Kano’s Model of Customer Satisfaction

How to Delight Your Customers

Nikhil Kandwal 19020841022

Neeraj Garg 19020841021
Origins of the Kano Model

Noriaki Kano
Professor at Tokyo Rika University
International Consultant
Received individual Demming Prize in 1997
 Introduction
• Product/service quality is main anteced
ent of customer satisfaction
• Important to find out how each attribut
e performance impacts on satisfaction
• Prof. Kano pointed out that not all prod
uct/service attributes have same role in
satisfying customer needs
 Origins of the Kano Model
• Challenged traditional Custo
mer Satisfaction Models that
More is better, i.e. the more y
ou perform on each service at
tribute the more satisfied the
customers will be.
 Kano’s Model of Satisfaction

Product/service attributes can be classified

into three groups:
1. Basic attributes/dissatisfiers/Must-have
2. Performance/one-dimensional attribute
s
3. Exciting attributes/satisfiers/Attractive
Basic Attributes/Dissatisfiers
• Minimum required features that custome
r naturally expect from a product/service
• Not able to elicit satisfaction but can prod
uce dissatisfaction when not fulfilled
• ex. Punctuality and safety of airline
Performance/One-dimensional Attributes

• Produce both satisfaction and dissatisfacti

on depending on performance levels
• satisfaction is proportional to the level of f
ulfillment of these attributes
• ex. Gasoline consumption of a car; lower co
nsumption leads to higher customer satisfa
ction
Exciting Attributes/Satisfiers
• Produce satisfaction when delivered but c
ause no dissatisfaction if not delivered
• High performance on these has a greater i
mpact on overall satisfaction rather than l
ow performance
• ex. (unexpected) promotional offers
Three-Factor Theory
Typical Research Framework
 Kano’s Model Process
• Identify the Voice of the Customer
• Translate Voice of the Customer into Crit
ical to Quality Characteristics (CTQs)
• Rank the CTQs into three categories:
– Dissatisfier - Must be’s – Cost of Entry
– Satisfier – More is better – Competitive
– Delighter – Latent Need – Differentiator
• Evaluate Current Performance
 Kano Model
“Didn’t know I Satisfaction
wanted it but I
like it.”
Satisfier
One Dimensional
Desired Quality
Delighters
Excited Quality

Service Service
Performance Performance

Dissatisfier
Must-be “Cannot increase
Expected Quality my satisfaction, but
can decrease.”

Dissatisfaction
Thank You