Kundenzufriedenheits-Modell
(Kano)

Wissenszentrum



Zusammenfassung, Forum, Best Practices, Expertentipps und Informationsquellen.


Zusammenfassung

Kano Kundenzufriedenheitsmodell

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:

  1. Gleichgültige Attribute. Der Kunde interessiert sich nicht für diese Eigenschaft.
  2. Fragliche Attribute. Es ist unklar, ob dieses Attribut vom Kunden erwartet wird.
  3. 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.

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Kundenzufriedenheit Fachgruppe.



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Forum über Kundenzufriedenheit.


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Customer Emotions and Actions
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Research Software Development Industry?
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Best Practices

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Die am besten bewerteten Themen über Kundenzufriedenheit. Hier finden Sie die wertvollsten Ideen und praktischen Vorschläge.


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Overall Satisfaction in Customer Satisfaction Questionnaire?
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Expertentipps

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Erweiterte Einblicke zu Customer Satisfaction (Englisch). Hier finden Sie professionelle Ratschläge von Experten.


Advantages of Kano’s Model

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Informationsquellen

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Verschiedene Informationsquellen zu Kundenzufriedenheit. Hier finden Sie Powerpoints, Videos, Nachrichten usw., die Sie in Ihren eigenen Vorträgen und Workshops verwenden können.


Service Quality Models

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Customer Satisfaction in Financial Services

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