Identification of Attributes in Battery Electric Vehicle using Kano Model in India

Sanjit Kumar Dash


As there is scarcity of energy resources, more and more companies in different countries have put lot of attention to clean energy so as to reduce pollution emissions. Now it’s crucial to develop battery electric vehicle (BEV) to meet the government and society’s demand. It’s not easy though as the Electric Vehicle (EV) industry needs to overcome major challenges related to battery technology and charging infrastructure, both of which have failed to match the rapid pace set by BEVs. There are many factors affecting the wide utilization of BEV. It is vital to study customer satisfaction of BEV and find the way to improve customer satisfaction and identify critical factors. As the relationship between product performance and customer satisfaction is non-linear, the Kano model is used to analyze customer needs for the BEV so that the adoption of BEV in India can be encouraged. There are three approaches to Kano model used to categorize the BEV attributes in broadly four categories such as Must-be (M), One-dimensional (O), Attractive (A) and Indifferent (I) quality. As per the strategic rule M > O > A > I, the priorities of efforts towards promotion and adoption of BEV is identified, i.e., government as well as the vehicle firms have to fulfill all the must-be requirements. They should demonstrate phenomenal improvement of one-dimensional qualities to make the battery electric vehicle competitive to the traditional motor vehicles. Finally, the customers will be amazed if the attractive requirements are fulfilled.

Keywords: Attributes, Battery Electric Vehicle, Customer Requirement, Customer Satisfaction, Kano Model.

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