Analyzing Customers quality Requirements Using Kano-K-means (Case study: A hotel in Mashhad)

Increasing competitiveness among service organizations for attracting and maintaining customers and rapid changes in customers needs, identifying and categorizing needs and predicting them is vital for organizations. One of the methods, which really assist managers to identify customers quality requirements, is Kano model used in different and various organizations. In traditional models usually descriptive statistics used that have some limitations. Therefore, Kano model can be improved by combining data mining tools. In this paper k-means algorithm added to this model to better categorize requirements and discover the relationships between/among quality. The proposed model was implemented in a four star hotel in Mashhad, which showed how better the results can be interpreted comparing by solely using Kano model