Interaction of service attributes on customer satisfaction

This paper has as objective to verify how service attributes, classified by Kano Model as must-be, one-dimensional or attractive, interact on customers´ satisfaction. The research was carried out interviewing 119 customers of pizzeria restaurants. The Kano Model category of four attributes is confirmed in the first part. In the second part, a full factorial research explores the interaction among a must-be (Cleanness), a one-dimensional (Courtesy) and two attractive attributes (Extra Products and Pizza Border). The results of this research show that a superior level of “attractive” and “one-dimensional” attributes only have a full impact on customer satisfaction if “must-be” attributes are fulfilled. No interaction was found among “one-dimensional” and “attractive” attributes. The managerial implication is that companies should identify and keep “must-be” attributes in adequate level of performance. Only in this way the “attractive” and “one-dimensional” attributes, which could bring differential in the market, have a full impact on customer satisfaction.