Understanding Key Attributes in Mobile Service: Kano Model Approach

  • Seung Ik Baek
  • Seung Kuk Paik
  • Weon Sang Yoo
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5618)


This study investigated how customers perceive currently available 3G mobile services. More specifically, by using the Kano model, it tried to categorize them into five quality attributes: Attractive, One-Dimensional, Must-Be, Indifferent, and Reverse. The results showed that picture messaging, instant messaging, navigational aid, and mobile internet are considered as “one-dimensional quality attributes”. That is, the higher the level of fulfillment of these mobile services, the higher the customer’s satisfaction, and vice versa.


Multimedia Mobile Service 3G Technology Kano Model 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Seung Ik Baek
    • 1
  • Seung Kuk Paik
    • 2
  • Weon Sang Yoo
    • 1
  1. 1.School of BusinessHanyang UniversitySeoulKorea
  2. 2.Systems & Operations Management Dept.California State UniversityNorthridgeUSA

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