High quality of product and service is always demanded by customers. Conversely, poor
quality of product and service will result with customer dissatisfaction. However, this linear
relationship is no longer accurate due to the complexity nature of customer needs. Non-linear
relationship should be considered for more accurate evaluation of customer needs. This paper
presents a concept of Kano model and Quality Function Deployment (QFD) integration to evaluate
the non-linearity of customer needs towards the quality of products or services. By a case study, the
developed Kano-QFD model is validated with the theory of Kano model and found to have well
agreement. Further application for product development is recommended for future research.