Classification of Customer's Needs and Analyzing Their Behavior Using Integrated Model of Kano and Association Rules

The purpose of this paper is to propose an integrated model of Kano and Association rules for classification of customer's needs and analyzing their behavior. Statistical population of this research includes customers of Saman Bank of Qom. After random sampling, 144 questionnaires have been used for data analysis. After data collection, the needs of customers have been classified using the Kano methodology and then the relationship between customers demographical characteristics and results of the Kano model have been discovered. The findings show that customer's demographical characteristics have obviously influenced their typical needs. The results of this paper can be effectively used in marketing strategies formulation for achieving customer satisfaction as well as in market segmentation.