Kano Model

The document discusses the Kano Model of customer satisfaction developed by Noriaki Kano. The model categorizes customer needs and their impact on satisfaction into five groups: dissatisfiers, satisfiers, exciters, indifferent qualities, and reverse qualities. Dissatisfiers are basic needs that must be met to avoid dissatisfaction. Satisfiers are spoken performance needs whose level of fulfillment determines satisfaction. Exciters are unexpected or latent needs that delight customers. Indifferent qualities do not impact satisfaction either way. Reverse qualities can dissatisfy some customers depending on their preferences. The document provides hotel cleanliness, amenities, and room service cookies as examples to illustrate the different categories.

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Kano Model

Uploaded by

Astro Victor

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DEFINITION

The Kano Method helps to structure customer needs and

determine its impact on satisfaction a factor to success.
Dominic Marx, The Kano Model of Customer Satisfaction:
A model of customer requirements in practice, 2014

The Kano Model is based on an analysis of customer

demands by Noriaki Kano (1940), a professor at Tokyo
University. He presented the following theory: In order
to assess customer satisfaction, the customer’s needs of
a product or service
It is divided into the
following groups:
 Dissatisfies
 Satisfiers
Exciters The fulfillment,
 Or failure to fulfil these quality
controls has a direct effect on
customer satisfaction
Example:
1.Allows a company to get into the market.

2. Satisfying performance needs: Allows a

company to remain in the market.

3. Satisfying excitement needs:

Allows a company to excel, to be world
class.

Dissatisfier - Must be’s – Cost of Entry

Satisfier – More is better – Competitive
Delighter – Latent Need – Differentiator
An example of an “unspoken” need when
staying at a hotel is cleanliness. This includes
a clean bathroom, clean linens and a
pleasant, fresh aroma in the air. When a
person books a reservation at a hotel, they
do not request a clean room. They expect it.
If this basic need is not met, they will be
extremely dissatisfied.. Dissatisfiers or Basic
Needs - Must be’s – Cost of Entry
Standard characteristics that increase or
decrease satisfaction by their degree/level
(cost/price, ease of use, speed). These needs
are typically “spoken.” Using the hotel
example again, “spoken” needs could be
Internet access, a room away from the
elevators, a non-smoking room, the corporate
rate, etc. Satisfiers or Performance Needs -
More is better – Competitive
Unexpected features or characteristics that
impress customers and earn the company
“extra credit.” These needs also are typically
“unspoken.” Think of the Doubletree Hotels.
Those who stay there are delighted
(pleasure/satisfaction ) by a freshly baked,
chocolate chip cookie delivered to their room
during turn-down service. Satisfying
excitement needs - Delighter – Latent Need –
Differentiator
Indifferent Quality: These attributes refer to
aspects that are neither good nor bad, and
they do not result in either customer
satisfaction or customer dissatisfaction.
Reverse Quality: These attributes refer to a
high degree of achievement resulting in
dissatisfaction and to the fact that not all
customers are alike. • For example, some
customers prefer high-tech products, while
others prefer the basic model of a product
and will be dissatisfied if a product has too
many extra features.