Customer Satisfaction Model[顾客满意度模型]
(Kano)

知识中心

   

衡量顾客的满意程度。 Kano的Customer Satisfaction Model[顾客满意度模型]详解。 (‘84)


Kano用户满意模型

什么是顾客满意度模型(Customer Satisfaction Model)? 释义

N. Kano的顾客满意度模型是一项质量管理工具和市场营销技术,可以被用来衡量顾客的满意程度。


顾客满意度模型甄别出6类质量属性,其中前3类对顾客满意度产生实质性影响:

  1. 基本因素(Basic Factors。 (不满足要素,必须有的。)顾客对产品的最低限度需求, 必须有。)- 顾客对产品的最低限度需求,如果缺了这些基本因素,会让顾客感到不满;但是,即便产品包含了或者超出了它们,也不会让顾客产生满足感, 顾客想当然地以它们为先决因素。 基本因素是进入市场的最低门槛要求。
  2. 兴奋因素(Excitment Factors)。 (满足因素,有吸引力的。) - 有了这些因素,会增强顾客的满足感;即便缺了它们的话,也不至于让顾客产生不满。 这些因素让顾客感到惊喜,并产生“愉悦的感觉”。 产品包含这些因素,就能将自己的企业与竞争对手区别开来,使自己处于有利地位。
  3. 性能因素(Performance Factors。 如果产品性能表现很好,顾客则表示满意;如果产品性能表现很差,顾客则产生不满。 这里,性能表现与总体满足感是线型对称的。 以上这三个因素与顾客的需求、期望直接相关,因此,公司在这些方面一定要具有竞争性。

除此以外,Kano还提到了其他三个属性:

  1. 冷漠属性(Indifferent attributes)。 顾客对于有无这些属性并不在意。
  2. 可疑属性(Questionable attributes。 对于这些属性,并不清楚它们是不是顾客所期待的。
  3. 背离属性(Reverse Attributes。 这些属性特征的相反方面才是顾客所期望的。
     

顾客满意度模型起源 历史

这种顾客满意度的研究方法源于一篇Kano与人合写并发表在日本质量控制协会会刊《品质》上的文章,题目为《诱人品质与必需品质》(1984) 。 39-48.


顾客满意度模型运用。 应用

除了可以明显用于质量控制、市场推广等领域,顾客满意度模型还能用于哪些方面?2004年,Kurt Matzler, Matthias Fuchs 和 Astrid Schubert在《全面质量管理》(Total Quality Manage)上合作发表了一篇文章题为《员工满意度:Kano的模型管用吗?》 (“Employee Satisfaction DoesKano's Model Apply?”) (Total Quality Management & Business Excellence, 11月-12月2004) Kano的模型在用户满意因素是否也是相关描述雇员满意。 因为员工可以被视为企业内部顾客, 他们的结论就是,Kano的模型同样可以用来分析衡量内部顾客的满意度。


顾客满意度模型的应用步骤 流程

Kano制作了一份问卷来帮助找出上述六种因素,

  1. 问卷为产品的每一项特征都准备了两个问题,顾客可以从备选的五个答案中任选一;
  2. 前一个问题测试的是,如果产品含有这一因素顾客的反应(功能良好型问题);
  3. 后一个问题测试的是,如果产品不含这一因素顾客的反应(功能不良型问题);
  4. 通过对两个问题答案的组合分析,就可以总结出该项产品特征属于哪一因素。

小组 - 顾客满意度模型


小组 (10名成员)


论坛 - 顾客满意度模型  

在论坛部分,您将在此知识领域中找到最近的讨论。


  Alternate Methods to Measure Customer Satisfaction (1个反应)
Are there any other approaches to measuring customer satisfa...
 
 
 
 
  Software for Measuring Customer Satisfaction
What kind of software do you require to work on a CSM survey...
 
 
 
 
  How to Design a Generic Model Serving Unique Customers? (3个反应)
As far as I know, every customer is different. How can we de...
 
 
 
 
  Assumptions of the Kano Model
Note that the model by Kano is aimed at finding the avera...
 
 
 
 
  Using Kano Model for Strategic Planning (2个反应)
The Kano model can be used to find a new direction, so it ca...
 
 
 
 
  Risks associated with Excitement Factor
I strongly agree that the excitement factors delight the cus...
 
 
 
 
  Customer Satisfaction and Competitive Advantage (5个反应)
What is the role of customer satisfaction in gaining a compe...
 
