Kano Model by Noriaki Kano

The Kano model was developed by Noriaki Kano. It classifies the attributes of a product into three groups.

1. Basic or Threshold Attributes.

  • Customers assume that these attributes will be present.
  • If they are not present or are of low quality, customers will be dissatisfied.
  • If they are present, customers’ satisfaction will not increase.

Example: clear call quality, error-free operation of the smartphone.

2. Performance / Linear Attributes.

  • The customer’s satisfaction is directly related to the attribute.
  • Higher quality means more satisfaction; lower quality means less satisfaction.

Example: Fast speed, more memory in the smartphone

3. Exciters or Delighters.

  • Customers don’t expect these attributes, but they increase satisfaction.
  • If they are missing, customers are not more dissatisfied.
  • If they are present, customers are more satisfied.

Example: facial recognition to unlock the smartphone

The point of the Kano analysis is to determine which attributes of a product are most important to provide with good quality.

 

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