ORCID

https://orcid.org/0009-0005-0198-4886

Keywords

Kano model, Education 4.0, Customer 4.0, Quality attributes, student preferences

Abstract

The world is constantly changing, with rapid technological advancements and increased digital connectivity shaping daily activities. In this evolving landscape, customers have transformed into what is known as Customer 4.0—a new generation of consumers who expect high levels of personalization, digital engagement, and greater transparency from organizations. These expectations extend to higher education, where students demand more customized learning experiences, interactive content, and digital accessibility. This research investigates engineering students' preferences regarding educational attributes aligned with Customer 4.0 characteristics using the Kano model. While the Kano model has been widely applied across industries, its use in higher education remains limited. This study aims to classify educational attributes based on their impact on student satisfaction. A Kano questionnaire was developed to assess fifteen attributes derived from an extensive literature review. Data was collected from 419 engineering students from UCF. The findings revealed that six attributes surveyed were considered must-be attributes, including transparency, innovation, sustainability, mental health, applicable knowledge, and accessible materials. Additionally, six attributes, including interactive content and open educational resources, were identified as attractive features. Chi-square was used to determine associations between the demographics and attributes. Fisher’s exact test was applied to ensure statistical validity, and Cramer’s V was used to measure the strength of association between demographic factors and attribute classifications. The results indicate that gender influences students' perceptions and expectations of some attributes. This research contributes to the body of knowledge on the use of the Kano model in higher education. It provides insights into how higher education students align with Customer 4.0 principles. Institutions should understand and implement those essential and attractive attributes to enhance student experience in the digital era. Future research could explore these attributes across different institutions, disciplines, and student demographics to further validate and expand upon these findings.

Completion Date

2025

Semester

Spring

Committee Chair

Ahmad Elshennawy

Degree

Doctor of Philosophy (Ph.D.)

College

College of Engineering and Computer Science

Department

Industrial Engineering and Management Systems

Identifier

DP0029276

Document Type

Dissertation/Thesis

Campus Location

Orlando (Main) Campus

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