The Kano Model

Whitepaper: How does the Kano Model help analyzing customers’ needs?

Whitepaper The Kano Model

Format: PDF
Pages: 3
Filesize: 608 KB

About the content

The Kano Model describes the connection between customer satisfaction and the realization of customer requirements. Noriaki Kano, professor (emeritus) of Tokyo University of Science, developed a model for customer satisfacton in 1978, known today as the Kano Model. He determined 5 characteristics of customer requirements:

  • Threshold attributes (Must-be qualities). These attributes are taken for granted when fulfilled but result in dissatisfaction when not fulfilled. Customers expect these attributes and view them as basic; it is unlikely that they are going to tell the company about them when asked about quality attributes.
  • Performance attributes (One-dimensional qualities). These attributes result in satisfaction when fulfilled and dissatisfaction when not fulfilled. These are attributes that are spoken and the ones in which companies compete. If they are excelled customer satisfaction increases accordingly.
  • Excitement attributes (Attractive qualities). These attributes provide satisfaction when achieved but do not cause dissatisfaction when not fulfilled. They are not normally expected and thus often unspoken.
  • Indifferent qualities. These aspects are neither good or bad and have no effect, positive or negative, on customer satisfaction.
  • Reverse qualities. If these aspects exist they lead to dissatisfaction; if they do not exist they do not lead to satisfaction.

It is not possible to deduce an overall satisfaction level from the Kano Model.

Get your download-link here:

We will send a download-link to your email-address. Therefore please enter a valid email-address, your first and last name and that’s it:

  • Privacy policy
  • * Please enter all marked fields as they are used to send you the download-link for your request.
  • This field is for validation purposes and should be left unchanged.

Table of contents

What is the Kano Model? 1
The origins of the Kano Model 2
Why is the Kano Model important? 3
Now you know the Kano Model – so what now? 3

Pin It on Pinterest