Refining the Kano model: a behaviour-based approach to reclassifying questionable attributes

Purpose Questionable attributes in the Kano model – arising from inconsistent functional and dysfunctional customer responses – are typically discarded in prior studies, resulting in incomplete interpretation of customer needs. This study introduces a methodological refinement to the Kano model by offering a structured, behaviour-based mechanism for interpreting and reclassifying questionable attributes. Design/methodology/approach Eleven ADSL market-share improvement strategies were identified through interviews with senior managers in the telecommunications sector. Two questionnaires were designed: one based on the traditional Kano model and another incorporating modified functional and dysfunctional questions that reflect behavioural factors. Data were collected from 384 customers across high-demand areas of Isfahan province. Kano categories and satisfaction/dissatisfaction indices were computed before and after applying the proposed reclassification mechanism. Findings Integrating behavioural factors systematically resolves questionable attributes and leads to meaningful changes in Kano classifications. The reclassification improves the interpretability of customer needs and produces measurable shifts in satisfaction and dissatisfaction indices across multiple strategies. The results confirm that questionable attributes contain valuable behavioural information rather than random or unusable responses. Practical implications The proposed mechanism enhances the reliability of Kano-based decision-making and provides managers with clearer guidance for prioritising service-improvement strategies. By resolving questionable attributes, organisations can more accurately identify customer expectations and allocate resources to strategies that genuinely influence satisfaction and market share. Originality/value This study contributes a novel methodological refinement to the Kano model by introducing a behaviour-based mechanism for reclassifying questionable attributes, addressing a long-standing gap in Kano research.