This study is intended to apply in universities Quality Planning Scheme approach integrating with Kano Model to propose a new integrated approach in order to optimize customer-focused service design in education, and to improve the quality of education. In this context, redesigning of the concept of service in universities and educational services provided there, considering student requests and needs and improvement of quality is discussed. Therefore, this study, to better understand conceptually and theoretically customer needs include the Kano Model and Quality Planning Scheme in order to develop the services to meet the customer needs in the most appropriate way. In addition, as a practical development of new integrated approach of educational institutions at the highest level which take place in university applications and as a customer of the university in the various customer groups only includes students as a basic customers. In this study, the methodology for the structure of the sample to determine the purposeful sampling of the types of "quota sampling" method, data collection techniques, as a qualitative research technique gemba and focus group studies, survey as a quantitative research technique was used.