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What is the customer satisfaction model? Description
The customer satisfaction model from N. Kano is a quality management and
marketing technique that can be used for measuring client happiness.
Kano's model of customer satisfaction distinguishes six categories of
quality attributes, from which the first three actually influence customer
satisfaction:
- Basic Factors. (Dissatisfiers. Must have.) - The minimum requirements
which will cause dissatisfaction if they are not fulfilled, but do not cause
customer satisfaction if they are fulfilled (or are exceeded). The customer
regards these as prerequisites and takes these for granted. Basic factors
establish a market entry 'threshold'.
- Excitement Factors. (Satisfiers. Attractive.) - The factors that
increase customer satisfaction if delivered but do not cause dissatisfaction
if they are not delivered. These factors surprise the customer and generate
'delight'. Using these factors, a company can really distinguish itself
from its competitors in a positive way.
- Performance Factors. The factors that cause satisfaction if the
performance is high, and they cause dissatisfaction if the performance is
low. Here, the attribute performance-overall satisfaction is linear and
symmetric. Typically these factors are directly connected to customers'
explicit needs and desires and a company should try to be competitive here.
The additional three attributes which Kano mentions are:
- Indifferent attributes. The customer does not care about this
feature.
- Questionable attributes. It is unclear whether this attribute
is expected by the customer.
- Reverse attributes. The reverse of this product feature was expected
by the customer.
Origin of the customer satisfaction model. History
The approach towards analyzing customer satisfaction was first published
in an article by KANO, N. SERAKU, N., TAKAHASHI, F. & TSUJI, S. (1984) Attractive
quality and must-be quality, Hinshitsu (Quality, the Journal of Japanese Society
for Quality Control), 14, pp. 39-48.
Usage of the customer satisfaction model. Applications
Besides the obvious quality management and marketing usage, Kurt Matzler,
Matthias Fuchs and Astrid Schubert wonder in their article "Employee Satisfaction:
Does Kano's Model Apply?" (Total Quality Management & Business Excellence,
November-December 2004) whether Kano's model on customer satisfaction factors
is also relevant to describe employee satisfaction. Since employees can be
perceived as internal customers. They reach the conclusion that Kano's theory
is indeed useable for internal customers analysis as well.
Steps in the customer satisfaction model. Process
Kano developed a questionnaire to identify the basic, performance and excitement
factors as well as the other three additional factors.
- For each product feature a pair of questions is formulated to which
the customer can answer in one of five different ways.
- The first question concerns the reaction of the customer if the product
shows that feature (functional question);
- The second question concerns the reaction of the customer if the product
does NOT show this feature (dysfunctional question).
- By combining the answers all attributes can be classified into the six
factors.
Customer Satisfaction Model Special Interest Group
 Visit the Special Interest Group
Recent User Comments
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L.K.Gupta - India
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Adressing unarticulated Needs of Customers |
"Adressing unarticulated needs of clients in addition to basic needs is key. This can be done by unobstructed observations, not by questioners surveys." |
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Julio Garcia - Argentina
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Valid for HR Recruitment also |
"The same model could be applied by HR to recruit and mantain the best talents in you company." |
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Dawit Melak - Ethiopia
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Customer satisfaction and service quality |
"Where does the relationship b/n customer level of satisfaction and service quality lie? Is the model applicable to educational institution?" |
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Dharmesh - India
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Generic Customer Satisfaction |
"As far as I know, every customer is different. How can we design a model which has a more generic approach irrespective of demographic and geographic differences?" |
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Imtiaz - India
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Kano Model Software |
"What kind of software do you require to work on a CSM survey using Kano's model?" |
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Best User Comments
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Manwel - Lebanon
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Example FMCG and B2B business |
"Who can give an example of these 3 factors in the FMCG and B2B business. What are the basic factors, the excitement and the performance factors...? Thank you" |
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Maria Garcia S. - Perù
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Kano Oversight |
"Satisfaction is a multifunctional definition that has two main components: Functional and Emotional. The first one is related to performance, and emotional to a perception and correlated to a value proposition and branding." |
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Pranjal - India
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Risks associated with Excitement Factor |
"I strongly agree that the excitement factors delight the customer but with the passage of time these factors no longer hold the surprise factor. In fact this becomes a normal expectation by the customer and if a service provider fails to imitate this in its performance this can lead to dissatisfaction as well." |
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Rajkumar Baral - Nepal
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Emotions and Actions |
"According to Kano theory there are two components: EMOTIONS and ACTIONS. In the service industry (banking, hotels), if the exitement from experiencing the product does not meet previous standards, then that customer will be dissatified." |
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Sudip - Nepal
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Valid for Products and Services |
"Of course, Kano's theory can be applied to both PRODUCTS and SERVICES sectors." |
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Rudy - Belgium
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Assumptions of the Kano Model |
"Note that the model by Kano is aimed at finding the average appreciation of certain quality factors in a representative group at a moment in time when the questionnaires are collected.
There could be valuable customers with a different profile as well. This may require a seperate marketing effort.
You'd better make sure the interrogated group is representative...
The classification of and the happiness about certain attributes may change dramatically, even in a short time period." |
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