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

摘要，论坛，最佳做法，专家提示和信息来源。

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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：

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。

小组

顾客满意小组。

小组 (11名成员)

论坛

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

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 consumer�s 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

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 (...)