Understanding Customer Requirements through Quantitative Analysis of Services Attributes Based on Kano’s Model: A Case study of Tabriz’s Municipalities

Customer satisfaction is one of the most important issues concerning organizations of all types, which is justified by the customer-orientation philosophy and the main principles of continuous improvement of modern enterprises. For satisfying the customers, the organizations and organs shall recognize the requests, needs and expectations of customers due to their fundamental and vital effects on the organizations so that they can reach on customersʹ satisfaction upon focusing and paying attention to it. This research is aimed at recognizing and identifying the effective Criteria on citizensʹ satisfaction of utilities in Tabriz city of Iran, was investigated service quality perception in the municipality regions and was measured the relevance of citizens requirements to identify their expectations about quality of services and was obtained relevant characteristics that can help to plan a Strategy of achieving high citizensʹ satisfaction. Also we analyzed the roles they play in satisfaction. In this regard, a questionnaire of Kano model including 20 pair questions of functional and dysfunctional with reliability coefficient Higher than 0.7was prepared and it was distributed among 400 citizens at different regions of Tabriz using the stratified sampling. Therefore the type of citizensʹ needs and requirements were recognized and classified into three main classes of must-be, one-dimensional and attractive having used the Kano Model. The obtained results confirmed the reliability of the above model and indicated that services’ Regular Collection of Garbage, Cleaning Streets, Lanes & Pathways, Addressing the streetsʹ asphalt statue and Cleaning & Addressing to Canals and streams status are in must-be classification, Supplying citizens Safety and Constructing Cultural, Art, Or Sport Facilities & Spaces are in One–dimensional classification, possibility of installment payment through automatic money dispensers are in attractiveness classification. Also, the requirements that have high/low influence in satisfaction/dissatisfaction of the customers Was determined. Service Quality of addressing the façade of city has maximum effect on satisfaction and Service Quality of addressing the streetsʹ asphalt statue has Minimal effect on dissatisfaction.