Atributos de qualidade: aplicação do Modelo de Kano em uma indústria especializada na produção e comercialização de artefatos de borracha localizada na região Sul do Brasil

Abstract

Customer satisfaction is an increasingly relevant issue in the corporate environment, in which organizations are seeking to cater to the needs of their customers to the maximum, in order to be competitive with competitors. Among the methodologies published in the literature, the Kano model presents a unique conception about the aspects that influence the perception of the clients, demonstrating the impacts generated by the presence or absence of the so called quality attributes. The model consists of the application of a form, with functional and dysfunctional questions related to the main attributes of the products and / or service to be evaluated, and then, such requirements are categorized according to the matrix proposed by Kano, in which one can define them as: obligatory, one-dimensional, attractive, neutral, reverse and questionable. The present study aimed at the application of the Kano´s model to identify, and later, class the requirements capable to promote satisfaction or dissatisfaction in the main corporate clients of a rubber articles factory located in the South of Brazil. Based on the results obtained, the requirements met the agreed delivery times and products within the required specifications, which were characterized as mandatory, as well as the attributes related to the diversified product portfolio and the possibility of developing new products, classified as attractive, and are fundamental for raising the level of customer satisfaction.