Kano's Model: An Integrative Review of Theory and Applications to the Field of Hospitality and Tourism

Amy Gregory, University of Central Florida
H.G. Parsa


This research provides a comprehensive review of literature related to the Kano model of satisfaction measurement. Based upon the declaration that performance on certain product attributes produces greater consumer satisfaction than others,Kano Seraku, Takahashi, and Tsuji (1984) proposed that the relationship between product attributes and customer satisfaction is not always linear. Further, Kano et al. disputed conventional satisfaction models that propose that higher satisfaction occurs irrespective of the inherent nature of attributes. This research investigates the evolution of the Kano model across research contexts and its application in different industries. This article also presents an extensive review of literature on the Kano model, synthesis of competing concepts, criticism of the model, methodological implications, applications to the hospitality and tourism industry, discussion of limitations, and suggestions for future research.