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    Kano Model

    Uploaded by

    Jorge Vila
    The Kano model developed by Noriaki Kano divides customer preferences into three categories: basic/must-be attributes, performance attributes, and attractive/excitement attributes. Basic attributes are expected and their absence leads to dissatisfaction, while their presence does not necessarily lead to satisfaction. Performance attributes directly affect satisfaction levels based on how well they are achieved. Attractive attributes delight customers when implemented well but do not dissatisfy when absent. The model helps understand how customer satisfaction relates to different aspects of a product or service.

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    Kano Model

    Uploaded by

    Jorge Vila
    219 views2 pages
    The Kano model developed by Noriaki Kano divides customer preferences into three categories: basic/must-be attributes, performance attributes, and attractive/excitement attributes. Basic attributes are expected and their absence leads to dissatisfaction, while their presence does not necessarily lead to satisfaction. Performance attributes directly affect satisfaction levels based on how well they are achieved. Attractive attributes delight customers when implemented well but do not dissatisfy when absent. The model helps understand how customer satisfaction relates to different aspects of a product or service.

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    Modelo de Kano

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    The Kano model developed by Noriaki Kano divides customer preferences into three categories: basic/must-be attributes, performance attributes, and attractive/excitement attributes. Basic attributes are expected and their absence leads to dissatisfaction, while their presence does not necessarily lead to satisfaction. Performance attributes directly affect satisfaction levels based on how well they are achieved. Attractive attributes delight customers when implemented well but do not dissatisfy when absent. The model helps understand how customer satisfaction relates to different aspects of a product or service.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    219 views2 pages

    Kano Model

    Uploaded by

    Jorge Vila
    The Kano model developed by Noriaki Kano divides customer preferences into three categories: basic/must-be attributes, performance attributes, and attractive/excitement attributes. Basic attributes are expected and their absence leads to dissatisfaction, while their presence does not necessarily lead to satisfaction. Performance attributes directly affect satisfaction levels based on how well they are achieved. Attractive attributes delight customers when implemented well but do not dissatisfy when absent. The model helps understand how customer satisfaction relates to different aspects of a product or service.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 2

    Kano Model

    Noriaki Kano developed a model to illustrate how customers


    perceive quality. The model is based around the level of
    achievement compared to the level of customer satisfaction.
    Product features are divided into three distinct categories:
    1.Must be attributes (Basic): Customers take them for granted
    when they are fulfilled; if they are not fulfilled they may become
    very dissatisfied.
    2.One dimensional attributes (Performance): Result in customer
    satisfaction when fulfilled and dissatisfaction when not fulfilled.
    Attractive attributes (Excitement): Absence does not cause
    dissatisfaction, but achievement can lead to customer delight.
    The Kano model describes the relationship between customer
    satisfaction and performance of a product or service. This
    relationship differs between the three categories.

    BASIC QUALITY: The word basic does not mean that it is sub-standard or below par, it means that the
    customer does not think (or even care) about the product or service. Even when it fully achieves all
    requirements (by fully achieved it means that the product or service is reliable durable and robust for the
    pre-determined lifetime) the customer will not speak about basic quality because it is expected. Customers
    only mentioned basic quality when it is not there. This manifests itself as Things Gone Wrong (TGW),
    warranty, repairs per 1000 (R/1000) and so on; all the negative things that we hear about. There is a risk in
    that dealing with the TGW that the product can be over-engineered. Eliminating TGW on basic quality will
    not generate Things Gone Right (TGR). At launch phases quick fixes are put into place to mask the effect
    of something from the customer. There is not enough time to fully evaluate the solution so a 'better safe
    than sorry' attitude is used. These fixes need to be revisited at a later date to ensure that root cause has
    been found and eliminated and the fix removed.
    PERFORMANCE QUALITY: This is anything that can be objective tested measured and compared to the
    competition. Is in basic quality, if you fail to deliver good performance quality then the customer will speak
    about it in the form of TGW etc.Unlike basic quality, if you deliver good performance quality then the
    customer will speak about it. (TGR). Therefore, in performance quality it is possible to convert TGW into
    TGR. If you greatly exceed the customer expectations in performance quality then it can be seen as a
    surprise and delight by the customer.
    EXCITEMENT QUALITY: This group covers all those items that the customer was not expecting.
    Therefore, if you fail to deliver excitement quality you will not get TGW as the customer will not know, but
    you will have also missed an opportunity to maximise customer satisfaction. Ideally the excitement will
    come from something that is new to the customer. As the customer has no frame of reference, you do dot
    have to completely achieve everything to maximise satisfaction.
    As competitors look at your products and services then they will start to
    offer the things that you have offered under excitement quality. Now the
    customer has things to compare so the slide towards performance
    quality has begun. Over time as more and more companies offer the
    same thing and customer awareness grows the excitement qualities of
    today will migrate down to basic; the customer will expect it.
    Further Information
    Chuan Tan, K., Xie, M., and Shen, X.X., (1999), Development of
    Innovative Products Using Kanos Model and Quality Function
    Deployment, International Journal of Innovation Management, Vol. 3,
    No. 3, pp. 271-286

    TRANSFORMING CAPABILITY SUPPORT MATERIALS


    LEADING VISION CREATION

    Kano Model

    Instructions

    The template below may be used to record the basic, performance and excitement attributes for
    your organisations products and service.

    Kano Model Template

    TRANSFORMING CAPABILITY SUPPORT MATERIALS


    LEADING VISION CREATION

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