Customer Satisfaction Model

Knowledge Center

12manage is looking for contributors...


Measuring client happiness. Explanation of Customer Satisfaction Model of Kano. ('84)


  1. Summary
  2. Forum
  3. Best Practices
  4. Expert Tips
  5. Resources
  6. Print

Kano customer satisfaction model

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:

  1. 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'.
  2. 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.
  3. 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:

  1. Indifferent attributes. The customer does not care about this feature.
  2. Questionable attributes. It is unclear whether this attribute is expected by the customer.
  3. 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.

  1. For each product feature a pair of questions is formulated to which the customer can answer in one of five different ways.
  2. The first question concerns the reaction of the customer if the product shows that feature (functional question);
  3. The second question concerns the reaction of the customer if the product does NOT show this feature (dysfunctional question).
  4. By combining the answers all attributes can be classified into the six factors.

Customer Satisfaction Model Forum
  What Customers Truly Value? 30 Elements (Bain)
Marketers have generally spent much time and effor...
  How to Trigger Customer Satisfaction - Variables
Customer satisfaction is a critical marketing cons...
  Customer Service Dynamics in the New Economy
In the present economy, organizations must conform...
  What are your Customers' Needs? Really?
Customer Behavior Approaches
There are...
  Measuring Client Happiness
How can we measure client happiness?...
  Assessing Employee Satisfaction with Kano
The article mentions that the Kano model can also ...
  Kano's Original Paper
I've been searching for the original article
  Alternate Methods to Measure Customer Satisfaction
Are there any other approaches to measuring custom...
  Other Attributes of Features of a Product or Service
Kano model basically provides very good direction ...
  Dynamic Changes in Customer Expectations
Customers' expectations change rapidly and ...
  Using Kano Model for Strategic Planning
The Kano model can be used to find a new direction...
  Kano Model and New Products
Can you use the Kano model when testing new concep...
  Customer Satisfaction as Research Driver
Customer satisfaction survey results should help i...
  Customer Satisfaction and Competitive Advantage
What is the role of customer satisfaction in gaini...
  Research Software Development Industry?
What possible research ideas can be found regardin...
  Valid for HR Recruitment also
The same model could be applied by HR to recruit a...
  How to Design a Generic Model Serving Unique Customers?
As far as I know, every customer is different. How...
  Software for Measuring Customer Satisfaction
What kind of software do you require to work on a ...

Customer Satisfaction Model Special Interest Group

Special Interest Group

Customer Satisfaction Model Education & Events

Find Trainings, Seminars and Events

Best Practices - Customer Satisfaction Model Premium
  What is Customer Satisfaction? Definitions
Customer satisfaction (CS) is the state at which t...
  Overall Satisfaction in Customer Satisfaction Questionnaire?
Should we have a question capturing "overall satis...

Expert Tips - Customer Satisfaction Model Premium

Advantages of Kano’s ModelSign up

The advantages of classifying customer requirement...
Usage (application): Classifying quality attributes

Importance-Satisfaction ModelSign up

Kano’s model has a deficiency in that the degree o...
Usage (application): Classifying quality attributes

A Closer Look Into Customer ValueSign up

It is often argued that customer value is required...
Usage (application): Customer Value Analysis, Strategic Marketing, Innovation Strategy

Classifications of Human Needs (Employees, Consumers)Sign up

One of possible ways to classify human (employee, ...
Usage (application): Motivation, Marketing, Human Needs

Approaches to Understand your Customer's NeedsSign up

In order to transform your customer’s experience a...
Usage (application): Customer Targeting, Customer Needs Identification, Customer Behavior

Why are Brands Often So Similar? Understanding Brand Similarity/ParitySign up

Despite of the efforts of companies to differentia...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation

Relation Between Employee & Customer SatisfactionSign up

Some investigations have shown an explicit realtio...
Usage (application): Why Employee Satisfaction Matters for Customer Satisfaction

Extreme Customer Trust as a Source of Competitive AdvantageSign up

Many companies are already highlighting the import...
Usage (application): Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy

Resources - Customer Satisfaction Model Premium

Service Quality ModelsSign up

This presentation elaborates on service quality, e...
Usage (application): SERVQUAL, Service Quality Management, CRM, CEM, Customer Loyalty, Customer Satisfaction

Overview of the Kano ModelSign up

Comprehensive overview of the Kano Model by E.L. F...
Usage (application): Customer Satisfaction, Voice of the Customer

Mystery ShoppingSign up

Paper by Martijn Hesselink and Ton van der Wiele d...
Usage (application): Measuring Customer Satisf.

