Identifying Customer Satisfaction Characteristics with the Kano Model for the Agile Development of Video Games
Abstract
Purpose: This study aims to use the Kano Model to identify critical attributes that can be used as features in video games developed using Agile software development.
Methodology/Approach:
Attributes were identified from the literature review and then selected for a survey given to university participants. Survey results were then analysed using the Kano Model table and a scatter plot. The survey identified respondents' preferences in video games. The survey responses were reanalysed using stratification by video game type.
Findings: No one-dimensional attribute was found that would be critical to video game customers. Only a limited number of attractive attributes were identified from the aggregated data.
Research Limitation/Implication: The analysis by type of video games had low sample sizes. Additionally, people from outside the target group responded to the survey.
Originality/Value of paper: This paper identifies attributes to prioritise when developing a product and demonstrates the need to consider market segmentation when using the Kano Model.
References
Albuquerque, A., Becerra, C., Melo, F.J.C.d., and Medeiros, D.D.d, 2024. Application of an Approach Integrating the Kano Model and the Fuzzy Systems Theory: A Strategic Analysis of Consumer Satisfaction Scores, The TQM Journal. ahead-of-print. https://doi.org/10.1108/TQM-01-2024-0027.
Al-Saqqa, S., Sawalha, S., and AbdelNab, H., 2020. Agile Software Development: Methodologies and Trends, International Journal of Interactive Mobile Technologies. 14(11), pp. 246-270. https://doi.org/0.3991/ijim.v14i11.13269.
Baeza-González, S., 2021. Video Games Development in the Periphery: Cultural Dependency?, Geografiska Annaler: Series B, Human Geography, 103(1), pp. 39-54. https://doi.org/10.1080/04353684.2021.1894077.
Berger, C., Blauth, D. Boger, C. Bolster, G. Burchill, DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M., and Walden, D., 1993. Kano’s Methods for Understanding Customer-Defined Quality, Center for Quality Management Journal. 2(4), pp. 3-36.
Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M., and Walden, D., 1993. Kano’s Methods for Understanding Customer-defined Quality. Center for Quality Management Journal, 4, 3-36.
Bi, J. W., Liu, Y., Fan, Z.-P., and Cambria, E., 2019. Modelling Customer Satisfaction from Online Reviews Using Ensemble Neural Network and Effect-Based Kano Model, International Journal of Production Research. 57(22), pp. 7068-7088. https://doi.org/10.1080/00207543.2019.1574989.
Brown, M., 2008. Evaluating Computer Game Usability: Developing Heuristics Based on User Experience, In: Proceedings of IHCI Conference. pp. 16-21.
Cabeza-Ramírez, L.J, Sánchez-Cañizares, S.M., Fuentes-García, F.J., and Santos-Roldán, L.M., 2022. Exploring the Connection Between Playing Video Games and Watching Video Game Streaming: Relationships with Potential Problematic Uses, Computers in Human Behavior. (128), pp. 1-14. https://doi.org/10.1016/j.chb.2021.107130.
Chen, L.-H., and Kuo, Y.-F., 2011. Understanding E-Learning Service Quality of a Commercial Bank by Using Kano's Model, Total Quality Management. 22(1), pp. 99-116. https://doi.org/10.1080/14783363.2010.532345.
Chen, H.T., and Chen, B.T., 2015. Integrating Kano Model and SIPA Grid to Identify Key Service Attributes of Fast Food Restaurants, Journal of Quality Assurance in Hospitality and Tourism. 16(2), pp. 141-163. https://doi.org/10.1080/1528008X.2015.1013407.
Chen, M.-S., and Ko, Y.-T., 2016. Using the Kano Model to Analyze the Formation of Regional Attractive Factors of Art Street in Taichung, Taiwan, Journal of Asian Architecture and Building Engineering. 15(2), pp. 271-278. https://doi.org/10.3130/jaabe.15.271.
