Klanttevredenheidsmodel
(Kano)

Kenniscentrum

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:

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:

4. Onverschillige attributen. De klant geeft niet om deze eigenschap.
5. Twijfelachtige attributen. Het is onduidelijk of deze eigenschap door de klant wordt verwacht.
6. 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.

Discussies Nieuw Onderwerp Forum over Klanttevredenheid. 🔥 NIEUW Boeken oover Kano's Customer Satisfaction Model Is er ook nederlands vertaald boek over deze theorie? Ben op dit moment met een scriptie bezig over de klanttevrede (...) 18   1 reacties 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 reacties 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 reacties 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   Software for Measuring Customer Satisfaction What kind of software do you require to work on a CSM survey using Kano's model? (...) 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 reacties 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 reacties 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 reacties 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 reacties Begin een nieuw onderwerp over Klanttevredenheid Deel kennis of stel een vraag

Best Practices De best beoordeelde onderwerpen over Klanttevredenheid. Hier vindt u de meest waardevolle ideeën en praktische suggesties. 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 reacties 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 reacties Alternate Methods to Measure Customer Satisfaction Are there any other approaches to measuring customer satisfaction or client happiness? (...) 14   3 reacties 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 reacties Sensemaking: What are your Customers' Needs? Really? Customer Behavior Approaches There are many approaches towards analyzing customer needs, customer satisfaction, cus (...) 7   12 reacties 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 reacties Customer Satisfaction and Competitive Advantage What is the role of customer satisfaction in gaining a competitive advantage? (...) 5   5 reacties

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

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

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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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