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 (...) 9   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 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

Expertentipps Registrieren Sie sich Erweiterte Einblicke zu Customer Satisfaction (Englisch). Hier finden Sie professionelle Ratschläge von Experten. Advantages of Kano’s Model Classifying quality attributes The advantages of classifying customer requirements by means of the Customer Satisfaction Model of Kano are as follows: (...) Importance-Satisfaction Model Classifying quality attributes Kano’s model has a deficiency in that the degree of importance of quality attributes is neglected. As the degree of impo (...) A Closer Look Into Customer Value Customer Value Analysis, Strategic Marketing, Innovation Strategy It is often argued that customer value is required for staying competitive and successful as organization. But in what w (...) Classifications of Human Needs (Employees, Consumers) Motivation, Marketing, Human Needs One of possible ways to classify human (employee, consumer) needs is to break them down into: - Biogenic Needs (essenti (...) Approaches to Understand your Customer's Needs Customer Targeting, Customer Needs Identification, Customer Behavior In order to transform your customer’s experience and to better understand your customer’s needs, it is helpful to constr (...) Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le (...) Relation Between Employee & Customer Satisfaction Why Employee Satisfaction Matters for Customer Satisfaction Some investigations have shown an explicit realtion between employee and customer satisfaction: - As an example, a stud (...) Extreme Customer Trust as a Source of Competitive Advantage Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and pr (...)

Informationsquellen Registrieren Sie sich 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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