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4. Indifferent attributes. The customer does not care about this feature.
5. Questionable attributes. It is unclear whether this attribute is expected by the
customer.
6. Reverse attributes. The reverse of this product feature was expected by the
customer.
The approach towards analyzing customer satisfaction was first published in an article by
KANO, N. SERAKU, N., TAKAHASHI, F. & TSUJI, S. (1984) Attractive quality and
must-be quality, Hinshitsu (Quality, the Journal of Japanese Society for Quality Control),
14, pp. 39-48.
Usage of the customer satisfaction model. Applications
Besides the obvious quality management and marketing usage, Kurt Matzler, Matthias
Fuchs and Astrid Schubert wonder in their article "Employee Satisfaction: Does Kano's
Model Apply?" (Total Quality Management & Business Excellence, November-December
2004) whether Kano's model on customer satisfaction factors is also relevant to describe
employee satisfaction. Since employees can be perceived as internal customers. They
reach the conclusion that Kano's theory is indeed useable for internal customers analysis
as well.
Kano developed a questionnaire to identify the basic, performance and excitement factors
as well as the other three additional factors.
1. For each product feature a pair of questions is formulated to which the customer
can answer in one of five different ways.
2. The first question concerns the reaction of the customer if the product shows that
feature (functional question);
3. The second question concerns the reaction of the customer if the product does
NOT show this feature (dysfunctional question).
4. By combining the answers all attributes can be classified into the six factors.
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