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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：
- 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。
- 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。
- 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：
- 冷漠属性（Indifferent attributes）。
顾客对于有无这些属性并不在意。
- 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。
- 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，
- 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；
- 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）；
- 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）；
- 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。
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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]
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