Capturing Whatsapp Users’ Voices through Kano’s Model
WhatsApp is being used by more than 200 million peoplein India ("WhatsApp: MAU in India 2013-2017 | Statistic", 2019)and more than 450 million people in the world ("WhatsApp Status daily active users 2018 | Statistic", 2019)which arerecord-breaking usage statistics in a history. This paper aims to find out the underlyingKano’s Quality Dimensions and their elements for some of the features offered by WhatsApp.The Kano’s Model has been used by researchers, marketers and firms to have basic idea about which attributes can affect customers satisfaction and which do not. This model has been adopted as model of customer’s need, model of quality of services, model of customer’s satisfaction etc.(Rashid, 2010). This study is extension of a research hasbeen done in the year 2017(Mehta &Bhavsar, 2017). In that particular research, the adopted research designs were exploratory followed by conclusive research design. The authors had conducted a survey to know about perceived requirement of WhatsAppfeatures. That survey was conducted in the city of Ahmedabad, Gujarat state of India. Total respondents were 203 WhatsAppActive users.The subsequent analysis includes techniques like CSCs (Customer Satisfaction Coefficients), Some of the findings include, if features like video calling and Audio-calling are accessible to customers then they can be satisfied at moderate to high level. These findings might be useful to App developers in a process of designing an App with quality features as per the customer’s (User’s) desires. But as per our knowledge,in most of the research papers this way some generalisations were made for respondents based on their responses to Kano’s Questionnaire. The further extension of that research is to show how certain hidden groups wise peoples’responses to the same Kano’s questionnaire can be more appropriate than usual approach. In this process, Neural Network techniques (Self organised Map) is used to classify the customers into different groups and Kano’s elements were studied.
Keywords - Kano’s Model and Service Quality Elements, Quality Dimensions, WhatsApp in India, SOM Artificial Neural Network