Modello di Soddisfazione del Cliente
(Kano)

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Modello di soddisfazione di cliente di Kano

Che cosa è il modello di soddisfazione del cliente? Descrizione

Il modello di soddisfazione del cliente di N. Kano è una tecnica di gestione e di marketing di qualità che può essere usata per misurare la felicità del cliente.


 Il modello di Kano della soddisfazione del cliente distingue sei categorie di attributi qualitàtivi, di cui i primi tre influenzano realmente la soddisfazione del cliente:

  1. Fattori di Base. (Che provocano insoddisfazione. Si devono avere.) - I fabbisogni minimi che causano il malcontento se non sono adempiuti, ma non causano la soddisfazione del cliente se sono compiuti (o superati). Il cliente considerare questi come prerequisiti e li da per scontati. I fattori di base stabiliscono una “soglia„ di entrata nel mercato.
  2. Fattori di Eccitamento. (Che provocano soddisfazione. Attrattivi.) - i fattori che aumentano la soddisfazione del cliente se forniti, ma non causano insoddisfazione se non sono forniti. Questi fattori sorprendono il cliente e generano “piacere„. Usando questi fattori, un'azienda può realmente distinguersi dai suoi competitors in modo positivo.
  3. Fattori di Performance. I fattori che causano la soddisfazione se la performance è alta e causano l'insoddisfazione se la performance è bassa. Qui, l'attributo performance-soddisfazione generale è lineare e simmetrico. Di solito questi fattori sono direttamente collegati ai bisogni e ai desideri espliciti dei clienti ed è qui che un'azienda dovrebbe cercare di essere competitiva.

I tre attributi supplementari che Kano accenna sono:

  1. Attributi Indifferenti. Il cliente non si preoccupa di questa caratteristica.
  2. Attributi Discutibili. È poco chiaro se questo attributo è previsto dal cliente.
  3. Attributi Inversi. L'inverso di questa caratteristica di prodotto è prevista dal cliente.
     

Origine del modello di soddisfazione del cliente. Storia

Il metodo per analizzare la soddisfazione del cliente fu pubblicato per la prima volta in un articolo di KANO, N. SERAKU, N., TAKAHASHI, F. & TSUJI, S. (1984) "Attractive quality and must-be quality", Hinshitsu (qualità, Quality, the Journal of Japanese Society for Quality Control), 14, pp. 39-48.


Uso del modello di soddisfazione del cliente. Applicazioni

Oltre all'uso evidente nella gestione e nel marketing di qualità, Kurt Matzler, Matthias Fuchs e Astrid Schubert si domandano nel loro articolo “Employee Satisfaction: Does Kano's Model Apply?„ (Total Quality Management & Business Excellence, novembre il dicembre 2004) se di Kano il modello sui fattori di soddisfazione di cliente è inoltre rilevante descrivere la soddisfazione degli impiegati. Poiché gli impiegati possono essere percepiti come clienti interni. Essi raggiungono la conclusione che la teoria di Kano è effettivamente utilizzabile pure per l'analisi dei clienti interni.


Fasi del modello di soddisfazione del cliente. Processo

Kano ha sviluppato un questionario per identificare i fattori di base, performance e di eccitamento così come gli altri tre fattori supplementari.

  1. Per ogni caratteristica di prodotto si formulano un paio di domande a cui il cliente può rispondere in cinque modi differenti.
  2. La prima domanda riguarda la reazione del cliente in presenza di una determinata caratteristica del prodotto (domanda funzionale);
  3. La seconda domanda riguarda la reazione del cliente in assenza di una determinata caratteristica del prodotto (domanda disfunzionale).
  4. Combinando le risposte tutti gli attributi possono essere classificati in sei fattori.

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