1. Capturing Airline Passengers’ Voices
using Kano’s Model
)

2. Introduction
 Perceived quality is a prerequisite for customer satisfaction
 Customer service analysis - measure of customers’ preference
 To examine the application of Kano’s quality element
classification in the passenger service strategy planning by the
case study of the International Airlines

3. KANO’s Model
Delighting
Expected
Assumed

4. Journey Into The Past
ASSUMED EXPECTED DELIGHTING
Clear and precise cabin Meal service on flight Special services to
announcements Calls to service center executive class
Correct safety responded immediately passengers like ‘Porters
demonstration assisting’
Clear and precise
Availability of flights to boarding Lavish Food served
prime cities announcement IFE System.
Proper system for Signs for guiding Various food choice on
reservations passengers to boarding the menu
Flight schedule gates Good quality of in-flight
information Efficiency to handle lost drink
Security system in place baggage
on airports Assistance with security
Proper safety for issues
handling baggage

5. Present Voyage
ASSUMED EXPECTED DELIGHTING
Handling overbooking Calls to service centre Premium facilities
situation well responded offered in the Lounges
Proactively provide immediately Premium IFEC
reminders to Courtesy of facilities (live
passengers reservation staff TV, Radio
Clear and precise One to one service for channels, Gaming
cabin announcement unaccompanied child facility)
Correct safety One to one service for ‘Welcome Kits’
demonstration pregnant women In flight internet
Courteous cabin crew Check-in staff is connectivity (seat to
proactive and friendly seat messaging, wi-fi
Effective baggage service etc)
handling, quick Efficient check-in staff
baggage claim Service Satellite Phone service
Sufficient flight info (easy use of credit card
swipe to make calls in
flight)

6. Future Itinerary
ASSUMED EXPECTED DELIGHTING
Convenient on-line Provision of delicate AC Power supply for
reservation giveaways every individual
Calls to service centre Premium facilities Individual attention-
responded offered in the Lounges personal flight
immediately Premium in flight attendant service
Courtesy of entertainment facilities Personal full time chef
reservation staff (Live TV, Radio facility on board
Seat comfort channels, Gaming Entertainment with
facility) the best amenities (eg.
Clear sign and
guidance for ‘Welcome Kits’ BOSE noise
passengers In flight internet cancellation
connectivity (seat to headphones etc.)
seat messaging, wi-fi More customised IFE
service etc) options
Satellite Phone service On board credit card
(easy use of credit card enabled services. (Air
swipe to make calls in boutique, duty free
flight) shopping, text
messaging etc.)

7. CONCLUSION
 Determining customer needs accurately and responding to them in a
consistent manner.
 Kano (1996): ‚It is not enough to measure the order of importance of
various service elements, but also their different effects on customer
satisfaction.‛
 By identifying these features and putting them in the appropriate
categories, the airlines can manage service quality through measurement
and allocate the optimal budget to better serve their customers.
 With careful planning of resource allocation, the danger for an airline to
exhaust itself in competition with too expensive solution can be avoided.

8. Thanks for flying with us!
