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Milorad J Kilibarda


This paper presents a new approach to the innovation in logistics services based on a classification ofservice attributesdepending on how they affect customer satisfaction. A quantitative Kano model has been developed, which, unlike traditional models, describes the nonlinear relationships betweenservice attributes and customer satisfaction. The model is based on the attribute importance index and the satisfaction level. By applying the Kano model, all attributes of logistic services are classified into one of four quadrants. Depending on to which quadrant an attribute belongs, a decision on the introduction and development of innovations is being made. The aim is to introduce innovation and new logistics solutions in order to improve the attributes that are the most important to the customer, that is, which affect the customer satisfaction to the greatest extent. The model has been applied to specific research of logistics service attributes on the Serbian market, where the case study resultsindicate the importance and a high level of practical applicability of the quantitative Kano model.

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