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고객만족모델이란 무엇인가? 기술
N. Kano의 고객만족모델은 고객의 행복을 측정하는데 활용될 수 있는 품질관리, 마케팅 기법이다.
Kano의 고객만족모델은 6가지 범주의 품질속성을 구별하고 있으며, 그 중 처음 3가지가 실질적으로 고객의 만족에 영향을 미친다 :
- 기본적 요인 (Basic Factors, Dissatisfiers. . 필수적) - 충족되지 않을 경우 불만을 일으키는 최소한의 요구사항으로, 충족되거나 초과될 경우 고객을 만족시키지는 않는다. 고객은 이 요인을 필수적이고 당연한 것으로 여긴다. 기본적인 요인은 시장진입의 문턱(threshold)이 된다.
- 흥분 요인 (Excitement Factors, Satisfiers. 매력적) - 고객에게 전달될 경우 만족이 높아지지만, 그렇지 않더라도 불만을 야기하지는 않는다. 이 요인은 고객에게 놀라움을 주고 기쁨을 창출한다. 이 요인을 활용하여, 기업은 긍정적으로 경쟁자들과 차별화할 수 있다.
- 성능 요인 (Performance Factors). 성능이 높은 경우에 만족을 야기시키고, 낮은 경우에 불만족을 야기시키다. 성과對 전반적인 만족도는 선형적이고 대칭적이다. 일반적으로 이러한 요인들은 고객의 명백한 필요와 욕구와 직접적으로 연결되어 있으므로, 기업은 이 부문에서 경쟁력을 확보하도록 해야한다.
Kano 모델의 3가지 추가 속성 :
- 무관심한 속성 (Indifferent attributes). 고객들이 신경쓰지 않는 특징들.
- 의심스런 속성 (Questionable attributes). 고객이 기대하고 있는 속성인지 여부가 불분명.
- 반대 속성 (Reverse attributes). 제품의 특징이 고객이 기대하는 것과 반대.
고객만족모델의 기원. 역사
고객만족을 분석하기 위한 접근은 KANO N. SERAKU, N., TAKAHASHI, F. & TSUJI, S 등의 논문 Attractive quality and must-be quality, Hinshitsu (1984년)에서 처음 발표되었다. (Quality, 일본품질관리학회의 저널), 14, PP. 39-48.
고객만족모델의 활용. 응용
품질관리와 마케팅에 활용하는 것외에, Kurt Matzler, Matthias Fuchs and Astrid Schubert 는 "Employee Satisfaction: Does Kano's Model Apply?" 이란 논문에서 고객만족요인에 관한 Kano의 모델이 직원 만족을 기술하는데에도 관련이 있는지 연구하였다(Total Quality Management & Business Excellence, 2004 년 11월-12월). 직원들은 내부고객으로 인식되고 있으므로. 그들은 Kano의 이론이 실재로 내부고객분석에도 사용될 수 있다는 결론에 도달했다.
고객만족모델의 단계. 프로세스
Kano는 기본적, 성능, 흥분 요인뿐만아니라 다른 3가지 추가요인을 확인할 수 있는 설문지를 개발하였다.
- 각각의 제품특징에 대해, 고객이 5가지 다른 방식중에 한가지로 대답할 수 있도록 한쌍의 질문을 구성하였다.
- 첫번째 질문은 제품이 그 특징을 보여주고 있는지에 관한 고객의 반응과 관련된 것이다(기능적 질문).
- 두번째 질문은 제품이 그 특징을 보여주고 있지 않는지에 관한 고객의 반응과 관련된 것이다(역기능적 질문, dysfunctional question).
- 응답을 조합하면 모든 속성을 6가지 요인으로 분류할 수 있다.
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 What Customers Truly Value? 30 Elements (Bain)
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How to Trigger Customer Satisfaction - Variables
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Customer Service Dynamics in the New Economy
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What are your Customers' Needs? Really?
Customer Behavior Approaches
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Assessing Employee Satisfaction with Kano
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Kano's Original Paper
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Other Attributes of Features of a Product or Service
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Dynamic Changes in Customer Expectations
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Kano Model and New Products
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Customer Satisfaction as Research Driver
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Research Software Development Industry?
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고객만족모델 시그(SIG)
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고객만족모델 교육 및 이벤트
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Advantages of Kanos Model
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Importance-Satisfaction Model
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A Closer Look Into Customer Value
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Usage (application) : Why Employee Satisfaction Matters for Customer Satisfaction
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뉴스
고객만족모델 Kano
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뉴스
고객만족모델
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영화
고객만족모델 Kano
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영화
고객만족모델
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프리젠 테이션
고객만족모델 Kano
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프리젠 테이션
고객만족모델
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더
고객만족모델 Kano
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더
고객만족모델
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고객만족모델 관련개념 : SERVQUAL[서브퀄, 서비스품질측정] | Relationship Marketing [관계마케팅] | Customer Relationship Management [고객관계관리] | 조작상 CRM | Two Factor Theory [2 요인 이론] | Total Quality Management [전사적 품질관리] | Quality Function Deployment [QFD, 품질기능전개] | Hierarchy of Needs [욕구계층이론]
다른 페이지로 이동: 인적 자원 | 지식과 무형자산 | 마케팅 | 공급망관리와 품질
관리 방법, 모형 및 이론 더 |
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Special Interest Group Leader
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