Application of an approach integrating the Kano model and the fuzzy systems theory: a strategic analysis of consumer satisfaction scores

Purpose The aim of this research is to propose a quantitative approach to evaluating the quality of services provided, helping organizations to make strategic decisions by better understanding the characteristics that satisfy consumers. Design/methodology/approach The approach was based on the integration of the Kano model with SERVQUAL, adapted by the satisfaction equations of Albuquerque et al . (2022) and fuzzy systems theory. Through this, it was possible to infer which attributes influence customer satisfaction, identifying the ranges of satisfaction and, with the help of fuzzy, reducing the imprecision of customer perceptions. Findings A total of 42% of the attributes were classified as unidimensional, with attribute 11 (Reliability) and attribute 9 (Courtesy) having the highest satisfaction values. Attractive attributes accounted for 38% of the sample, with attribute 29 (Variety of products) and attribute 7 (Location) having the greatest impact on satisfaction. On the other hand, attribute 30 (Order Delay) and attribute 31 (Waiting for payment) caused more dissatisfaction among consumers (ranges −0.6, −0.71, respectively). In addition, Variety of products was the most satisfactory, while Order Delay generated the most dissatisfaction among users. Originality/value The originality of this research lies in its contribution to organizations in relation to the services offered by investigating a gap in the studies that use the Kano model, integrated with SERVQUAL, which do not include reverse attributes in their equations and analyses. With the help of fuzzy sets, the subjectivity of the individual can be translated into data for greater clarity of information.