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Klanttevredenheidsmodel
(Kano)

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Samenvatting

Wat is het klanttevredenheidsmodel? Beschrijving

Het model voor klanttevredenheid van N. Kano is een kwaliteitsmanagement- en marketingtechniek die voor het meten van cliëntgeluk kan worden gebruikt.


Kano's model voor klantentevredenheid onderscheidt zes categorieën van kwaliteitsattributen, waarvan de eerste drie eigenlijk de klantentevredenheid beïnvloeden:

Het model voor klanttevredenheid van Kano
  1. Basis Factoren. (Ontevredenstellers. Must have.) - De minimumvereisten die ontevredenheid zullen veroorzaken als zij niet worden vervuld, maar die geen tevredenheid veroorzaken als zij wel worden vervuld (of worden overschreden). De klant beschouwt deze factoren als eerste vereisten en verwacht niets anders. De basis factoren vestigen een „marktingangsdrempel“.
  2. Opwindingsfactoren. (Tevredenstellers. Aantrekkelijk.) - De factoren die klantentevredenheid verhogen als zij worden geleverd, maar geen ontevredenheid veroorzaken als zij niet worden geleverd. Deze factoren verrassen de klant en produceren „verrukking“. Gebruikmakend van deze factoren, kan een bedrijf zich werkelijk onderscheiden van zijn concurrenten op een positieve manier.
  3. Prestatiefactoren. De factoren welke tevredenheid veroorzaken als de prestatie hoog is, en welke ontevredenheid veroorzaken als de prestatie laag is. Hier is de relatie tussen de prestatie en algemene tevredenheid lineair en symmetrisch. Typisch worden deze factoren direct verbonden met de de expliciete behoeften en wensen van klanten en een bedrijf zou moeten hier concurrerend proberen te zijn.

De extra drie attributen welke Kano vermeldt zijn:

  1. Onverschillige attributen. De klant geeft niet om deze eigenschap.
  2. Twijfelachtige attributen. Het is onduidelijk of deze eigenschap door de klant wordt verwacht.
  3. Omgekeerde attributen. Het omgekeerde van deze producteigenschap werd verwacht door de klant.
     

Oorsprong van het model voor klanttevredenheid. Geschiedenis

Het aanpak inzake het analyseren van klantentevredenheid werd voor het eerst gepubliceerd in een artikel door KANO, N. SERAKU, N., TAKAHASHI, F. & TSUJI, S. (1984) Attractive quality and must-be quality, Hinshitsu (Quality, the Journal of Japanese Society for Quality Control), 14, blz. 39-48.


Gebruik van het model voor klanttevredenheid. Toepassingen

Naast het vanzelfsprekende gebruik binnen kwaliteitsmanagement en marketing, zijn Kurt Matzler, Matthias Fuchs en Astrid Schubert benieuwd in hun artikel de „Employee Satisfaction: Does Kano's Model Apply?“ (Integrale Kwaliteitszorg & Business Excellence, November-December 2004) of het model van factoren van klantentevredenheid ook relevant is om werknemerstevredenheid te beschrijven. Aangezien de werknemers als interne klanten kunnen worden waargenomen. Zij trekken de conclusie dat de theorie van Kano inderdaad eveneens bruikbaar voor interne klantenanalyse is.


Stappen in het model voor klanttevredenheid. Proces

Kano ontwikkelde een vragenlijst om de basis, prestatie en opwindingsfactoren evenals de andere drie extra factoren te identificeren.

  1. Voor elke producteigenschap worden een paar (2) vragen geformuleerd, waar de klant op één van vijf verschillende manieren kan antwoorden.
  2. De eerste vraag betreft de reactie van de klant als het product die eigenschap toont (functionele vraag);
  3. De tweede vraag betreft de reactie van de klant als het product deze eigenschap toont (disfunctionele vraag) niet.
  4. Door de antwoorden te combineren kunnen alle eigenschappen in de zes factoren worden geclassificeerd.

Special Interest Group

Klanttevredenheid Special Interest Group.


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Special Interest Group (18 leden)

Forum

Forumdiscussies over Klanttevredenheid. Hieronder kunt u een vraag stellen over dit onderwerp, uw ervaringen delen, een nieuwe ontwikkeling melden, of iets toelichten.


🔥 Boeken oover Kano's Customer Satisfaction Model
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onderwerp Sensemaking: What are your Customers' Needs? Really?
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onderwerp Assumptions of the Kano Model
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onderwerp Software for Measuring Customer Satisfaction
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onderwerp C-U-S-T-O-M-E-R Service Dynamics in the New Economy
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onderwerp How to Trigger Customer Satisfaction - Variables
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onderwerp Customer Satisfaction Depends on Problem-Solving Efforts, not on Empathy
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onderwerp Using Kano Model for Strategic Planning
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onderwerp Customer Emotions and Actions
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onderwerp Risks associated with Excitement Factor
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onderwerp Other Attributes of Features of a Product or Service
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onderwerp Research Software Development Industry?
What possible research ideas can be found regarding the applications of customer satisfaction model in the software development industry to maintain customer retention....
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onderwerp Customer Satisfaction as Research Driver
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Best Practices

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🥇 Example FMCG and B2B business
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🥈 Overall Satisfaction in Customer Satisfaction Questionnaire?
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onderwerp What is Customer Satisfaction? Definitions
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onderwerp How to Design a Generic Model Serving Unique Customers?
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Expert Tips

Geavanceerde inzichten over Customer Satisfaction (Engels). Hier vindt u professionele adviezen van deskundigen.


Subject

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: ...
Subject

Importance-Satisfaction Model

Classifying quality attributes
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A Closer Look Into Customer Value

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Relation Between Employee & Customer Satisfaction

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Informatiebronnen

Diverse informatiebronnen betreffende Klanttevredenheid. Hier vindt u powerpoints, video's, nieuws etc. om te gebruiken in uw eigen lezingen en workshops.


Presentatie

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Kano Model

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Vergelijk met het Klanttevredenheidsmodel:   SERVQUAL  |  Relatiemarketing  |  Klantrelatiemanagement (CRM)  |  Operationele CRM  |  Motivatie-Hygiëne Theorie  |  Integrale Kwaliteitszorg  |  Quality Function Deployment  |  Pyramide van Maslow


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