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Kano Model Analysis

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Contents:

IntroductionConceptKano GraphWorking BenefitsDrawbacks

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Introducing the Concept

Invented by Dr. Noriaki Kano Is a quality measurement tool used

to prioritize customer needs based on how they impact customer satisfaction

Affect future purchasing decisionsStrategically guides design

decisions

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Defining the Concept

Breaks down components of a product or service in categories based on its impact on customer satisfaction.

To determine consumer priorities we develop a questionnaire to gauge willingness to pay & customer satisfaction vis a vis product attributes.

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Defining the Concept Cont.

1. Surprise and delight factorsAlso called excitement factors

and attractive attributesSatisfies latent needs, Their presence increases

satisfaction, their absence does not decrease it

Source of differentiation

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Defining the Concept Cont.

2. Performance attributesAlso 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!

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Defining the Concept Cont.

3. Must-be attributesAlso called threshold attributes Represent basic musts or

functions expected of a product/service

When present are neutral, when absent dissatisfy consumers

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Basic Kano GraphSatisfacti

on

dissatisfaction

Or Delight Factors

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Refining the Model

Earlier we said that we can break down a product’s attributes

In addition to surprise and delight factors, performance attributes and must be’s we have:

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Refining the Model Continued4. Indifferent attributes

Attributes of a product or service whose presence or absence doesn’t affect customer satisfaction

5. DissatisfiersAlso called reverse quality

attributesPresence causes dissatisfaction,

absence causes satisfactionNow, we have a new graph

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Refining the Model Continued

Satisfaction

Dissatisfaction

Indifference

Dissatisfy

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Refining the Model Cont.

We can introduce sub-categories to further quantify

We can prioritize by targeting the steeper attribute curves

Useful when financial and technical constraints raise the need for trade-offs

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Revising the model

Critical

Highly Attractive

High Value Added

Dissatisfaction

Satisfaction

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How Kano Analysis works?

Develop a questionnaireTest the questionnaireAdminister the questionnaire to

customersProcess the resultsAnalyze the results

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Evaluating the Model

BenefitsGuides decisions in quality

strategies by prioritizing customer needs

Is a useful tool for analyzing demand

Is customer focusedQuantifies satisfaction, making

effective trade-offs easier

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Evaluating the Model

DrawbacksGuides strategy but has no

forced complianceIs based on more effective

competition over qualityIs too often applied after the

fact

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Thank You