Classification of quality attributes

Abstract

Purpose The purpose of this paper is to investigate whether the different approaches to the classification of quality attributes deliver consistent results. Design/methodology/approach The investigation includes four approaches and enables comparisons to be made from a methodological perspective and from an output perspective. The different approaches are described, analyzed, and discussed in the context of an empirical study that investigates how 430 respondents perceive the performance of an e‐service. The theory of attractive quality rests on a solid theoretical foundation and a methodological approach to classify quality attributes. Recently, various authors have suggested alternative approaches to the traditional five‐level Kano questionnaire – including a three‐level Kano questionnaire, direct classification, and a dual‐importance grid. Findings The classification of quality attributes are found to be dependent on the approach that is utilized. The development of new ways to classify quality attributes should follow rigid procedures to provide reliable and consistent results. Originality/value This is the first attempt to compare alternative approaches to classify quality attributes. For managers, our results provide guidance on what approach to choose based on the strengths and weaknesses with the different approaches.