Applying the A-Kano Model to assess the impact of common area elements on customers’ perceptions of subdivision housing projects in metropolitan Bangkok

Abstract

In the field of residential real estate development, understanding customer perception contributes to project success. This quantitative research studied customer perception towards common area elements in housing projects by applying the Analytical Kano (A-Kano) Model. Information was collected from a questionnaire survey of 150 buyers of detached and semi-detached houses in housing projects situated in metropolitan Bangkok who purchased their properties within five years. The quota sampling method was used, and the data were analyzed by descriptive statistics and the A-Kano Model. The research results identify important characteristics of three groups of residential development common area elements: (1) must-have elements, (2) one-dimensional elements, and (3) attractive elements. Buyers agree that most public utility elements are essential (a “must-have”), while landscape features are one-dimensional or related to satisfaction. The research results can offer guidelines to help developers determine and choose the right elements to include in common areas to stimulate buying decision by customers.