Kano模型已被廣泛的接受與運用在各個領域，但仍有某些爭論於許多研究中被提出，其中，品質屬性與顧客滿意度間之關係是主要項目之一。近年來有些研究注意到品質屬性與整體顧客滿意度是非線性且不對稱之關係，然而較少之研究進一步去探討在不同的品質屬性下其與顧客滿意度間的關係。因此，本研究從展望理論之角度，來探討不同的品質屬性其與顧客滿意度間的關係，並且進一步地提出滿足各品質屬性與顧客滿意度間的性質特性之函數式，然後與SERVQUAL量表做整合，以顧客滿意度之增量來取代傳統上以缺口之大小為基而選定改善順序之方法。最後以一案例探討，來驗證此修正Kano模型之適用性及有效性。
The Kano model is widely accepted and applied in many domains, but some arguments exited in few researches, one of them, the relationship between quality attributed and customer satisfaction. Recent researchers had paid attention to asymmetric impact of negative and positive discrepancy on overall customer satisfaction, however, very less research has been done into the effect of quality attributes with different characteristics on customer satisfaction. This research attempted to revise Kano model, to depict the relationship between individual quality attribute and customer satisfaction from prospect theory viewpoint, then, proposed the equation which conform to the nature of characteristic between individual quality attribute and customer satisfaction, further integrate with SERVQUAL, to change the choice of improvement priority from the conventional gap value based to the increasing degree of customer satisfaction. Finally, a sample was illustrated to demonstrate its' available and effective.
