Kundnöjdhetsmodell
(Kano)

Kunskapscenter

Vad är modellen för kundnöjdhet? Beskrivning

Modellen för kundtillfredsställelse/nöjda kunder från N. Kano är en kvalitetsstyrning och marknadsföringsteknik som kan användas för att mäta kundnöjdhet.

Kano's modell för kundnöjdhet särskiljer sex kategorier för olika kvalitets attribut, från vilka de tre första faktiskt inverkar på kundtillfredsställelsen:

1. Grundläggande faktorer. (Icke tillfredställare. Måste finnas.) - de lägsta krav, som kommer att orsaka ett missnöje om de inte fullgörs men inte orsakar kundnöjdhet om de uppfylls (eller överskrids). Kunden betraktar dessa som nödvändiga förutsättningar och tar dessa för givet. Grundläggande faktorerna upprättar ett lägstavärde för överhuvudtaget kunna var med på på spelplanen ”ingångsvärde”.
2. Spänningsfaktorer. (Tillfredställare. Attraktivt.) - faktorerna som förhöjer kundnöjdheten, om de levereras men inte orsaka missnöje, om de inte levereras. Dessa faktorer förvånar kunden och frambringar ”nöjdhet”. Genom att använda dessa faktorer kan ett företag särskilja sig från sina konkurrenter på ett positivt sätt.
3. Prestationsfaktorer. Faktorerna, som orsakar nöjdhet, om prestationen är hög och de orsakar missnöje, om prestationen är låg. Här är attributet totalresultatnöjdheten linjär och symmetrisk. Typiskt för dessa faktorer är att de är direkt kopplade till kunders uttalade behov och förväntningar och ett företag, bör anstränga sig till att vara konkurrenskraftiga här.

De extra tre attributen som Kano omnämner är:

4. Ointressanta attribut . Kunden kommer inte att bry sig om dessa egenskaper.
5. Tvivelaktiga attribut. Det är oklart om huruvida detta attribut förväntas av kunden.
6. Motsatta attribut. Den motsatta produktegenskapen förväntades av kunden.
    

Ursprunget till modellen för kundnöjdhet. Historia

Tillvägagångssättet för analysering av kundnöjdhet publicerades först i en artikel av 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, pp. 39-48. 39-48.

Användning till modellen för kundtillfredsställelse. Användningsområden

Förutom den självklara kvalitets- ledningen och marknadsföraanvändningen Kurt Matzler, Matthias Fuchs och Astrid Schubert undrar anställdtillfredsställelse i för deras artikel ”: Gör Kano modelltillämpa?”, (Total Quality Management & Business Excellence, November-December 2004) huruvida Kano's modellen också är relevant för att beskriva anställdas nöjdhet. Sedan de anställda kan betraktas som interna kunder. De kommer fram till uppfattningen att Kano's teori är synnerligen användbar också för intern kundanalys.

Stegen i modellen för kundtillfredsställelse. Process

Kano utvecklade ett frågeformulär för att identifiera den grundläggande, prestationen och spänningsfaktorerna såväl som de andra tre extra faktorerna.

1. För varje produktegenskap ett par frågor formuleras som kunden kan svara på från ett av fem olika alternativ.
2. Den första frågan berör reaktionen hos kunden, om produkten visar dess egenskap (funktionell fråga);
3. Den andra frågan berör reaktionen hos kunden, om produkten INTE visar dess egenskap (icke fungerande fråga).
4. Genom att kombinera svaren, kan alla attribut klassificeras in i de sex faktorerna.

Forum Nytt Ämne Forum om Kundnöjdhet. 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 kommentarer 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 kommentarer 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 (...) 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 kommentarer 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 kommentarer 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 kommentarer 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 kommentarer Starta ett nytt forumämne om Kundnöjdhet. Mer info. Dela din åsikt, kunskap och erfarenhet eller ställ en fråga (registrera dig gratis först)

Best Practices Topprankade ämnen om Kundnöjdhet. Här hittar du de mest värdefulla idéerna och praktiska förslagen. 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 kommentarer 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 kommentarer Alternate Methods to Measure Customer Satisfaction Are there any other approaches to measuring customer satisfaction or client happiness? (...) 14   3 kommentarer 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 kommentarer Sensemaking: What are your Customers' Needs? Really? Customer Behavior Approaches There are many approaches towards analyzing customer needs, customer satisfaction, cus (...) 7   12 kommentarer 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 kommentarer Customer Satisfaction and Competitive Advantage What is the role of customer satisfaction in gaining a competitive advantage? (...) 5   5 kommentarer

Experttips Avancerad insikt om Customer Satisfaction (Engelsk). Här hittar du professionella råd från experter. 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 (...)

Informationskällor Olika informationskällor om Kundnöjdhet. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och 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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