Applying the Kano Model to Explore Students' Service Quality Requirements in a Philippine State-Owned University

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Introduction:The importance of providing quality services in higher education cannot be overstated, as it significantly influences the level of satisfaction experienced by students. Education services are now under increased scrutiny as they strive to meet and exceed customer expectations, ushering in a new era of heightened competition. In this landscape, the Kano Model emerges as a valuable tool, offering insights into student preferences and aiding in the strategic alignment of initiatives to surpass student expectations. While the Kano Model has achieved success in technical realms, it's potential to revolutionize the field of education remains largely untapped. Objectives: This study investigates the utilization of the Kano Model to assess student satisfaction regarding service quality features in a state university. It aims to analyse student responses to various service features in the campus and explore their priority requirements and expectations, and highlight unaddressed features crucial for meeting student needs. Methods:The study used a quantitative survey research design and the Kano Model to analyse student preferences and understand the variables influencing their satisfaction with quality service features on a university campus experience. A kano survey questionnaire containing 25 variables was developed based on literature, and data were collected from 101 university students using convenient sampling. Results: 20 out of 25 service attributes directly impact student satisfaction. Areas of concern include the lack of clear assessment component weight policies, while students appreciate easy access to campus psychological counselling, the University's ranking, and supportive alumni associations. Essential requirements for students are adequate class lecture hours, campus CCTV monitoring, with indifference towards diverse student organizations Conclusions: The study emphasizes the significant impact of certain service features on student satisfaction and dissatisfaction within the University setting. By utilizing the Kano Model to assess these attributes, it provides valuable insights into student preferences, aiding informed decision-making to improve the quality of university services.