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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
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.
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.
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