What is the Kano model?

There are many models that help categorize and explain customer satisfaction in business. The Kano has been developed by a Japanese professor named Noriaki Kano over the 80's and separates customer satisfaction into five different categories based on certain characteristics of goods or services: attractive properties, one -dimensional properties, necessary qualities, indifferent qualities and reverse quality. Companies can expect different levels of sales success and repeat business based on which of these qualities most often satisfy their customers. Marketing deals with all companies that companies make sales and forgive consumers to buy their products or services. Customer satisfaction concerns what the company does to keep its customers after sale, including maintenance and support of their products. It also includes the continuing quality of the product and ATTEMPTS to obtain repeated purchases from customers.

Kano has deviated from previous modelsOr explanation of consumer behavior by suggesting that the quality and performance of products and services is in the eye of the observer. The previous idea indicated that the better every product or service, the happier the customer with this product or service. Kano and his colleagues assumed that the customer's satisfaction falls into five categories and that some product characteristics are more than others for customers and some do not matter to determine overall satisfaction.

In the Kano model is an attractive quality, which goes beyond what the customer reasonably expects to be happy with him, such as the temperature breakup on the side of the canned drink. The one -dimensional quality is the quality that ensures that the customer is satisfied when he is met and disposed, when this is not the case, for example, a package that claims to have 25 percent more content. The quality of the quality of satisfaction must be present,such as fresh or not snipping foods and beverage products. Indifferent quality does not affect customer satisfaction and reverse quality is the quality that turns off some customers when present.

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Kano model is used by product and company manufacturers to evaluate the design and performance of the product. Companies could propose customers surveys about their products based on the Kano model to see which product characteristics most influence the decision on purchase and satisfaction and which qualities not. The results of these surveys can be used to improve the existing product design and influence the design of future products.