Are consumers in collectivist culture mostly indifferent to sports lesson programs?: A DAQ simulation on the Kano fuzzy model

Kyunghee Bu and Seong Yong Park

Journal of Business Research, 2016, vol. 69, issue 5, 1656-1660

Abstract: This study proposes to adopt Kano fuzzy model to minimize the overriding effect of ‘indifferent’ Kano category. Most frequently, consumers in a collectivist culture tend to show their prevention-mode of choosing the middle point on the questionnaire scales. To make the Kano fuzzy model fit better to the empirical data, this study suggests including the direct questions to the respondents. The DAQ (directly-asked-question) model is a simple approach to find the most accurate Kano fuzzy categories. By using consumer responses towards 13 popular sports lesson programs in Korea, this study tries to show the adjustment of the cut-off points on typical 4 by 4 matrixes in Kano model and Kano fuzzy model. This new model proposes to enhance the accuracy of the Kano fuzzy model, especially of the Kano classification for collectivist consumers.

Keywords: Kano fuzzy model; Direct question; Area estimation; Collectivist consumers (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296315004579
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:5:p:1656-1660

DOI: 10.1016/j.jbusres.2015.10.034

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().