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

知识中心

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：

4. 冷漠属性（Indifferent attributes）。 顾客对于有无这些属性并不在意。
5. 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。
6. 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。

论坛 新主题 顾客满意论坛。 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条评论 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 (...) 9   10条评论 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条评论 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条评论 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条评论 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条评论 开始一个新的论坛主题关于顾客满意 交流想法可以激发您的个人和专业发展。 并且您可以帮助其他人！请解释您的观点。您仍然可以编辑主题3个小时。 分享您的意见，知识和经验或提出问题（免费注册第一）

最佳实践 注册 关于顾客满意的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 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条评论 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条评论 Alternate Methods to Measure Customer Satisfaction Are there any other approaches to measuring customer satisfaction or client happiness? (...) 14   3条评论 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条评论 Sensemaking: What are your Customers' Needs? Really? Customer Behavior Approaches There are many approaches towards analyzing customer needs, customer satisfaction, cus (...) 7   12条评论 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条评论 Customer Satisfaction and Competitive Advantage What is the role of customer satisfaction in gaining a competitive advantage? (...) 5   5条评论

专家提示 注册 关于Customer Satisfaction（英语）的高级见解。在这里，您将找到专家的专业建议。 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 (...) 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 (...)

信息来源 注册 有关顾客满意的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 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. (...)

研究链接 注册 自动跳入有关以下内容的其他有用资源顾客满意。 新闻 视频 简报 书比人好 更多

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