Chiang, C.-F., Chen, W.-Y., and Hsu, C.-Y., 2019. Classifying Technological Innovation Attributes for Hotels: An Application of the Kano Model, Journal of Travel and Tourism Marketing. 36(7), pp. 796-807. https://doi.org/10.1080/10548408.2019.1575786.
Courtier, T. D., and DeLooper, J., 2017. Hosting a Super Smash Bros. Tournament at the Hudson County Community College Library, Library Hi Tech News. 34(1), pp. 11-16. https://doi.org/10.1108/LHTN-10-2016-0048.
Ek, F.İ., and Çıkış, Ş., 2015. Integrating the Kano Model into Architectural Design: Quality Measurement in Mass-Housing Units, Total Quality Management and Business Excellence. 26(3-4), pp. 400-414. https://doi.org/10.1080/14783363.2013.835898.
Fofan, A.C., de Oliveira, L.A.B., de Melo, F.J.C., Jerônimo, T., and de Medeiros, D. D., 2019. An Integrated Methodology Using PROMETHEE and Kano’s Model to Rank Strategic Decisions, Engineering Management Journal. 31(4), pp. 270-283. https://doi.org/10.1080/10429247.2019.1655351.
González García, C., Núñez-Valdez, E.R., Moreno-Ger, P., Crespo, R.G., G-Bustelo, B.C.P., and Lovelle, J.M.C., 2019. Agile Development of Multiplatform Educational Video Games Using a Domain-Specific Language, Universal Access in the Information Society. (18), pp. 599–614. https://doi.org/10.1007/s10209-019-00681-y.
Handrich, F., Heidenreich, S., and Kraemer, T., 2022. Innovate or Game Over? Examining Effects of Product Innovativeness on Video Game Success, Electronic Markets. (32), pp. 987-1002. https://doi.org/10.1007/s12525-022-00521-7.
Hemenover, S.H., and Bowman, N.D., 2018. Video Games, Emotion, and Emotion Regulation: Expanding the Scope, Annals of the International Communication Association. 42(2), pp. 125-143. https://doi.org/10.1080/23808985.2018.1442239.
Hernandez, M.D., and Handan, V., 2014. Modelling Word of Mouth vs. Media Influence on Videogame Preorder Decisions: A Qualitative Approach, Journal of Retailing and Consumer Services. 21(3), pp. 401-406. https://doi.org/10.1016/j.jretconser.2013.11.003.
Hull, D.C., Williams, G.A., and Griffiths, M.D., 2013. Video Game Characteristics, Happiness and Flow as Predictors of Addiction Among Video Game Players: A Pilot Study, Journal of Behavioral Addictions. 2(3). pp. 145-152. https://doi.org/10.1556/jba.2.2013.005.
Hutchison, D., 2007. Video Games and the Pedagogy of Place, The Social Studies. 98(1), pp. 35-40. https://doi.org/10.3200/TSSS.98.1.35-40.
Impink, J., Kielty, P., Stice, H., and White, R., 2020. Violent Video Games and Crime, Journal of Media Economics. 33(3-4), pp. 49-73. https://doi.org/10.1080/08997764.2021.2008409.
Jin, J., Jia, D., and Chen, K., 2021. Mining Online Reviews with a Kansei-Integrated Kano Model for Innovative Product Design, International Journal of Production Research. 60(22), pp. 6708-6727. https://doi.org/10.1080/00207543.2021.1949641.
Johansson, E., Rådman, E., Raharjo, H., and Bosch-Sijtsema, P., 2024. Identifying and Prioritising Coworking Member Needs, Journal of Corporate Real Estate. ahead-of-print. https://doi.org/10.1108/JCRE-06-2022-0020.
Kano, N., Seraku, K., Takahashi, F., and Tsuji, S., 1984. Attractive Quality and Must-Be Quality, The Journal of the Japanese Society for Quality Control. 14(2), pp. 39–48.
