Customer Satisfaction Model (Модель потребительской удовлетворенности)
(Kano)

Центр Знаний

Что такое модель потребительской удовлетворенности? Описание

Модель потребительской удовлетворенности N. Kano - это метод управления качеством и маркетинга, который можно использовать для измерения удовлетворенности клиента.

Модель Kano потребительской удовлетворенности различает 6 категорий свойств качества, первые три из которых влияют на потребительскую удовлетворенность:

1. Основные факторы (Basic Factors). (Неудовлетворители (Dissatisfiers). Обязательно необходимы.) - минимальные требования, которые вызывают неудовлетворенность при их невыполнении, но не вызывают потребительскую удовлетворенность при выполнении (или превышении качества их выполнения). Клиент рассматривает их как предпосылки и как что-то само самой разумеещееся. Основные факторы являются «порогом» доступа на рынок.
2. Факторы аффекта (Excitement Factors). (Удовлетворители (Satisfiers). Привлекательные.) - факторы, которые увеличивают потребительскую удовлетворенность при выполнении, но не вызывают неудовлетворенность при невыполнении. Эти факторы удивляют клиента и вызывают «удовольствие». Используя эти факторы, компания может действительно стать положительно дифференцированной по сравнению со своими конкурентами.
3. Факторы эффективности (Performance Factors). Факторы, которые вызывают удовлетворенность при качественном исполнении, и неудовлетворенность при некачественном исполнении. В этом случае удовлетворенность общей эффективностью свойств линейное и симметричное. Как правило, эти факторы напрямую связаны с очевидными потребностями и желаниями клиента, и компания должна пытаться здесь быть конкурентоспособной.

Дополнительные три свойства Kano следующие:

4. Индифферентные свойтсва (Indifferent attributes). Клиент не беспокоится об этом свойтсве.
5. Сомнительные свойтсва (Questionable attributes). Неясно, ожидается ли это свойство клиентом.
6. Обратные свойтсва (Reverse attributes). Клиент ожидал нечто противоположное по сравнению с тем, что получил .
    

Происхождение модели потребительской удовлетворенности. История

Подход к анализу потребительской удовлетворенности сперва был опубликован в статье KANO, SERAKU N., N., TAKAHASHI, F. & TSUJI, S. (1984) Attractive quality and must-be quality, Hinshitsu (Quality, the Journal of Japanese Society for Quality Control), 14, pp. 39-48.

Применение модели потребительской удовлетворенности. Формы применения

Кроме очевидного применения в области управления качеством и маркетинга, Kurt Matzler, Matthias Fuchs и Astrid Schubert задаются вопросом в своей статье «Employee Satisfaction: Does Kano's Model Apply?» (Total Quality Management & Business Excellence, ноябрь декабрь 2004) ли модель Kano на факторах потребительской удовлетворенности также релевантна для того чтобы описать удовлетворенность сотрудника. В виду того, что сотрудников можно воспринимать как внутренних клиентов. Они приходят к заключению, что теория Kano действительно пригодна также для анализа внутренних клиентов.

Стадии в модели потребительской удовлетворенности. Процесс

Kano разработал опросник для того, чтобы определить вышеупомянутые факторы.

1. Для каждой характеристики продукта формулируется несколько вопросов, на которые клиент может дать ответ одним из пяти различных способов.
2. Первый вопрос касается реакции клиента, если продукт демонстрирует соответствующую характеристику (функциональный вопрос);
3. Второй вопрос касается реакции клиента, если продукт не демонстрирует соответствующую характеристику (дисфункциональный вопрос).
4. Объединив ответы, можно классифицировать все свойства в шесть категорий факторов.

Обсуждения Форум об Удовлетворенность клиентов. Начать новую тему Поделитесь своими знаниями или задайте вопрос   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 difficul... 33   8 комментария 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 can express our fondness toward one item but we are not able to express the likene... 10   10 комментария Sensemaking: 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 an... 8   13 комментария Software for Measuring Customer Satisfaction What kind of software do you require to work on a CSM survey using Kano's model?... 7   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 group at a moment in time when the questionnaires are collected. There coul... 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 is loud and clear; they are exercising their rights, scrutinizing service, and m... 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. However, saying "sorry" is not enough if companies want to achieve customer sati... 6   2 комментария 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 комментария 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 hold the surprise factor. In fact this becomes a normal expectation by the custom... 5   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 reso... 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. There is another kind of attributes of features that also can be used while... 4   Customer Emotions and Actions According to Kano theory there are two components: EMOTIONS and ACTIONS. In the service industry (banking, hotels), if the excitement from experiencing the product does not meet previous standards, th... 4   1 комментария 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.... 3   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... 3   1 комментария

Лучшие Лрактики Темы для обсуждения с самым высоким рейтингом для обсуждения Удовлетворенность клиентов. Здесь вы найдете самые ценные идеи и практические предложения. 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 the performance factors...? Thank you... 37   2 комментария Overall Satisfaction in Customer Satisfaction Questionnaire? Should we have a question capturing "overall satisfaction" in a survey form, apart from individual product/service attribute rating? If required, what is the additional value?... 16   7 комментария Alternate Methods to Measure Customer Satisfaction Are there any other approaches to measuring customer satisfaction or client happiness?... 14   3 комментария 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.... 12   6 комментария 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 of demographic and geographic differences?... 7   3 комментария Customer Satisfaction and Competitive Advantage What is the role of customer satisfaction in gaining a competitive advantage?... 5   5 комментария

Эксперт Советы Продвинутое понимание Customer Satisfaction (Английский). Здесь вы найдете профессиональные советы экспертов. 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...

Источники Информации Различные источники информации о Удовлетворенность клиентов. Здесь вы найдете PowerPoints, видео, новости и т.д., чтобы использовать в своих собственных лекциях и практических занятиях. 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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Сравните с Customer Satisfaction Model (Модель потребительской удовлетворенности):  SERVQUAL  |  Relationship Marketing (Маркетинг, ориентированный на взаимоотношения)  |  Customer Relationship Management (Управление взаимоотношениями с клиентами)  |  Operational CRM (Операционный CRM)  |  Two Factor Theory (Двухфакторная теория)  |  Total Quality Management (Комплексное управление качеством)  |  Quality Function Deployment (Технология развертывания функций качества)  |  Hierarchy of Needs (Иерархия потребностей)

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