Customer Satisfaction Model [고객만족모델]
(Kano)

지식 센터

   

고객의 행복 측정. Kano의 고객만족모델의 설명 ('84)

목차

  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

Kano 소비자 만족도 모형

고객만족모델이란 무엇인가? 기술

N. Kano의 고객만족모델은 고객의 행복을 측정하는데 활용될 수 있는 품질관리, 마케팅 기법이다.


Kano의 고객만족모델은 6가지 범주의 품질속성을 구별하고 있으며, 그 중 처음 3가지가 실질적으로 고객의 만족에 영향을 미친다 :

  1. 기본적 요인 (Basic Factors, Dissatisfiers. . 필수적) - 충족되지 않을 경우 불만을 일으키는 최소한의 요구사항으로, 충족되거나 초과될 경우 고객을 만족시키지는 않는다. 고객은 이 요인을 필수적이고 당연한 것으로 여긴다. 기본적인 요인은 시장진입의 문턱(threshold)이 된다.
  2. 흥분 요인 (Excitement Factors, Satisfiers. 매력적) - 고객에게 전달될 경우 만족이 높아지지만, 그렇지 않더라도 불만을 야기하지는 않는다. 이 요인은 고객에게 놀라움을 주고 기쁨을 창출한다. 이 요인을 활용하여, 기업은 긍정적으로 경쟁자들과 차별화할 수 있다.
  3. 성능 요인 (Performance Factors). 성능이 높은 경우에 만족을 야기시키고, 낮은 경우에 불만족을 야기시키다. 성과對 전반적인 만족도는 선형적이고 대칭적이다. 일반적으로 이러한 요인들은 고객의 명백한 필요와 욕구와 직접적으로 연결되어 있으므로, 기업은 이 부문에서 경쟁력을 확보하도록 해야한다.

Kano 모델의 3가지 추가 속성 :

  1. 무관심한 속성 (Indifferent attributes). 고객들이 신경쓰지 않는 특징들.
  2. 의심스런 속성 (Questionable attributes). 고객이 기대하고 있는 속성인지 여부가 불분명.
  3. 반대 속성 (Reverse attributes). 제품의 특징이 고객이 기대하는 것과 반대.
     

고객만족모델의 기원. 역사

고객만족을 분석하기 위한 접근은 KANO N. SERAKU, N., TAKAHASHI, F. & TSUJI, S 등의 논문 Attractive quality and must-be quality, Hinshitsu (1984년)에서 처음 발표되었다. (Quality, 일본품질관리학회의 저널), 14, PP. 39-48.


고객만족모델의 활용. 응용

품질관리와 마케팅에 활용하는 것외에, Kurt Matzler, Matthias Fuchs and Astrid Schubert "Employee Satisfaction: Does Kano's Model Apply?" 이란 논문에서 고객만족요인에 관한 Kano의 모델이 직원 만족을 기술하는데에도 관련이 있는지 연구하였다(Total Quality Management & Business Excellence, 2004 년 11월-12월). 직원들은 내부고객으로 인식되고 있으므로. 그들은 Kano의 이론이 실재로 내부고객분석에도 사용될 수 있다는 결론에 도달했다.


고객만족모델의 단계. 프로세스

Kano는 기본적, 성능, 흥분 요인뿐만아니라 다른 3가지 추가요인을 확인할 수 있는 설문지를 개발하였다.

  1. 각각의 제품특징에 대해, 고객이 5가지 다른 방식중에 한가지로 대답할 수 있도록 한쌍의 질문을 구성하였다.
  2. 첫번째 질문은 제품이 그 특징을 보여주고 있는지에 관한 고객의 반응과 관련된 것이다(기능적 질문).
  3. 두번째 질문은 제품이 그 특징을 보여주고 있지 않는지에 관한 고객의 반응과 관련된 것이다(역기능적 질문, dysfunctional question).
  4. 응답을 조합하면 모든 속성을 6가지 요인으로 분류할 수 있다.

고객만족모델 포럼
  How to Trigger Customer Satisfaction - Variables
Customer satisfaction is a critical marketing construct and involves customer relationship and conflict resolution. According to Fill (2011), the relationship with customers and assisting them in resolving any ambiguity experienced by them in ...
     
 
  Customer Service Dynamics in the New Economy
In the present economy, organizations must conform to the increased standards of customer service. The consumers voice is loud and clear; they are exercising their rights, scrutinizing service, and methodically patronizing businesses that offer a di...
     
 
  What are your Customers' Needs? Really?
Customer Behavior Approaches
There are many approaches towards analyzing customer needs, customer satisfaction, customer behavior and customer experiences. They range from market data analysis and conjoint analysis to
     
 
  Measuring Client Happiness
How can we measure client happiness?...
     
 
  Assessing Employee Satisfaction with Kano
The article mentions that the Kano model can also be used to assess the satisfaction of employees (internal customers). How could a school administration assess the individual needs of their employees?...
     
