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.