King, D., Delfabbro, P., and Griffiths, M., 2010. Video Game Structural Characteristics: A New Psychological Taxonomy, International Journal of Mental Health and Addiction. (8), pp.90-106. https://doi.org/10.1007/s11469-009-9206-4.
King, D., Delfabbro, P., and Griffiths, M., 2011. The Role of Structural Characteristics in Problematic Video Game Play: An Empirical Study, International Journal of Mental Health and Addiction. (9), pp. 320-333. https://doi.org/10.1007/s11469-010-9289-y.
Koch, S., and Artmayr, P., 2020. Stability and Development of User Innovation Strategies for Video Game Producers, European Journal of Innovation Management. 23(5), pp. 753-764. https://doi.org/10.1108/EJIM-05-2019-0117.
Koutonen, J., and Leppänen, M., 2013. How are Agile Methods and Practices Deployed in Video Game Development? A Survey into Finnish Game Studios, pp. 136-151 in Baumeister, H. and B. Weber (eds), Agile Process in Software Engineering and Extreme Programming. XO 2013: Lecture Notes in Business Information Processing. (149). https://doi.org/10.1007/978-3-642-38314-4_10.
Liao, Y., Yang, C., and Li, W., 2015. Extension Innovation Design of Product Family Based on Kano Requirement Model, Procedia Computer Science. (55), pp. 268-277. https://doi.org/10.1016/j.procs.2015.07.045.
Lo, S.M., Shen, H.-P., and Chen, J.C., 2017. An Integrated Approach to Project Management Using the Kano Model and QFD: An Empirical Case Study, Total Quality Management and Business Excellence. 28(13-14), pp. 1584-1608. https://doi.org/10.1080/14783363.2016.1151780.
Madzík, P., 2018. Increasing Accuracy of the Kano Model – A Case Study, Total Quality Management and Business Excellence. 29(3-4), pp. 387-409. https://doi.org/10.1080/14783363.2016.1194197.
Madzík, P., and Kormanec, P., 2018. Developing the Integrated Approach of Kano Model and Failure Mode and Effect Analysis, Total Quality Management and Business Excellence. 31(15-16), pp. 1788-1810. https://doi.org/10.1080/14783363.2018.1509699.
Materla, T., Cudney, E.A., and Hopen, D., 2019a. Case Study: An Exploration Of Patient Satisfaction Attributes Using The Kano Model, Journal for Quality and Participation. 42(3), pp. 18-26.
Materla, T., Cudney, E.A., and Antony, J., 2019b. The Application of Kano Model in the Healthcare Industry: A Systematic Literature Review, Total Quality Management and Business Excellence. 30(5-6), pp. 660-681. https://doi.org/10.1080/14783363.2017.1328980.
Moniruzzaman, A.B.M., and Hossain, D.S.A., 2013. Comparative Study on Agile Software Development Methodologies, Global Journal of Computer Science and Technology.13(7). https://doi.org/10.48550/arXiv.1307.3356.
Nan, D., Lee, H., Kim, Y., and Kim, J.H., 2022. My Video Game Console is so Cool! A Coolness Theory-Based Model for Intention to use Video Game Consoles, Technological Forecasting and Social Change. (176), pp. 1-8. https://doi.org/10.1016/j.techfore.2021.121451.
Newbery-Jones, C.J, 2015. Answering the Call of Duty: The Phenomenology of Justice in Twenty-First-Century Video Games, Law and Humanities. 9(1), pp. 78-102. https://doi.org/10.1080/17521483.2015.1042218.
Phan, M.H., Keebler, J.R., and Chaparro, B.S., 2016. The Development and Validation of the Game User Experience Satisfaction Scale (GUESS), Human Factors. 58(8), pp. 1217-1247. https://doi.org/10.1177/0018720816669646.
Riemann, T.A. Kreß, L. Roth, S. Klipfel, J., Metternich, and Grell, P., 2020. Agile Implementation of Virtual Reality in Learning Factories, Procedia Manufacturing. (45), pp. 1-6. https://doi.org/10.1016/j.promfg.2020.04.029.