 
  Kano's Original Paper
I've been searching for the original article, published in 1984. However, the last update of the journal web page is from 2002, and I didn't get any response to the mail I sent them one year ago.
I'm interested in the Kano's Q Statisti...
     
 
  Alternate Methods to Measure Customer Satisfaction
Are there any other approaches to measuring customer satisfaction or client happiness?...
     
 
  Other Attributes of Features of a Product or Service
Kano model basically provides very good direction on features which must be there, must not be there or could be there.
There is another kind of attributes of features that also can be used while selecting and deciding on product features.
...
     
 
  Dynamic Changes in Customer Expectations
Customers' expectations change rapidly and vary with demographic sets. How can any delivery mechanism of products and services meet the altered level of expectation at the time and point of delivery? Since the customer believes firmly that the...
     
 
  Using Kano Model for Strategic Planning
The Kano model can be used to find a new direction, so it can also be used as a method for defining a new strategy....
     
 
  Kano Model and New Products
Can you use the Kano model when testing new concepts among opinion leaders in a market research exercise? I.e. is it just suited for testing customer satisfaction for existing products/ services?...
     
 
  Customer Satisfaction as Research Driver
Customer satisfaction survey results should help in improving satisfaction and also in generating more revenue, for additional cost on research and development is minimized. By allotting priorities as per this on research directions, organizations ca...
     
 
  Customer Satisfaction and Competitive Advantage
What is the role of customer satisfaction in gaining a competitive advantage?...
     
 
  Research Software Development Industry?
What possible research ideas can be found regarding the applications of customer satisfaction model in the software development industry to maintain customer retention....
     
 
  Valid for HR Recruitment also
The same model could be applied by HR to recruit and mantain the best talents in you company....
     
 
  How to Design a Generic Model Serving Unique Customers?
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?...
     
 
  Software for Measuring Customer Satisfaction
What kind of software do you require to work on a CSM survey using Kano's model?...
     
 
  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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모범 사례 - 고객만족모델 프리미엄
  What is Customer Satisfaction? Definitions
Customer satisfaction (CS) is the state at which the requirements are fulfilled in a way that meets the expectation of them and the after sales services are taken care of....
     
 
  Overall Satisfaction in Customer Satisfaction Questionnaire?
Should we have a question capturing "overall satisfaction" in a survey form, apart from individual product/service attribute rating? If required, what is the additional value?...
     
 

Expert Tips (ENG) - Customer Satisfaction Model 프리미엄
 

Advantages of Kanos Model

The advantages of classifying customer requirements by means of the Customer Satisfaction Model of Kano are as follows:
- Product requirements ar...
Usage (application) : Classifying quality attributes
 
 
 

Importance-Satisfaction Model

Kanos model has a deficiency in that the degree of importance of quality attributes is neglected. As the degree of importance is a critical dimension...
Usage (application) : Classifying quality attributes
 
 
 

A Closer Look Into Customer Value

It is often argued that customer value is required for staying competitive and successful as organization. But in what ways can customer value be a cr...
Usage (application) : Customer Value Analysis, Strategic Marketing, Innovation Strategy
 
 
 

Classifications of Human Needs (Employees, Consumers)

One of possible ways to classify human (employee, consumer) needs is to break them down into:
- Biogenic Needs (essential, inherent certain eleme...
Usage (application) : Motivation, Marketing, Human Needs
 
 
 

Approaches to Understand your Customer's Needs

In order to transform your customers experience and to better understand your customers needs, it is helpful to construct a hypothetical c...
Usage (application) : Customer Targeting, Customer Needs Identification, Customer Behavior
 
 
 

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high level of brand similarity/brand ...
Usage (application) : Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
 
 
 

Relation Between Employee & Customer Satisfaction

Some investigations have shown an explicit realtion between employee and customer satisfaction:
- As an example, a study at Sears Roebuck & Co. s...
Usage (application) : Why Employee Satisfaction Matters for Customer Satisfaction
 
 
 

Extreme Customer Trust as a Source of Competitive Advantage

Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and providing reasonable services. A...
Usage (application) : Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy
 
 

자료 - 고객만족모델 프리미엄
 

뉴스

고객만족모델 Kano
     
 

뉴스

고객만족모델
     
 

영화

고객만족모델 Kano
     
 

영화

고객만족모델
     
 

프리젠 테이션

고객만족모델 Kano
     
 

프리젠 테이션

고객만족모델
     
 

고객만족모델 Kano
     
 

고객만족모델
     

고객만족모델 관련개념 :  SERVQUAL[서브퀄, 서비스품질측정]  |  Relationship Marketing [관계마케팅]  |  Customer Relationship Management [고객관계관리]  |  조작상 CRM  |  Two Factor Theory [2 요인 이론]  |  Total Quality Management [전사적 품질관리]  |  Quality Function Deployment [QFD, 품질기능전개]  |  Hierarchy of Needs [욕구계층이론]


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