Customer Satisfaction model
(Kano)

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Resumo

Modelo da satisfação de cliente de Kano

Que é o modelo da satisfação de cliente? Descrição

O modelo da satisfação de cliente de N. Kano é uma técnica da gerência e do marketing da qualidade que possa ser usada medindo a felicidade do cliente.


O modelo de Kano da satisfação de cliente distingue seis categorias de atributos da qualidade, de que a primeira realmente satisfação de cliente da influência três:

  1. Fatores básicos. (Dissatisfiers. Deve ter.) - as exigências mínimas que causarão o descontentamento se não forem cumpridas, mas não causam a satisfação de cliente se forem cumpridas (ou estão excedidos). O cliente considera estes como pré-requisitos e faz exame destes para concedido. Os fatores básicos estabelecem uma entrada “ponto inicial” do mercado.
  2. Fatores do excitamento. (Satisfiers. Atrativos.) - os fatores que aumentam a satisfação de cliente se entregado mas não causam o descontentamento se não forem entregados. Estes fatores surpreendem o cliente e geram o “prazer”. Usando estes fatores, uma companhia pode realmente distinguir-se de seus concorrentes em uma maneira positiva.
  3. Fatores do performance. Os fatores que causam a satisfação se o performance for elevado, e causam o descontentamento se o performance for baixo. Aqui, a satisfação performance-total do atributo é linear e symmetric. Estes fatores são conectados tipicamente diretamente às necessidades explícitas dos clientes e os desejos e uma companhia devem tentar ser do competidor aqui.

Os três atributos adicionais que Kano menciona são:

  1. Atributos indiferentes. O cliente não se importa com esta característica.
  2. Atributos questionáveis. É unclear se este atributo se espera pelo cliente.
  3. Inverta atributos. O reverso desta característica de produto esperou-se pelo cliente.
     

Origem do modelo da satisfação de cliente. História

O abordagem para a análise da satisfação de cliente primeiramente foi publicado em um artigo por KANO, por N. SERAKU, por N., por TAKAHASHI, por F. & por TSUJI, 1984) qualidades atrativas de S. (e dev-está qualidade, Hinshitsu (qualidade, Quality, the Journal of Japanese Society for Quality Control), 14, pp. 39-48.


Uso do modelo da satisfação de cliente. Aplicações

Além da gerência da qualidade e do uso óbvios do marketing, Kurt Matzler, Matthias Fuchs e Astrid Schubert querem saber satisfação empregado no seu artigo do “: Faz o modelo de Kano aplicam-se?” (Total Quality Management & Business Excellence, Novembro-Dezembro 2004) se o modelo de Kano em fatores da satisfação de cliente é também relevante para descrever a satisfação do empregado. Desde que os empregados podem ser percebidos como clientes internos. Alcançam a conclusão que a teoria de Kano é certamente useable para a análise interna dos clientes também.


Etapas no modelo da satisfação de cliente. Processo

Kano desenvolveu um questionário para identificar os fatores básicos, do performance e do excitamento as well as outros três fatores adicionais.

  1. Para cada característica de produto um o par das perguntas é formulado a que o cliente pode responder em uma de cinco maneiras diferentes.
  2. A primeira pergunta concerne a reação do cliente se o produto mostrar essa característica (pergunta funcional);
  3. A segunda pergunta concerne a reação do cliente se o produto não mostrar esta característica (pergunta dysfunctional).
  4. Combinando as respostas todos os atributos podem ser classificados nos seis fatores.

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Compare com o Customer Satisfaction model:  SERVQUAL  |  Relationship Marketing  |  Customer Relationship Management  |  CRM operacional  |  Two Factor Theory  |  Total Quality Management  |  Quality Function Deployment  |  Hierachy of Needs


Retorne a o centro de a gerência: Recursos Humanos  |  Conhecimento e Ativos Intangíveis  |  Marketing e Vendas  | Cadeia de Fornecimento e Qualidade


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