this problem by incorporating two well‐known models. Though the models used are widespread, it is rarely found in using Kano's model to explore the experiential aspects of consumption; likewise, SEMs are rarely implemented systematically.