Purpose - The purpose of this paper is to explore the possible usefulness of a combined multi-attribute and Kano model in analysing how service quality is perceived by mass affluent bank customers. More precisely, to identify quality dimensions, attributes, and items in terms of taken-for-granteds, proportionals, delighters, and neutrals. Design/methodology/approach - Using a survey, the authors measured how mass affluent customers in one region in a major Swedish bank perceived service quality. Responses were analysed with reference to both multi-attribute service quality and Kano models. Findings - The combined model seems to provide some guidance regarding how service quality is perceived by bank customers in the mass affluent segment. The significant number of neutral items reveals potentially wasted resources. The finding of only one delighter item reveals that mass affluent customers are difficult to please. However, substantial heterogeneity exists in customer perceptions of the service quality items investigated. Research limitations/implications - This exploratory study examines only one bank in one region in one country, implying a need for additional research applying this combined model and other methods to investigate private banking in the mass affluent segment. Practical implications - The significant number of neutrals implies that banks might be more efficient if they avoided spending resources on such items. The conspicuous spread in conceptions of service quality items suggests that bank managers and personal bankers may benefit from co-creating services with mass affluent customers. Social implications - Banks are intermediates on financial markets. Improved and customized service quality could make mass affluent customers inclined to invest their resources in ways that promote economic growth. Originality/value - In addition to traditional measurement models, the Kano model may contribute to service quality assessment in private banking.