INTRODUCTION

A theory of customer satisfaction and product development that identifies five categories of
product qualities based on how they affect the customer's perception of the product. This
theory, developed in the 1980's by Noriaki Kano, describes customer preferences as attractive,
one-dimensional, indifferent, must-have, and reverse (meaning dissatisfaction from too much
of a good quality).

PRODUCT CHOSEN

The product chosen for Kano Diagram Analysis is handphone. The manufacturer of handphone
are Samsung (S10+), Apple (iPhone 11 Pro) and Google (Pixel 4 XL).

JUSTIFICATION OF PRODUCT CHOSEN

Handphones are efficient communication devices and have its own special features. The ability
to connect with others, business associates, access to email, storing data, and taking pictures
are the features every handphone must have. Thus, all manufacturers are being competitive
about their product to satisfy the customer needs. Using the Kano Model, product teams pull
together a list of potential new features vying for development resources and space on the
roadmap. The team will then weigh these features according to two competing criteria:

 Their potential to satisfy customers.

 The investment needed to implement them.
KANO DIAGRAM

Figure 1, above, illustrates how the presence (or absence) of each of the three attributes in a
product or service can affect customer satisfaction.

1. Threshold Attributes (Basics). These are the basic features that customers expect a product
or service to have.

2. Performance Attributes (Satisfiers). These elements are not absolutely necessary, but they
increase a customer's enjoyment of the product or service.

3. Excitement Attributes (Delighters). These are the surprise elements that can really boost your
product's competitive edge. They are the features that customers don't even know they want,
but are delighted with when they find them.
Must-Be 1. Quality Body
2. WLAN
3. Bluetooth
4. GPS
5. Web Browser
6. Text Messages
7. Apps
8. Music
Attractive 1. Battery
2. USB
3. Memory
4. Main Camera
Performance 1. Main Camera
2. Selfie Camera
3. Features
Manufacturer Samsung Apple Google Pixel
Features
Threshold (Must-Have) Attributes
Quality Body  Front Glass  Front/Back Glass  Front/Back Glass Aluminum
 Aluminum Frame  Stainless Steel Frame Frame
WLAN  Dual-band, Wi-Fi Direct,  Dual-band, hotspot  Dual-band, Wi-Fi Direct,
hotspot DLNA, hotspot
Bluetooth  5.0, A2DP, LE, aptX  5.0, A2DP, LE  5.0, A2DP, LE, aptX HD
GPS  A-GPS, GLONASS, BDS,  A-GPS, GLONASS,  A-GPS, GLONASS, BDS,
GALILEO GALILEO, QZSS GALILEO
Web Browser  Google  Safari  Google
Text Messages  Android Message  iMessage  Android Message
Apps  PlayStore  AppsStore  PlayStore
Performance Attributes
Battery  Non-removable Li-Ion 4100  Non-removable Li-Ion 3969  Non-removable Li-Po 3700
mAh battery mAh battery (15.04 Wh) mAh battery
 Fast battery charging 15W  Fast battery charging 18W:  Fast battery charging 18W
 USB Power Delivery 2.0 50% in 30 min  USB Power Delivery 2.0
 Fast Qi/PMA wireless charging  USB Power Delivery 2.0  QI wireless charging
15W  Qi wireless charging
USB  3.1, Type-C 1.0 reversible  2.0, proprietary reversible  3.1, Type-C 1.0 reversible
connector connector connector
Memory  128GB 8GB RAM, 512GB  64GB 4GB RAM, 256GB 4GB  64GB 6GB RAM, 128GB 6GB
8GB RAM, 1TB 12GB RAM RAM, 512GB 4GB RAM RAM
Main Camera  12 MP (wide), Dual Pixel  12 MP, (wide), Dual Pixel  12.2 (wide), Dual Pixel PDAF,
PDAF, OIS PDAF, OIS OIS
 12 MP (telephoto), 2x optical  12 MP (telephoto) 2x optical  16 MP, 2x optical zoom
zoom zoom
 16 MP (ultrawide), Super  12 MP (ultrawide)
Steady video
Excitement Attributes
Main Camera  LED flash, auto-HDR,  Quad-LED dual-tone flash,  Dual-LED flash, Auto-HDR,
panorama HDR (photo/panorama) panorama
Selfie Camera  Dual video call, Auto-HDR  HDR  Auto-HDR
Features  Fingerprint (under display,  Face ID  Face ID
ultrasonic)  Accelerometer  Accelerometer
 Accelerometer  Gyro  Gyro
 Gyro  Proximity  Proximity
 Proximity  Compass  Compass
 Compass  Barometer  Barometer
 Barometer
 Heart Rate  Siri natural language
 SpO2 commands and dictation
 ANT+
 Bixby natural language
commands and dictation
 Samsung DeX (desktop
experience support)
DISCUSSION

Based on the table of comparison, the products have different threshold, attribute and
excitement as weightage of customer’s requirements. As can see in the threshold attributes,
Samsung prioritize comfortability, basic features and easy to use while Apple more focusing
on the technology of applications and specs. This can be seen when Apple had specific apps
and web browser for their customers. Apple had prioritized special features for their customer
that differentiate from Android. Threshold attributes of Google Pixel, similar to Samsung that
concentrate on basic applications for the user. Their similarity is that all the manufacturer
concentrates on customer’s comfortability.

Based on performance attributes, the main camera and battery had become the
indicators for the manufacturers. Each brand had come out with different and new technology
to add satisfaction value for customers. Afterwards, Samsung and Apple had 3 different main
cameras with their own specialty while Google Pixel had 2 main cameras for the customers to
use. The memory also become indicator for the customers to use. Based on Kano Model,
Samsung had provided the best among Apple and Google Pixel since Samsung had 1TB 12GB
RAM memory. Besides, the additional features that differentiate the products are batteries
performance. The performance battery of Samsung the highest, followed by Apple and Google
Pixel. The charging performance is same for all the manufacturers. Apple product had the
specific design of USB connector that makes Apple more special compared to Google Pixel
and Samsung. The attractive feature is what makes these three brands differ from each other.
They are slowly boosting some of the five major concern to tackle customer’s interest.

Based on Kano diagram, every product has their specific excitement attributes. The
additional features will make every product had different specific values for customer’s
satisfactory. The additional features of the product can gain the best impression from the
customer. For example, face ID, accelerometer, gyro, proximity, compass, barometer, siri
natural language commands and dictation. Based on Kano’s theory, customer’s perception of
satisfaction changes over time.
CONCLUSION

Based on Kano Diagram, Samsung is the best product that can fulfill customer’s
satisfaction as it has high performance and additional features. Features that trigger delight
today, will eventually become the customer’s expectation and request. Hence, the attractive
features should be research thoroughly to tackle customer’s interest.

REFERENCES

Retrieved from www.businessdictionary.com

Retrieved from www.productplan.com

Retrieved from www.gsmarena.com

Retrieved from www.interaction-design.org

Retrieved from www.mindtools.com