Identifying and categorizing customer needs of a sport club using Kano model (A case of study: sport club of Narjes Shiraz)

Constant changes in customer needs and the increase of competition in industry lead companies to have a distinct definition of their customer needs and categorize them to plan and undertake satisfactory activities. Sport industry cannot be an exception and because of its main role in mental and physical health of society, this identification and subsequently categorization of customer needs can differentiate the clubs and may attract more customers and consequently lead to more healthy individuals. Based on this issue and in order to identify and categorize customer needs, a set of data is gathered in sport club of Narjes Shiraz using researcher made questionnaire among 280 customers. To test the validity of questionnaire, face approach is applied. Reliability test consists of two approaches including alpha cronbach (78%) and split half approach (71%). Data analysis is performed through three approaches including freedman test, Mann Whitney and kruskal Wallis tests. In addition, two distinct approaches of Kano model including maximum frequency and best and worst attributes are implemented. Based on findings, customer needs fall into four categories and the highest effect on customer satisfaction belongs to club availability for customer. On the other hand, there are differences among customers with different demography towards needs importance