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.

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Informationsquellen Verschiedene Informationsquellen zu Kundenzufriedenheit. Hier finden Sie Powerpoints, Videos, Nachrichten usw., die Sie in Ihren eigenen Vorträgen und Workshops verwenden können. Service Quality Models SERVQUAL, Service Quality Management, CRM, CEM, Customer Loyalty, Customer Satisfaction This presentation elaborates on service quality, especially focusing on perceptions and expectations of consumers and th... Overview of the Kano Model Customer Satisfaction, Voice of the Customer Comprehensive overview of the Kano Model by E.L. Farmer. The following sections are included in this presentation. - Au... Mystery Shopping Measuring Customer Satisf. Paper by Martijn Hesselink and Ton van der Wiele discusses the phenomenon Mystery Shopping in the field of customer sati... Five Steps to Increased Customer Satisfaction Customer Satisfaction Improvement, Client Satisfaction Improvement This presentation introduces a five-step customer satisfaction process that can be helpful to realize organizaiton’s aim... Introduction to Customer/Consumer Satisfaction Consumer Satisfaction, Customer Satisfaction 1. What is satisfaction? 2. Satisfaction focuses on fulfillment in varieties 3. What is dissatisfaction? 4. Manageria... Kano Model Recent Developments in QFD Paper by Richard E. Zultner and Glenn Mazur. Most QFD practitioners really don't integrate the Kano model into their QFD... The Costs of DISsatisfied Customers Customer Satisfaction This presentation is about the costs and consequences of customers that are NOT happy with your products or services. T... Customer Satisfaction in Financial Services Financial Services Paper by Mayuram S. Krishnan a.o. studies the drivers of customer satisfaction for financial services. They find that sa... Summary and Introduction to the Kano Model Initial Understanding of the Kano Model The Kano model (Noriaki Kano, 1984) is used to categorize and prioritize customer needs as well as to guide new product ... Surprise... Surprise The Influence of Surprising Consumers on their Satisfaction Research by Joelle Vanhamme investigates the specific influence of the emotion of surprise on customer transaction-speci... Customer Value Management Organizational Management, Value Creation Preesentation about Customer Value Management (CVM) by J. Blanc. It includes the following sections: 1. Definition of C... How to Deliver Exceptional Customer Service and Client Satisfaction Customer Experience Management, Customer Satisfaction, Customer Service, CRM This presentation elaborates briefly on customer service delivery for customer experience management. The presentation i... The Expectations Consumers have of Services Customer Experience Management, Customer Satisfaction, Customer Quality, Quality Management, SERVQUAL This presentation elaborates on customer expectations on services. The presentation includes the following sections: 1.... Fundamental Customer Centricity Understanding what Customer Centricity Really is About Professor Ranjay Gulati gives his vision on what Customer Centricity is about: aligning your firm in a fundamental way a... Consumer Behavior in the Service Sector Decision Making, Behavioral Economics Presentation about consumer behavior in services. The presentation includes the following files: 1. Consumer Problems ... Customer Satisfaction Model Diagram Measuring Client Happiness Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ... How to Understand Individual Customer Needs Account Management, Sales, Uncovering Individual Customer Needs Nicki Weiss reveals how sales people should uncover customer needs: stop talking and start listening to your customers. ...

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