Robinson, C., 2009. At Your Request: How is Kano Survey Prepared and Analyzed?, Journal for Quality and Participation. Online only content retrieved 9 October 2022 from https://asq.org/quality-resources/articles/at-your-request-online-sampling-peopleonline-only-version?id=61a3ee2fe033489cb53847e0f11b336f.
Saher, N., Baharom, F., and Romli, R., 2018. “A Review of Requirement Prioritisation Techniques in Agile Software Development.” Knowledge Management International Conference (KMICe). pp. 242-247.
Sanchez, J.L.G., Vela, F.L.G., Simarro, F.M., and Padilla-Zea, N., 2012. Playability: Analysing User Experience in Video Games, Behaviour and Information Technology. 31(10), pp. 1033-1054. https://doi.org/10.1080/0144929X.2012.710648.
Sandqvist, U., 2015. The Games They are a Changin’: New Business Models and Transformation Within the Video Game Industry, Humanities and Social Sciences Latvia. 23(2): 4-20. Retrieved 4 October 2024 from www.lu.lv/fileadmin/user_upload/lu_portal/apgads/PDF/Hum_Soc_2015_2_.pdf.
Shahin, A., and Ebrahimi, S., 2021. Revising the Interrelationship Matrix of House of Quality by the Kano Model, The TQM Journal. 33(4)´, pp. 804-822. https://doi.org/10.1108/TQM-11-2019-0267.
Sharma, S., Sarkar, D., and Gupta., D., 2012. Agile Processes and Methodologies: A Conceptual Study, International Journal on Computer Science and Engineering. 4(5), pp. 892.
Streiner, D.L., 2003. Starting at the Beginning: An Introduction to Coefficient Alpha and Internal Consistency, Journal of Personality Assessment. 80(1), pp. 99-103. https://doi.org/10.1207/S15327752JPA8001_18.
Taber, J.S., 2018. The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education, Research in Science Education. (48), pp. 1273-1296. https://doi.org/10.1007/s11165-016-9602-2.
Tondello, G.F., and Nacke, L.E., 2019. Player Characteristics and Video Game Preference’s, CHI PLAY’19: Proceedings of the Annual Symposium on Computer-Human Interaction in Play. pp. 365-378. https://doi.org/10.1145/3311350.3347185.
Trepte, S., and Leonard, R., 2010. Avatar Creation and Video Game Enjoyment: Effects of Life-Satisfaction, Game Competitiveness, and Identification with the Avatar, Journal of Media Psychology: Theories, Methods, and Applications. 22(4), pp. 171-184. https://doi.org/10.1027/1864-1105/a000022.
Turisová, R., 2014. A Generalisation of Kano Model for Customer Requirements Analysis, Quality Innovation Prosperity, 19(1), pp. 59-73. https://doi.org/10.12776/qip.v19i1.407.
Vaez Shahrestani, H., Shahin, A., Teimouri, H., and Shaemi Barzoki, A., 2020. Revising the Kano Model for Designing an Employee Compensation System: Developing One-Dimensional Attributes, The TQM Journal. 32(1), pp. 78-91. https://doi.org/10.1108/TQM-05-2019-0153.
Winter, F.L., 2022. Levels, and Loot: Archives in Video Games, Journal of Aesthetics and Culture. 14(1), pp. 1-9. https://doi.org/10.1080/20004214.2022.2064598.
Authors
Copyright (c) 2024 Matthew Barsalou, Marie Barsalou, Sven-Gunnar Klaus
This work is licensed under a Creative Commons Attribution 4.0 International License.
This is an open access journal which means that all content is freely available without charge to the user or his/her institution. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles in this journal without asking prior permission from the publisher or the author. This is in accordance with the BOAI definition of open access. This journal is licensed under a Creative Commons Attribution 4.0 License - http://creativecommons.org/licenses/by/4.0.
Authors who publish with the Quality Innovation Prosperity agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
