Dynamics of service attributes: a test of Kano’s theory of attractive quality Lars Nilsson-Witell Service Research Center, Karlstad University, Karlstad, Sweden Anders Fundin Department of Quality Sciences, School of Technology Management and Economics, Chalmers University of Technology, Gothenburg, Sweden Abstract Purpose – The aim of the paper is to contribute to a better understanding of the theory of attractive quality through an empirical investigation of an e-service. Our focus is on the consistency of different levels of service attributes and their dynamics. Our empirical investigation aims to increase both the validity of the theory of attractive quality and the use of technology readiness as a means to understand the variation of customer perceptions of service attributes. Design/methodology/approach –A survey of customers’ technology readiness, usage and perceptions of an e-service was conducted. Four propositions concerning the consistency and dynamics of Kano’s theory of attractive quality are tested, mainly using general linear models. Findings – Our results show that by investigating customers at different stages of the service adoption curve, a better understanding of certain dynamics of service attributes can be achieved. When the e-service was introduced, it was perceived as indifferent; at present it is seen as an attractive service by the market. But the early adopters of e-services already regard it as a one-dimensional or a must-be service. Originality/value – The study provides a new framework and methodology for how to investigate the dynamics of service attributes, not only between individuals within different market segments, but also at different service attribute levels. From a managerial standpoint, our results suggest consequential insight about the life cycle of the services that an organization provides to its customers. Keywords Service quality assurance, Services Paper type Research paper Introduction Within research on both customer value and satisfaction, researchers suggest that customers’ perceptions of service attributes vary over time. Woodruff (1997) argues that customers may perceive value differently at the time of purchase than during or after use. Oliver (1997) suggests that customers consider somewhat different attributes and consequences when purchasing versus when using a product. In an empirical investigation of customer perceptions of a new vehicle, Mittal et al. (1999) describe how service attributes initially are more important to the customer than product attributes. However, over a consumption period, the product attributes of a new vehicle become more important. Levitt (1980) argues that what is “augmented” for one user may be “expected” by another and that one customer might value a service differently under different circumstances. The research described above raises an important issue: the changing role of service attributes over time. The Emerald Research Register for this journal is available at The current issue and full text archive of this journal is available at www.emeraldinsight.com/researchregister www.emeraldinsight.com/0956-4233.htm IJSIM 16,2 152 Received October 2004 Accepted January 2005 International Journal of Service Industry Management Vol. 16 No. 2, 2005 pp. 152-168 q Emerald Group Publishing Limited 0956-4233 DOI 10.1108/09564230510592289