Investigating the Attributes of Cultural Creative Product Satisfaction - the Case of the Palace Museum

The purpose of this study was to gain insights into the relationship between cultural creative product attributes and customer satisfaction. Using online survey data from 263 cultural creative product buyers in The Palace Museum, this study clarified the role of five different cultural creative product attributes (i.e., utility, fashionability, creativity, originality, and culture) on customer satisfaction based on the Kano model. The results indicated that the role of five product attributes on customer satisfaction varied across product types. Suggestions and countermeasures for the design and development of cultural creative products are also provided.