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In an effort to address the inherent deficiencies of traditional Kano method, this paper proposes an analytical Kano (A-Kano) model with focus on customer need analysis.
As products have to be attractive for customers, the main role in new product development is on the customer-needs analysis.
Any product development process must start with a thorough analysis of the customer needs that the product is aimed at satisfying.
Innovation occurs when knowledge about unmet customer needs intersects with knowledge about technological solutions.
This approach changes a customer-centered needs analysis way into a way of needs generation triggered by resources variation in super system, decreases obstacles of innovation caused by the condition that customers don't know what they want in the future.
This leads to achievement of customers' needs thereby attaining customer satisfaction at a lesser cost.
Customer satisfaction also reflects the performance of a transit system regarding meeting customers' needs [4].
Customer involvement is an important practice to inform internal innovation processes through external customers' needs [4].
After the comprehensive discussions and then by performing factor analysis, six basic customer needs are identified and conjoint analysis has been carried out to obtain their priority ratings, which are shown in Table 1 (Durga Prasad et al. 2010).
Innovation, the last of the four required capabilities, occurs through ongoing experimentation and active analysis of customer needs, technologies, and services in order to spot opportunities to extend the relationship with the customer.
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