Bringing Kano’s perspective to AHP: the 2D-AHP decision model

AHP and the Kano model are such prevalent TQM tools that it may be surprising that a true hybrid decision-making model has so far eluded researchers. The quest for a hybrid approach is complicated by the differing output perspective of each model, namely discrete ranking (AHP) versus a multi-dimensional picture (Kano). This paper presents a hybrid model of AHP and Kano model, so called two-dimension AHP (2D-AHP). This paper first compares the two approaches and justifies a hybrid model based on a simple conceit drawn from the Kano perspective: given a decision hierarchy, child and parent elements can exhibit multi-dimension relationships under different circumstances. Based on this premise, the authors construct a hybrid two-dimension AHP model whereby a functionaldysfunctional question-pair technique is incorporated into a traditional AHP framework. Using the proposed hybrid model, this paper provides a practical test case of its implementation. The 2D-AHP approach revealed important evaluation variances obscured through AHP, while a survey study confirmed that the 2D-AHP approach is both feasible and preferred in some respects by respondents. Although there have been rich research efforts to combine AHP and Kano model, most of them is simply about a series of individual usage of each methodology. On the other hand, the type of hybridization between AHP and Kano model in this paper is quite unique in terms of the two dimensional perspective. The model provides a general approach with application possibilities far beyond the scope of the test case and its problem structure, and so calls for application and validation in new cases.