Introducing the adaptive "Dual Response" Kano method – conceptualization and empirical application

DOI zum Zitieren der Version auf EPub Bayreuth: https://doi.org/10.15495/EPub_UBT_00008885
URN to cite this document: urn:nbn:de:bvb:703-epub-8885-6

Title data

Brand, Benedikt Martin ; Rese, Alexandra:
Introducing the adaptive "Dual Response" Kano method – conceptualization and empirical application.
In: Journal of Retailing and Consumer Services. Vol. 89, Part A (2026) . - 104596.
ISSN 0969-6989
DOI der Verlagsversion: https://doi.org/10.1016/j.jretconser.2025.104596

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Abstract

While the theory of attractive quality and the related Kano method received popularity in the past, recent research increasingly criticizes its shortcomings. Two unresolved shortcomings are (i) what to do with the (many) attributes classified as “indifferent” and (ii) controlling for the link between (high levels of) satisfaction and behavior. To overcome these problems, the adaptive “Dual Response” Kano method is proposed, which allows to clarify implications for “indifferent” attributes and scrutinizes respondents’ behavioral intentions for high satisfaction levels. Additionally, it enables prioritizing which (attractive) attributes should be realized first (prioritization) to achieve a certain behavior. The Dual Response Kano method is illustrated in the context of revisiting concept stores after the pandemic with a representative sample of n = 607 German consumers. The results emphasize the necessity of controlling for behavioral intentions even for attractive attributes. Moreover, some attributes hitherto classified as “indifferent” could actually increase visiting behavior ("latent potentials").

Further data

Item Type:	Article in a journal
Keywords:	Kano; Dual Response Kano; Retailing; Concept stores; Omni-channel; Digitalization
DDC Subjects:	300 Social sciences > 330 Economics
Institutions of the University:	Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation > Chair Business Administration XIV - Marketing and Innovation - Univ.-Prof. Dr. Daniel Baier Faculties Faculties > Faculty of Law, Business and Economics Faculties > Faculty of Law, Business and Economics > Department of Business Administration Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Chair Business Administration XIV - Marketing and Innovation
Language:	English
Originates at UBT:	Yes
URN:	urn:nbn:de:bvb:703-epub-8885-6
Date Deposited:	12 Feb 2026 13:24
Last Modified:	12 Feb 2026 13:24
URI:	https://epub.uni-bayreuth.de/id/eprint/8885

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