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KANO MODEL

DR TRIPTI DHOTE FACULTY- BRAND MANAGEMENT

THE KANO'S MODEL.


Invented by Dr. Noriaki Kano. A model to highlight how customers perceive quality. It Is a quality measurement tool used to prioritize customer needs based on how they impact customer satisfaction . Based around the level of achievement compared to the level of customer satisfaction . Affect future purchasing decisions Strategically guides design decisions

The Kano model is a theory of product development and Customer Satisfaction developed in the 1980s by Professor Noriaki Kano which classifies customer preferences into five categories:

Attractive (unspoken Delight) One-Dimensional (spoken) Must-Be (Basic/ Granted) Indifferent (neither good nor bad) Reverse ( all customers not alike)

The Kano model describes the relationship between customer satisfaction and performance of a product or service. This relationship differs between the three categories

Threshold Attributes Performance Attributes Excitement Attributes

. PRODUCT FEATURES DIVIDED INTO 3 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. Also called as threshold attributes. Represent basic musts or functions expected of a product/service When present are neutral, when absent dissatisfy consumers

3.Attractive attributes (Excitement) Absence does not cause dissatisfaction, but achievement can lead to customer delight. Surprise and delight factors Also called excitement factors and attractive attributes Satisfies latent needs, Their presence increases satisfaction, their absence does not decrease it Source of differentiation

2) One dimensional attributes (Performance): Result in customer satisfaction when fulfilled and dissatisfaction when not fulfilled.

Also called more is better attributes and one-dimensional attributes Directly linked to voiced demands of customer relative to quality and their willingness to pay Presence enhances satisfaction while absence reduces it Linear relation to customer satisfaction - the better you do the more they like it!

An attribute will drift over time from Exciting to performance and then to essential. The drift is driven by customer expectations and by the level of performance from competing products. For example mobile phone batteries were originally large and bulky with only a few hours of charge. Over time we have come to expect 12+ hours of battery life on slim lightweight phones. The battery attributes have had to change to keep up with customer expectations.

Attributes placed on model change over time

HOTEL
a bed and a bath is considered basic requirements. Putting extra effort into improving these basics might yield diminishing returns, in terms of customer satisfaction. However, if any of the basic necessities are missing, it will produce strong customer dissatisfaction. In the hotel customer satisfaction context, the cleanliness of the room, speed of room service, and helpfulness of staff would all be considered performance attributes. Spa in Hotels provide the customer with premium creams, lotions and body products, upon arrival - excitement. Welcome drink, complimentary breakfast.

Over time, excitement attributes are added to more and more competing products and services, and become mainstream performance attributes. Over more time, some performance attributes become threshold attributes, as the marketing of products and services strive to keep ahead of the competition.

KANO'S MODEL: HOW IT WORKS


Develop a questionnaire Test the questionnaire Administer the questionnaire to customers Process the results Analyze the results

KANO MODEL : CUSTOMER SATISFACTION SURVEYS


When developing your Customer Satisfaction Survey, the three attributes are critical points to consider and review when determining the specific questions and level of detail in your questionnaire.

Excellent

Good

Average

Fair

Poor

Customer Service Survey Tell us what you think...

Staff was available in a timely manner.

Staff greeted you and offered to help you.

Staff was friendly and cheerful throughout. Staff answered your questions. Staff showed knowledge of the products/services. Staff offered pertinent advice.

Staff was courteous throughout.


Staff was thorough in their presentation of product/services. Overall, how would you rate our customer service? .

What do you think was best about our CS? How can we improve on our CS ? Would you like to recommend some staff person? Thanks for taking time out to answer our survey?