Understanding customer requirements of corrugated industry using Kano model

Purpose: The purpose of this paper is to illuminate concerned companies to develop a better understanding of customer needs through reference of Kano model. Design/methodology/approach: This paper facilitates decision-making process for the productive use of strategy management through a case study approach for corrugated industries in India. A hybrid approach is employed by calculating coefficients of satisfaction with S-CR (customer requirements and customer satisfaction (CS)) relationship functions and self-stated importance evaluation. Findings: Kano’s model provides an effective approach for both industries and academic research in classifying different customer requirements into different categories based on their impact on CS. It empowers to obtain competitive and factual information about customer needs. Research limitations/implications: This study is limited in terms of sample size, domain of the study and the coverage of participants. Originality/value: This paper suggests a valuable Kano approach for concerned organizations and practitioners, to correctly identify customer requirements and channelize their resources in right direction. Fulfilling customer requirements by providing them satisfaction and delight timely is only golden rule for sustaining in this competitive world.