Kano's Model of Quality_edit2

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QUALITY INEDUCATION

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GROUP MEMBERS

DYMNAH@NIRWAANAH DOMINIC (807090) PHILIPPA@PETRONELLA EGING (807130)

NORAFIDAH BINTI YUSOF (807121)

NADINE WILLIAM NORMAN (807118)ALBERT ANDAU PAULUS ANDAU (807072)

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Understanding Value -

Dr. Kanos Model

Quality ? What ? Why ? How ?

Defining quality

Dr. Kanos recognize value

Va ue t e nee to in w at is measure y quality professionals by what is important.

Improvement activities , new product

introductions, - value addedQuality from the customers perspective is

defined and made measurable.

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Relationship between Performance

Characteristics & Value

Relationship between PerformanceCharacteristics (what gets measured) andvalue (customer satisfaction) is not a simple or

direct one.Are improvements result have a significant

relationship with increase in value ?

Do all improvements result in an increase invalue?

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Kanos Model / QualityCharacteristic Model

Two dimensional model relationshipbetween performance (performancemeasure) and value (customer

satisfaction). Basic tool to overcome simplistic , linear

thinking :

Relationship between what the organizationdoes and how this is perceived by thecustomer

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Kano Model of Quality

Characteristics

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Five major categories of customerrequirements in Kanos model

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Important Performance -Analysis

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Kanos Model of QualityCharacteristics

3 types of characteristics1. Basic

2 i fi r M r i B r h r ri i

3. Delighters

The characteristics depend upon the type of

expectation the customer has for the productbeing delivered.

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Kanos Model of QualityCharacteristics

Kano model defines type of expectation

t recogn zes t at t ese erences gobeyond differences in degree

They define different forms of theperformance/value equation

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Basic Characteristics Characteristicswe take for granted.

Customers dont typically mention them. E.g.:

Banking

Having accurate statement (basic characteristic) Customers dont generally thank a bank for getting their bank

balance correct (its expected)

Airline industry

Arriving at the destination alive (basic characteristic)

No kudos from customers for getting them there safely (itsexpected)

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Satisfiers (More is better

characteristics) Characteristics that customers want as opposed to

expect.

The more we deliver, the happier the customer.

Doing well allows us to create satisfied customer.

Lower price

Larger amounts

Faster delivery

Greater reliability More convenient packaging

Greater effectiveness

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Satisfiers (More is better

characteristics)Most customer and employee research is

focused on satisfier. Satisfiers:

questions about what is important

Fundamentals (basic characteristic) rarely

come to mind

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DelightersCharacteristics that represent a positive

surprise to the customer.

.

If they are not present, there is nodissatisfaction.

When delivered to customer, delighters raisesatisfaction and loyalty.

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Determining what is important to

the customer: using Kano model Kano model

provides insight into the dynamics of how people in asystem arrive at some outcome (level of satisfaction,repurchase behaviour, etc.)

y compar ng expectat ons as c, sat s ers, e g terswith experience (quality characteristic performance)

Different quality characteristics elicit differentresponses from the customer

Depending upon customers expectations relative to thatcharacteristic.

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the customer: using Kano model

Bottom line:All quality characteristics (performance

measures) are not created equal.

ey are crea e n cus omer s m nCustomer: Has different expectations for each

characteristic But different types of expectations aswell.

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When identifying quality characteristicsto measure

expectation held for that characteristicby the customer

What characteristics to be measuredWhere priorities for improvement lie

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Kano model is indispensable(important, cannot be sidelined)

makes some attempt to measure value added Useful tool to both design the measurement

system and to interpret the results

No set of performance measures shoould bedesigned without it.

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Other Applications of the Kano

Model

Originally designed to describe customer

expectations of certain characteristicsCan be used to describe other relationships as

Examining the expectations of our ownorganization for any process or product

Examining the satisfaction levels ofemployees

Examining our relationship with suppliers

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Model Examining the expectations of our own

organization for any process or product:

Organization has expectations for theproduct or process

T ese expectations can an s ou eclassified by the type of expectation held.

Is some characteristic a basic expectation or a

satisfier?What would it take to delight the

organization?

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Model Examining the satisfaction levels of

employees:

Organizations often survey employees toassess levels of satisfaction and morale.

Simp e set o questions as ing owemployees feel about their salary, benefits,hours of work, relationship with supervisor,scope of work or other variables.

This ignores the reality that employeesconsider these things differently

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Model

E.g.: Fair salary would likely be a basic

c arac er s cAllowing that employee a little more

say in how they do their jobb may be an

example ofsatisfier or delighter (insome cases).

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Model Examining our relationship with suppliers:

Suppliers have expectations of their relationshipwith us

What do they require or expect of the

What characteristics would improve therelationship?

Understanding the nature of the expectationshelps us improve levels of trust and build win-win relationship with those we depend on forour inputs.

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Beware Creeping Expectations Kano model relationship between performance as

measured and as perceived.

But things change. This is especially true withdelighters.

. . ,

delighted. But, customers expectations are also modified.

Customers come to expect those delighters.

Thus, a delighter evolves to become a satisfier or a basiccharacteristic.

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Beware Creeping ExpectationsOrganizations have to be carefulwhen

speaking of delighting the customer. Easy to delight the customer once, perhaps

even twice.

But as expectations change, organizations willneed to discuss issues ofsustainability.

Can the organization continue to deliver adelighter if it evolves into a satisfier or basiccharacteristic.

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THANK YOU

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Kano's Model of Quality_edit2

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