Customer Satisfaction model
(Kano)

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概要

Kanoの顧客満足モデル

顧客満足モデルは何であるか。 記述

n. Kanoからの顧客満足モデルは顧客の幸福の測定に使用することができる質の経営およびマーケティングの技術である。


Kanoの顧客満足のモデルは最初の3実際に影響の顧客満足質の属性の6つの部門を区別する:

  1. 基本的な要因。 (Dissatisfiers。 。持たなければならない) -達成されれば達成されなければ不満を引き起こす最低の条件により、顧客満足を引き起こさないが(または超過される)。 顧客は前提条件とこれらをみなし、許可されるのためのこれらを取る。 基本的な要因は市場の記入項目「境界」を確立する。
  2. 興奮は考慮する。 (Satisfiers。 魅力的。) -提供されなければ渡されたら引き起こさない不満を顧客満足を高めるが、要因により。 これらの要因は顧客を驚かし、「歓喜」を発生させる。 これらの要因を使用して、会社は肯定的な方法で競争相手と実際にそれ自身を区別できる。
  3. 作業率。 パフォーマンスが低ければパフォーマンスが高ければ満足を引き起こす要因により、および不満を引き起こす。 ここに、属性のパフォーマンス全面的な満足は線形および対称的である。 普通これらの要因は顧客の明確な必要性に直接接続され、欲求および会社は競争であることをここに試みるべきである。

Kanoが述べる付加的な3つの属性は次のとおりである:

  1. 無関心な属性。 顧客はこの特徴を気遣わない。
  2. 不審な属性。 それはこの属性が顧客によって予想されるかどうか明白でない。
  3. 逆の属性。 この製品の機能の逆は顧客によって予想された。
     

顧客満足モデルの起源。 歴史

顧客満足の分析の方のアプローチはKANO、n. SERAKU、n.、TAKAHASHI、f.及びTSUJIのS.の(1984年の)魅力的な質によって記事で最初に出版され、質、Hinshitsu (質、Quality, the Journal of Japanese Society for Quality Control)、14、PPなである。 39-48。


顧客満足モデルの使用法。 適用

明らかな質経営およびマーケティングの使用法のほかに、Kurt Matzler、Matthias FuchsおよびAstrid Schubertは彼らの記事ので「従業員の満足疑問に思う: するKanoのモデルを適用するか」。 顧客満足の要因のKanoのモデルが従業員の満足を記述してまた関連しているかどうか(Total Quality Management & Business Excellence、11月12月2004年)。 従業員が内部顧客として感知することができるので。 彼らはKanoの理論が実際内部顧客の分析のためにまた使用可能であるという結論に達する。


顧客満足のステップは模倣する。 プロセス

Kanoは他の3つの付加的な要因と同様、基本的な、パフォーマンスおよび興奮の要因を識別するためにアンケートを開発した。

  1. 顧客が5つの方法の1つで答えることができる組の質問各製品の機能のために作り出される。
  2. 最初の質問はプロダクトがその特徴(機能質問)を示せば顧客の反作用にかかわる;
  3. 第2質問はプロダクトがこの特徴(正常に機能しない質問)を示さなければ顧客の反作用にかかわる。
  4. 答えの結合によってすべての属性は6つの要因に分類することができる。

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ベストプラクティス

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エキスパートのヒント

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Customer Satisfactionについての高度な洞察(英語)。ここには専門家による専門的なアドバイスがあります。


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Customer Satisfaction modelをと比較した:  SERVQUAL  |  Relationship Marketing  |  Customer Relationship Management  |  操作上CRM  |  Two Factor Theory  |  Total Quality Management  |  Quality Function Deployment  |  Hierachy of Needs


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