Customer Satisfaction Model [고객만족모델]
(Kano)

지식 센터

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 :

1. 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.
2. 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.
3. 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 :

4. 무관심한 속성 (Indifferent attributes). 고객들이 신경쓰지 않는 특징들.
5. 의심스런 속성 (Questionable attributes). 고객이 기대하고 있는 속성인지 여부가 불분명.
6. 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.

1. 각각의 제품특징에 대해, 고객이 5가지 다른 방식중에 한가지로 대답할 수 있도록 한쌍의 질문을 구성하였다.
2. 첫번째 질문은 제품이 그 특징을 보여주고 있는지에 관한 고객의 반응과 관련된 것이다(기능적 질문).
3. 두번째 질문은 제품이 그 특징을 보여주고 있지 않는지에 관한 고객의 반응과 관련된 것이다(역기능적 질문, dysfunctional question).
4. 응답을 조합하면 모든 속성을 6가지 요인으로 분류할 수 있다.

포럼 토론 새로운 주제 고객 만족 포럼. 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 개의 댓글 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 (...) 10   10 개의 댓글 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 개의 댓글 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 개의 댓글 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 개의 댓글 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 개의 댓글     에 대한 고객 만족 지식을 공유하거나 질문하기

모범 사례 고객 만족에 대한 최고 평점 토론 주제. 여기에서 가장 가치있는 아이디어와 실용적인 제안을 찾을 수 있습니다. 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 개의 댓글 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 개의 댓글 Alternate Methods to Measure Customer Satisfaction Are there any other approaches to measuring customer satisfaction or client happiness? (...) 14   3 개의 댓글 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 개의 댓글 Sensemaking: What are your Customers' Needs? Really? Customer Behavior Approaches There are many approaches towards analyzing customer needs, customer satisfaction, cus (...) 7   12 개의 댓글 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 개의 댓글 Customer Satisfaction and Competitive Advantage What is the role of customer satisfaction in gaining a competitive advantage? (...) 5   5 개의 댓글

전문가 팁 Customer Satisfaction에 대한 고급 통찰력 (영어). 여기에서 전문가의 전문적인 조언을 찾을 수 있습니다. 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 (...) The Three Stage Model of Service Consumption (Service Encounter) Consumption Behavior, Service Marketing, Strategic Marketing Management According to the three-stage model of service consumption, consumers go through 3 stages of service encounter namely; th (...) 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 (...)

정보 출처 고객 만족 에 대한 다양한 정보 출처. 여기에서 자신의 강의 및 워크샵에 사용할 파워 포인트, 비디오, 뉴스 등을 찾을 수 있습니다. 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. (...)

추가 연구 링크 고객 만족다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 . 뉴스 영화 프리젠 테이션 서적 더

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 및 영업  | 공급망관리와 품질

관리 방법, 모형 및 이론 더