The purpose of this study is to identify the student requirements regarding the quality of Master’s
degree program of Educational Psychology in state universities of Tehran and to analyze the roles they play
in student satisfaction. To achieve this goal, first the students’ perceptions of and expectations from the quality
of this program were analyzed and compared. Then, the indicators with significant negative gap were
introduced into the two-dimensional Model Kano as the voice of customer. So, quality requirements are
classified into four categories of attractive, one-dimensional, must-be and indifferent. Finally, better value and
worse value were measured and so the role any one of these requirements play in increasing the customer
satisfaction and decreasing their dissatisfaction was identified.
