Kundenzufriedenheits-Modell
(Kano)

Wissenszentrum

Was ist das Kundenzufriedenheitsmodell? Beschreibung

Das Kundenzufriedenheitsmodell von N. Kano ist eine Qualitätsmanagements- und Marketingtechnik, die für das Messen von Kundenzufriedenheit verwendet werden kann.

Kano's Modell der Kundenzufriedenheit unterscheidet sechs Kategorien von Qualitätsattributen, von denen die ersten drei tatsächlich die Kundenzufriedenheit beeinflussen:

1. Grundlegende Faktoren. (Dissatisfiers. Muss.) - Die minimalen Anforderungen, die Unzufriedenheit verursachen, wenn sie nicht erfüllt werden, aber keine Kundenzufriedenheit verursachen, wenn sie erfüllt werden (oder übertroffen werden). Der Kunde sieht diese als Vorbedingungen und nimmt sie als gegeben an. Grundlegende Faktoren gründen eine "Markteintritts-„Schwelle.
2. Aufregungsfaktoren. (Satisfiers. Attraktiv.) - die Faktoren, die Kundenzufriedenheit erhöhen, wenn sie geliefert werden, aber keine Unzufriedenheit verursachen, wenn sie nicht geliefert werden. Diese Faktoren überraschen den Kunden und erzeugen „Freude“. Mit diesen Faktoren kann sich eine Firma wirklich von seinen Konkurrenten in einer positiven Weise unterscheiden.
3. Leistungsfaktoren. Die Faktoren, die Zufriedenheit verursachen, wenn die Leistung hoch ist und die Unzufriedenheit verursachen, wenn die Leistung niedrig ist. Hier ist das Attribut der leistungsübergreifenden Zufriedenheit linear und symmetrisch. Gewöhnlich werden diese Faktoren direkt an explizite Bedürfnisse und Wünsche der Kunden angeschlossen und eine Firma sollte hier versuchen, wettbewerbsfähig zu sein.

Die zusätzlichen drei Attribute, die Kano erwähnt, sind:

4. Gleichgültige Attribute. Der Kunde interessiert sich nicht für diese Eigenschaft.
5. Fragliche Attribute. Es ist unklar, ob dieses Attribut vom Kunden erwartet wird.
6. Entgegengesetzte Attribute. Das Gegenteil dieser Produkteigenschaft wurde vom Kunden erwartet.
    

Ursprung des Kundenzufriedenheitsmodells. Geschichte

Der Ansatz in Richtung des Analysierens von Kundenzufriedenheit wurde zuerst in einem Artikel von KANO, N. SERAKU, N., TAKAHASHI, F. u. TSUJI, S. (1984) Attractive quality and must-be quality, Hinshitsu (Quality, the Journal of Japanese Society for Quality Control), 14, pp. veröffentlicht. 39-48.

Gebrauch des Kundenzufriedenheitsmodells. Anwendungen

Außer dem offensichtlichen Qualitätsmanagement- und Marketinggebrauch wundern sich Kurt Matzler, Matthias Fuchs und Astrid Schubert in ihrem Artikel „Employee Satisfaction: Does Kano's Model Apply?“ (Total Quality Management & Business Excellence, November-Dezember 2004), ob Kano's Modell auf Kundenzufriedenheitsfaktoren auch zum Beschreiben von Angestelltenzufriedenheit relevant ist. Da Angestellte als interne Kunden wahrgenommen werden können. Sie kommen zum Fazit, dass Kano's Theorie in der Tat auch für interne Kundenanalysen verwendbar ist.

Schritte im Kundenzufriedenheitsmodell. Prozess

Kano entwickelte einen Fragebogen, um die grundlegenden, Leistungs- und Aufregungsfaktoren, sowie die anderen drei zusätzlichen Faktoren zu identifizieren.

1. Für jede Produkteigenschaft wird ein Paar an Fragen formuliert, auf die der Kunde mit einer von fünf unterschiedlichen Möglichkeiten antworten kann.
2. Die erste Frage betrifft die Reaktion des Kunden, wenn das Produkt diese Eigenschaft zeigt (funktionelle Frage);
3. Die zweite Frage betrifft die Reaktion des Kunden, wenn das Produkt NICHT diese Eigenschaft zeigt (dysfunktionelle Frage).
4. Indem man die Antworten kombiniert, können alle Attribute in die sechs Faktoren eingestuft werden.

Forum Neues Thema Forum über Kundenzufriedenheit. What Customers Truly Value? 30 Elements (Bain) Marketers have generally spent much time and effort on the pricing side of the value equation (marketing mix), because i (...) 33   8 Kommentare What is (Customer) Utility? Meaning WHAT IS UTILITY? Suppose you have eaten a pizza and a burger. Which one satisfied you the most? Probably we ca (...) 10   10 Kommentare Software for Measuring Customer Satisfaction What kind of software do you require to work on a CSM survey using Kano's model? (...) 7   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 (...) 7   C-U-S-T-O-M-E-R Service Dynamics in the New Economy In the present economy, organizations must conform to the increased standards of customer service. The consumer’s voice (...) 6   Customer Satisfaction Depends on Problem-Solving Efforts, not on Empathy It is instinctive that when something goes wrong, we apologise. This is also the first thing we do in customer service. (...) 6   2 Kommentare 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. (...) 5   2 Kommentare 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 h (...) 5   How to Trigger Customer Satisfaction - Variables Customer satisfaction is a critical marketing construct and involves customer relationship and conflict resolution. Acco (...) 5   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.< (...) 4   Customer Emotions and Actions According to Kano theory there are two components: EMOTIONS and ACTIONS. In the service industry (banking, hotels), if t (...) 4   1 Kommentare Research Software Development Industry? What possible research ideas can be found regarding the applications of customer satisfaction model in the software deve (...) 3   Customer Satisfaction as Research Driver Customer satisfaction survey results should help in improving satisfaction and also in generating more revenue, for addi (...) 3   1 Kommentare Starten Sie ein neues Forenthema über Kundenzufriedenheit. Mehr Informationen. Teilen Sie Ihre Meinung, Ihr Wissen und Ihre Erfahrung mit oder stellen Sie eine Frage (melden Sie sich zuerst kostenlos an)

Best Practices Registrieren Sie sich Die am besten bewerteten Themen über Kundenzufriedenheit. Hier finden Sie die wertvollsten Ideen und praktischen Vorschläge. 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 (...) 37   2 Kommentare Overall Satisfaction in Customer Satisfaction Questionnaire? Should we have a question capturing "overall satisfaction" in a survey form, apart from individual product/service attri (...) 16   7 Kommentare Alternate Methods to Measure Customer Satisfaction Are there any other approaches to measuring customer satisfaction or client happiness? (...) 14   3 Kommentare 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 t (...) 12   6 Kommentare Sensemaking: What are your Customers' Needs? Really? Customer Behavior Approaches There are many approaches towards analyzing customer needs, customer satisfaction, cus (...) 7   12 Kommentare 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 (...) 7   3 Kommentare Customer Satisfaction and Competitive Advantage What is the role of customer satisfaction in gaining a competitive advantage? (...) 5   5 Kommentare

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