Introducing the adaptive "Dual Response" Kano method – conceptualization and empirical application

While the theory of attractive quality and the related Kano method received popularity in the past, recent research increasingly criticizes its shortcomings. Two unresolved shortcomings are (i) what to do with the (many) attributes classified as “indifferent” and (ii) controlling for the link between (high levels of) satisfaction and behavior. To overcome these problems, the adaptive “Dual Response” Kano method is proposed, which allows to clarify implications for “indifferent” attributes and scrutinizes respondents’ behavioral intentions for high satisfaction levels. Additionally, it enables prioritizing which (attractive) attributes should be realized first (prioritization) to achieve a certain behavior. The Dual Response Kano method is illustrated in the context of revisiting concept stores after the pandemic with a representative sample of n = 607 German consumers. The results emphasize the necessity of controlling for behavioral intentions even for attractive attributes. Moreover, some attributes hitherto classified as “indifferent” could actually increase visiting behavior ("latent potentials").