Purpose: The purpose of this study is to present a case study of attractive quality creation on microwave ovens and try to identify the characteristics of attractive quality attributes.
Design/methodology/approach: We involved 30 customers of a company designing and producing microwave ovens. In a number of experiments these customers generated over 100 new ideas on functions; attributes and services related to microwave ovens. The 21 best ideas were identified by company specialists and these ideas were then evaluated by a large customer group using the theory of attractive quality in order to identify what ideas that are really examples of attractive quality attributes.
Findings: Our study shows how the theory of attractive quality can be used in the development of new products and services. We also provide empirical evidence on the characteristics of attractive quality attributes.
Keywords: Attractive quality creation; customer idea generation; Kano