 Applying the Kano method to higher education choiceK. N. Rajendran and Lynne Pierce Journal of Education Advancement & Marketing, 2018, vol. 3, issue 1, 32-47 Abstract: The paper explores whether the Kano method (used in product development and quality circles in business and industry) could be applied to an institution of higher learning to classify various attributes relating to the institution as perceived by students. The Kano classification of institutional attributes could provide additional insight into the nature of attributes believed to be important to students; some may provide delight, some may be expected and others may be basic requirements. This has implications for student satisfaction, and affects recruitment and retention of students. The present case study clearly demonstrates that the Kano Method can be applied to higher education settings. Several attributes are identified in this study (at a mid-sized, Midwestern university) as being 'attractive' or 'one-dimensional' or 'must-be' in Kano terms. This exploratory study provides a roadmap for conducting similar Kano studies at other institutions of higher learning. The paper also suggests how different types of Kano attributes may be used by linking them to a decision-making framework. Keywords: Kano method; on-line survey; college choice; satisfaction; customer delight (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2018:v:3:i:1:p:32-47 Access Statistics for this article More articles in Journal of Education Advancement & Marketing from Henry Stewart Publications |
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