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

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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

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顾客满意 小组。



小组 (11名成员)

论坛

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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 (...)
32
 
8个反应
 
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 expres (...)
9
 
10个反应
 
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个反应
 
最佳实践

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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个反应

 
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个反应

 
Alternate Methods to Measure Customer Satisfaction
Are there any other approaches to measuring customer satisfaction or client happiness? (...)
14
 
3个反应

 
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个反应

 
Sensemaking: What are your Customers' Needs? Really?
Customer Behavior Approaches There are many approaches towards analyzing customer needs, customer satisfaction, custome (...)
7
 
12个反应

 
Software for Measuring Customer Satisfaction
What kind of software do you require to work on a CSM survey using Kano's model? (...)
7
 
0个反应

 
Assumptions of the Kano Model
Note that the model by Kano is aimed at finding the average appreciation of certain quality factors in a repre (...)
7
 
0个反应

 
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个反应

 
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 consumers voice (...)
6
 
0个反应

 
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个反应

 
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
 
0个反应

 
Customer Satisfaction and Competitive Advantage
What is the role of customer satisfaction in gaining a competitive advantage? (...)
5
 
5个反应

 
How to Trigger Customer Satisfaction - Variables
Customer satisfaction is a critical marketing construct and involves customer relationship and conflict resolution. Acco (...)
5
 
0个反应

 
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
 
0个反应

 
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个反应

 
Research Software Development Industry?
What possible research ideas can be found regarding the applications of customer satisfaction model in the software deve (...)
3
 
0个反应

 
Customer Satisfaction as Research Driver
Customer satisfaction survey results should help in improving satisfaction and also in generating more revenue, for addi (...)
3
 
1个反应

 
专家提示

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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 Kanos 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
Kanos 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 customers experience and to better understand your customers 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 (...)
   
 
 
 
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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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