Kano model

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The Kano model is a theory of product development developed in the 80's by Professor Noriaki Kano which classifies customer preferences into five categories:

  • Attractive
  • One-Dimensional
  • Must-Be
  • Indifferent
  • Reverse

These categories have been translated into English using various different names (delighters/exciters, satisfiers, dissatisfiers, etc.), but all refer to the original articles written by Kano.


Satisfaction drivers terminology[1]
Author(s) Driver type 1 Driver type 2 Driver type 3 Driver type 4
Herzberg et al. (1959)[2] Hygiene Motivator
Kano (1984)[3] Must-be Attractive One-dimensional Indifferent
Cadotte and Turgeon (1988)[4] Dissatisfier Satisfier Critical Neutral
Brandt (1988)[5] Minimum requirement Value enhancing Hybrid Unimportant as determinant
Venkitaraman and Jaworski (1993)[6] Flat Value-added Key Low
Brandt and Scharioth (1998)[7] Basic Attractive One-dimensional Low impact
Llosa (1997[8], 1999[9]) Basic Plus Key Secondary

The Kano model offers some insight into the product attributes which are perceived to be important to customers. The purpose of the tool is to support product specification and discussion through better development team understanding. Kano's model focuses on differentiating product features, as opposed to focusing initially on customer needs (as used in the Klein grid model). Kano also produced a methodology for mapping consumer responses to questionnaires onto his model.

Quality Function Deployment (QFD) makes use of the Kano model in terms of the structuring of the Comprehensive QFD matrices. Mixing Kano types in QFD matrices can lead to distortions in the customer weighting of product characteristics. For instance, mixing Must-Be product characteristics --such as cost, reliability, workmanship, safety, and technologies used in the product--in the initial House of Quality will usually result is completely filled rows and columns with high correlation values. Other Comprehensive QFD techniques using additional matrices are used to avoid such issues. Kano's model provides the insights into the dynamics of customer preferences to understand these methodology dynamics.

[edit] See also

[edit] References

  1. ^ Bartikowski, B., Llosa, S. (2003). Identifying Satisfiers, Dissatisfiers, Criticals and Neutrals in Customer Satisfaction. Working Paper n° 05-2003, Mai 2003. Euromed - Ecole de Management. Marseille.
  2. ^ Herzberg, F., Mausner, B., Snyderman, B.B. (1959), The motivation to work, 2nd ed., New York.
  3. ^ Kano, N. (1984), Attractive quality and must-be quality, The Journal of the Japanese Society for Quality Control, April, pp. 39-48.
  4. ^ Cadotte, E.R., Turgeon, N. (1988), Dissatisfiers and satisfiers. Suggestions from consumer complaints and compliments, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 1, pp. 74-79.
  5. ^ Brandt, D.R. (1988) How service marketers can identify value-enhancing service elements, The Journal of Services Marketing, Vol. 2, No. 3, pp. 35-41.
  6. ^ Venkitaraman, R.K, Jaworski, C. (1993), Restructuring customer satisfaction measurement for better resource allocation decisions: an integrated approach, Fourth Annual Advanced Research Techniques Forum of the American Marketing Association, June.
  7. ^ Brandt, D.R., Scharioth, J. (1998), Attribute life cycle analysis. Alternatives to the Kanomethod, in 51. ESOMAR-Congress, pp. 413-429.
  8. ^ Llosa, S. (1997), L’analyse de la contribution des éléments du service à la satisfaction: Un modèle tétraclasse, Décisions Marketing n°10, pp. 81-88
  9. ^ Llosa, S. (1999), Contributions to the study of satisfaction in services, AMA SERVSIG Service Research Conference 10-12 April, New Orleans, pp.121-123

[edit] External links

  • See [1] for a Kano diagram showing these categories or check out this effective 8 minute animated tutorial which describes the Kano Model in great detail with examples.
  • A tutorial: [2],
  • A collection of Kano model articles: [3]
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