Abstract
Kano's theory analyses only the ‘current situation’ concerning the extent of customer satisfaction, which results from fulfilling monitored product/service attributes. Such an issue hinders the exploitation of Kano surveys for long-time design projects. On the other hand, trends regarding the shift of quality attributes reported in literature are not supported by rigorous research. In order to highlight evidence about changes in the main drivers for customer satisfaction, the authors have individuated and subsequently examined surveys of three analogous products or services performed by different research groups. The use of a quantitative reference model linking the performance of quality attributes to the ensuing satisfaction provides a clear picture of the transformation occurring within the role played by a plurality of customer requirements. The results of the investigation show remarkable differences in the evolution of quality attributes and point out new needs for the organisation of an experiment to validate the existing hypotheses that concern the transformation of Kano categories. More specifically, the paper stresses the importance of performing repeated tests with the same group of customers, paying attention to industrial sectors where performance is progressing quickly, considering uncertainties related to the output of Kano surveys.