Five Steps to Increased Customer SatisfactionSign up

This presentation introduces a five-step customer ...
Usage (application): Customer Satisfaction Improvement, Client Satisfaction Improvement

Introduction to Customer/Consumer SatisfactionSign up

1. What is satisfaction?
2. Satisfaction focu...
Usage (application): Consumer Satisfaction, Customer Satisfaction

Kano ModelSign up

Paper by Richard E. Zultner and Glenn Mazur. Most ...
Usage (application): Recent Developments in QFD

The Costs of DISsatisfied CustomersSign up

This presentation is about the costs and consequen...
Usage (application): Customer Satisfaction

Customer Satisfaction in Financial ServicesSign up

Paper by Mayuram S. Krishnan a.o. studies the driv...
Usage (application): Financial Services

Summary and Introduction to the Kano ModelSign up

The Kano model (Noriaki Kano, 1984) is used to cat...
Usage (application): Initial Understanding of the Kano Model

Surprise... SurpriseSign up

Research by Joelle Vanhamme investigates the speci...
Usage (application): The Influence of Surprising Consumers on their Satisfaction

Customer Value ManagementSign up

Preesentation about Customer Value Management (CVM...
Usage (application): Organizational Management, Value Creation

How to Deliver Exceptional Customer Service and Client SatisfactionSign up

This presentation elaborates briefly on customer s...
Usage (application): Customer Experience Management, Customer Satisfaction, Customer Service, CRM

The Expectations Consumers have of ServicesSign up

This presentation elaborates on customer expectati...
Usage (application): Customer Experience Management, Customer Satisfaction, Customer Quality, Quality Management, SERVQUAL

Fundamental Customer CentricitySign up

Professor Ranjay Gulati gives his vision on what C...
Usage (application): Understanding what Customer Centricity Really is About

Consumer Behavior in the Service SectorSign up

Presentation about consumer behavior in services. ...
Usage (application): Decision Making, Behavioral Economics

The Importance of NoncustomersSign up

Even the biggest enterprises (other than a governm...
Usage (application): Market Research, Customer Strategy, Innovation Strategy, Customer Survey Pitfalls

How to Understand Individual Customer NeedsSign up

Nicki Weiss reveals how sales people should uncove...
Usage (application): Account Management, Sales, Uncovering Individual Customer Needs

Customer Satisfaction Model DiagramSign up

Download and edit this 12manage PowerPoint graphic...
Usage (application): Measuring Client Happiness

News about Satisfaction KanoSign up


News about Customer KanoSign up


Videos about Satisfaction KanoSign up


Videos about Customer KanoSign up


Presentations about Satisfaction KanoSign up


Presentations about Customer KanoSign up


Books about Satisfaction KanoSign up


Books about Customer KanoSign up


More about Satisfaction KanoSign up


More about Customer KanoSign up


Compare with Customer Satisfaction Model:  SERVQUAL  |  Relationship Marketing  |  Customer Relationship Management  |  Operational CRM  |  Two Factor Theory  |  Total Quality Management  |  Quality Function Deployment  |  Hierarchy of Needs

Return to Management Hub: Human Resources  |  Knowledge & Intangibles  |  Marketing  | Supply Chain & Quality

More Management Methods, Models and Theory

Special Interest Group Leader

You here

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2018 12manage - The Executive Fast Track. V14.1 - Last updated: 18-7-2018. All names ™ of their owners.