 
 
 
  How to Trigger Customer Satisfaction - Variables
Customer satisfaction is a critical marketing construct and ...
 
 
 
 
  Customer Emotions and Actions (1个反应)
According to Kano theory there are two components: EMOTIONS ...
 
 
 
 
  Other Attributes of Features of a Product or Service
Kano model basically provides very good direction on feature...
 
 
 
 
  Research Software Development Industry?
What possible research ideas can be found regarding the appl...
 
 
 
 
  Customer Satisfaction as Research Driver (1个反应)
Customer satisfaction survey results should help in improvin...
 
 
 
 
  Valid for HR Recruitment also
The same model could be applied by HR to recruit and mantain...
 
 
 
 
  Kano's Original Paper
I've been searching for the original article, publish...
 
 
 
 
  Customer Service Dynamics in the New Economy
In the present economy, organizations must conform to the in...
 
 
 
 
  Valid for Products and Services
Of course, Kano's theory can be applied to both PRODUCTS and...
 
 
 
 
  Kano Model and New Products
Can you use the Kano model when testing new concepts among <...
 
 
 
 
  Dynamic Changes in Customer Expectations
Customers' expectations change rapidly and vary with ...
 
 
 
 
  Measuring Client Happiness (1个反应)
How can we measure client happiness?...
 
 
 
 
  Assessing Employee Satisfaction with Kano
The article mentions that the Kano model can also be used to...
 
 
 
 

最佳实践 - 顾客满意度模型

在最佳实践部分,您将在此知识领域内找到最佳论坛讨论。


  Example FMCG and B2B business (2个反应)
Who can give an example of these 3 factors in the FMCG and B...
 
 
 
 
  What Customers Truly Value? 30 Elements (Bain) (7个反应)
Marketers have generally spent much time and effort on the p...
 
 
 
 
  Overall Satisfaction in Customer Satisfaction Questionnaire? (7个反应)
Should we have a question capturing "overall satisfaction" i...
 
 
 
 
  What is Customer Satisfaction? Definitions (6个反应)
Customer satisfaction (CS) is the state at which the require...
 
 
 
 
  Sensemaking: What are your Customers' Needs? Really? (12个反应)
Customer Behavior Approaches
There are many appr...
 
 
 
 

Expert Tips (ENG) - Customer Satisfaction Model

在专家提示部分,您可以找到该知识领域专家的建议。


 

Advantages of Kanos Model

Classifying quality attributes...
 
 
 

Importance-Satisfaction Model

Classifying quality attributes...
 
 
 

A Closer Look Into Customer Value

Customer Value Analysis, Strategic Marketing, Innovation Strategy...
 
 
 

Classifications of Human Needs (Employees, Consumers)

Motivation, Marketing, Human Needs...
 
 
 

Approaches to Understand your Customer's Needs

Customer Targeting, Customer Needs Identification, Customer Behavior...
 
 
 

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation...
 
 
 

Relation Between Employee & Customer Satisfaction

Why Employee Satisfaction Matters for Customer Satisfaction...
 
 
 

Extreme Customer Trust as a Source of Competitive Advantage

Competitive Advantage, CRM, Customer Loyalty, Customer Intimacy...
 
 

相关资料 - 顾客满意度模型

在参考资料部分,您将在此知识领域内找到powerpoint演示文稿,微观学习视频,文章,新闻项目等。


 

新闻关于顾客满意度


     
 

新闻关于质量管理


     
 

视频关于顾客满意度


     
 

视频关于质量管理


     
 

简报关于顾客满意度


     
 

简报关于质量管理


     
 

更多关于顾客满意度


     
 

更多关于质量管理


     

比较:  SERVQUAL[SERVQUAL法]  |  Relationship Marketing[关系营销]  |  Customer Relationship Management[顾客关系管理]  |  Operational CRM[运营型顾客关系管理]  |  Two Factor Theory[二因素理论]  |  Total Quality Management[全面质量管理]  |  Quality Function Deployment[质量功能展开]  |  Hierarchy of Needs[需求层次理论]


返回到分类主页: 人力资源管理  |  知识与无形资产  |  营销  | 供应链与质量管理


更多管理方法、模型和理论

Special Interest Group Leader

你在这里? 免费注册


 


关于12manage | 广告服务 | 链接到我们/引用我们 | 隐私 | 建议 | 服务条款
© 2019 12manage - The Executive Fast Track. V15.0 - 最后更新:20-6-2019。所有名称™它们的主人的。