The HWWP, a refined IVA-Kano model for designing new delightful products or services

Abstract

For the last decade, companies have tried to survive in a continuous competitive global marketplace with informed and demanding customers for first-time-right delightful products and services. The present paper tries to answer the simple corporate question ‘How to design a new product for customer delight?' by exploring the relevant design requirements managers need to take into consideration for corporate strategic decision-making. After examining the ongoing debate regarding the theory of attractive quality, the Health Weapon Wealth Prospect (HWWP) model is proposed for new product or service design, which relates Maslow's hierarchy of needs with the Kano methodology, importance of customer wants and the customer satisfaction coefficient. The result represents a theoretical contribution to the further development of the Kano model and a starting point for future explanatory research.