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This research assessed the usefulness of integrating Kano’s model, SERVQUAL, and quality function deployment. The proposed approach aims to help organisations evaluate customer satisfaction, and to assist in innovative product/service development through the identification of attributes that are attractive to the customer. A case study is presented to evaluate the image of Singapore from the perspective of tourists from Indonesia. The attributes of Singapore as a tourist destination were analysed. Key strengths and weaknesses were determined. Change strategies and implications that surfaced from the integrated model were discussed.

With increasing market competition, it is not sufficient for organizations to rely solely on continuous improvement in order to maintain and develop their competitive edge. There is a need to begin a strategic move towards innovation. This paper proposes an integrated approach involving SERVQUAL, Kano’s model, and quality function deployment. The approach aims to help organizations to evaluate customer satisfaction, to guide improvement efforts in strengthening their weak attributes, and to expedite the development of innovative services through the identification of attractive attributes and embedding them into future services. A case study is presented to evaluate the image of Singapore from the Indonesian tourists’ perspective. Several strong and weak attributes of Singapore tourism were identified and analyzed. Strategies to improve the weak attributes were identified.