|
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:
- 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.
- 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.
- 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:
- Atributos indiferentes. O cliente não se importa com esta característica.
- Atributos questionáveis. É unclear se este atributo se espera pelo cliente.
- 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.
- Para cada característica de produto um o par das perguntas é formulado a que o cliente pode responder em uma de cinco maneiras diferentes.
- A primeira pergunta concerne a reação do cliente se o produto mostrar essa característica (pergunta funcional);
- A segunda pergunta concerne a reação do cliente se o produto não mostrar esta característica (pergunta dysfunctional).
- Combinando as respostas todos os atributos podem ser classificados nos seis fatores.
| |
 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 it is the easier part. Given the psychological complexity and analytical difficulty, few studies have been done to understand what ...
|
|
|
|
| |
| |
How to Trigger Customer Satisfaction - Variables
Customer satisfaction is a critical marketing construct and involves customer relationship and conflict resolution. According to Fill (2011), the relationship with customers and assisting them in resolving any ambiguity experienced by them in ...
|
|
|
|
| |
| |
Customer Service Dynamics in the New Economy
In the present economy, organizations must conform to the increased standards of customer service. The consumer’s voice is loud and clear; they are exercising their rights, scrutinizing service, and methodically patronizing businesses that offer a di...
|
|
|
|
| |
| |
What are your Customers' Needs? Really?
Customer Behavior Approaches
There are many approaches towards analyzing customer needs, customer satisfaction, customer behavior and customer experiences. They range from market data analysis and conjoint analysis to
| |
|
|
| |
| |
Assessing Employee Satisfaction with Kano
The article mentions that the Kano model can also be used to assess the satisfaction of employees (internal customers). How could a school administration assess the individual needs of their employees?...
|
|
|
|
| |
| |
Kano's Original Paper
I've been searching for the original article, published in 1984. However, the last update of the journal web page is from 2002, and I didn't get any response to the mail I sent them one year ago.
I'm interested in the Kano's Q Statisti...
|
|
|
|
| |
| |
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.
There is another kind of attributes of features that also can be used while selecting and deciding on product features.
...
|
|
|
|
| |
| |
Dynamic Changes in Customer Expectations
Customers' expectations change rapidly and vary with demographic sets. How can any delivery mechanism of products and services meet the altered level of expectation at the time and point of delivery? Since the customer believes firmly that the...
|
|
|
|
| |
| |
Kano Model and New Products
Can you use the Kano model when testing new concepts among opinion leaders in a market research exercise? I.e. is it just suited for testing customer satisfaction for existing products/ services?...
|
|
|
|
| |
| |
Customer Satisfaction as Research Driver
Customer satisfaction survey results should help in improving satisfaction and also in generating more revenue, for additional cost on research and development is minimized. By allotting priorities as per this on research directions, organizations ca...
|
|
|
|
| |
| |
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....
|
|
|
|
| |
|
|
|
Customer Satisfaction Model Grupo de Interesse Especial
|
|
|
|
Customer Satisfaction Model Educação & Eventos
|
|
|
| |
 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 them and the after sales services are taken care of....
|
|
|
|
| |
|
|
|
|
Advantages of Kano’s Model
The advantages of classifying customer requirements by means of the Customer Satisfaction Model of Kano are as follows:
- Product requirements ar...
Usage (application): Classifying quality attributes
|
|
|
|
|
| |
|
|
Importance-Satisfaction Model
Kano’s model has a deficiency in that the degree of importance of quality attributes is neglected. As the degree of importance is a critical dimension...
Usage (application): Classifying quality attributes
|
|
|
|
|
| |
|
|
A Closer Look Into Customer Value
It is often argued that customer value is required for staying competitive and successful as organization. But in what ways can customer value be a cr...
Usage (application): Customer Value Analysis, Strategic Marketing, Innovation Strategy
|
|
|
|
|
| |
|
|
Classifications of Human Needs (Employees, Consumers)
One of possible ways to classify human (employee, consumer) needs is to break them down into:
- Biogenic Needs (essential, inherent certain eleme...
Usage (application): Motivation, Marketing, Human Needs
|
|
|
|
|
| |
|
|
Approaches to Understand your Customer's Needs
In order to transform your customer’s experience and to better understand your customer’s needs, it is helpful to construct a hypothetical c...
Usage (application): Customer Targeting, Customer Needs Identification, Customer Behavior
|
|
|
|
|
| |
|
|
Why are Brands Often So Similar? Understanding Brand Similarity/Parity
Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high level of brand similarity/brand ...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
|
|
|
|
|
| |
|
|
Relation Between Employee & Customer Satisfaction
Some investigations have shown an explicit realtion between employee and customer satisfaction:
- As an example, a study at Sears Roebuck & Co. s...
Usage (application): Why Employee Satisfaction Matters for Customer Satisfaction
|
|
|
|
|
| |
|
|
Extreme Customer Trust as a Source of Competitive Advantage
Many companies are already highlighting the importance of trustworthiness by setting and sustaining honest prices and providing reasonable services. A...
Usage (application): Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy
|
|
|
|
|
| |
|
|
| |
Notícias
Satisfaction Kano
|
|
|
|
| |
Notícias
Customer Kano
|
|
|
|
| |
Vídeos
Satisfaction Kano
|
|
|
|
| |
Vídeos
Customer Kano
|
|
|
|
| |
Apresentações
Satisfaction Kano
|
|
|
|
| |
Apresentações
Customer Kano
|
|
|
|
| |
Mais
Satisfaction Kano
|
|
|
|
| |
Mais
Customer Kano
|
|
|
|
|
|
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 | Introduzir no mercado | Cadeia de Fornecimento e Qualidade
Mais Métodos, Modelos e Teorias de Gestão
|
|
|
|
Special Interest Group Leader
|
|
|
|
|
|
