ISSN 2039-2117 (online) ISSN 2039-9340 (print) Mediterranean Journal of Social Sciences MCSER Publishing, Rome-Italy Vol 6 No 3 S1 May 2015 34 Determination of Quality Requirements in Tourism Management and Finance Departments of Akhmet Yassawi University by Kano Model 1 Dinmukhamed Kelesbayev Kuatbek Kalykulov Rima Yermankulova Botagoz Dandayeva Akhmet Yassawi University, Turkestan, Kazakhstan Email: dinmukhamed.kelesbayev@iktu.kz Alima Aymurzayeva Gazi University, Ankara, Turkey Doi:10.5901/mjss.2015.v6n3s1p34 Abstract In this study the information was given regarding Kano’s Model and a case study was conducted for university students. Kano’s Model was applied for Akhmet Yassawi University students and it was questioned what they thought were important quality requirements in higher education, the degree of their importance and how they evaluated their own institutions with respect to the quality requirements. The purpose of this study is to determine the student requirements regarding the quality of the undergraduate programs of Tourism Management and Finance in Akhmet Yassawi University and to analyze the student satisfaction and dissatisfaction and their majority roles in determining and improving the quality of the programs. To achieve this object, firstly Kano’s Survey was applied to 116 students and the student requirements relating to the education were uncovered by focusing on group work. Secondly, these requirements were classified by Kano Evaluation Table. Thus, the quality requirements divided into four categories: must-be, one-dimensional, attractive and indifferent. Finally, the values of satisfaction and dissatisfaction were calculated and the roles of these requirements in increasing and decreasing student satisfaction and dissatisfaction were identified clearly. Keywords: quality in higher education; quality requirements; tourism management; finance; Kano model. Introduction 1. The quality concept as "quality is the customer wants" (Peters, 1999: 6) which has become an important factor of ongoing competition in many areas, which mostly takes into account the groups of customers or the buyers of the university services, and products. One of these groups is university students of present and future times (Pourhasomi et al. 2012: 236). In order to succeed in today is market it should be better to understand customer requirements and they must be satisfied (Jiao and Chen, 2006: 177-178). Now universities increasingly began to use customer-oriented methods to improve possible requirements together with already existing requirements of students ie, customer satisfaction service of clients (Kuo et al. 2011: 12017). Therefore, the factors affecting the formation of student satisfaction is very important and it is necessary to know thoroughly (Liu and Wu, 2009: 482). However, there are critical problems of universities needs, which their students do not know in details. The approach used in this context, is one of the Kano model. This model is able to meet the needs of business customers with the degree of relationship between customer satisfaction reveals (Matzler and Hinterhuber, 1998: 28). Accordingly, this business needs to determine the quality of their products; you can take advantage of improvements (Harvey, 1995: 163). Generally, studies in this field is not used too much of this model emphasizes the importance of the work done. In this study, information on whether Kano Model is a case study was conducted for university students. Kano Model has been described in detail to the students and all things about what they think on higher education quality requirements, the requirements in terms of their significance and how they evaluate their 1 This article was supported by the Research Project of Khoja Ahkmet Yassawi International Kazakh-Turkish University.