Customer Satisfaction Model [고객만족모델]
(Kano)

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요약

Kano 소비자 만족도 모형

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 :

  1. 무관심한 속성 (Indifferent attributes). 고객들이 신경쓰지 않는 특징들.
  2. 의심스런 속성 (Questionable attributes). 고객이 기대하고 있는 속성인지 여부가 불분명.
  3. 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 "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.

시그(SIG)

가입

고객 만족 시그(SIG).



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고객 만족 포럼.


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모범 사례

고객 만족에 대한 최고 평점 토론 주제. 여기에서 가장 가치있는 아이디어와 실용적인 제안을 찾을 수 있습니다.


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전문가 팁

Customer Satisfaction에 대한 고급 통찰력 (영어). 여기에서 전문가의 전문적인 조언을 찾을 수 있습니다.


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정보 출처

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추가 연구 링크

고객 만족다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 .


뉴스 영화 프리젠 테이션 서적 더

뉴스

영화

프리젠 테이션

서적


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

시그(SIG)

고객 만족 관심이 있습니까? 우리 SIG 리더가 되십시오

 


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