The Kano Model. A Means of Analyzing Customer Desires.
What is the relationship between customer satisfaction and the characteristics of products or services?
The Kano Model describes the connection between the realization of customer requirements and customer satisfaction. It is not possible to deduce an overall satisfaction level from the Kano Model. Different customer requirements are indicated by different lines.
Excitement attributes are not expected by (potential) customers. Existing excitement attributes can lead to disproportionate satisfaction.
Performance attributes are explicitely requested by customers and have direct impact on satisfaction or dissatisfaction. Example: High fuel consumption – dissatisfied customer; low fuel consumption – satisfied customer.
The zone of indifference indicates an area in which expectations in requirements are more or less fulfilled. Outside the zone satisfaction and dissatisfaction respectively increase disproportionally.
Threshold attributes are taken for granted; customers become aware of them only if they are missing. The have no effect on satisfaction levels but can cause dissatisfaction if missing. Example: passenger-side airbag.
Over time, excitement attributes become performance attributes and subsequently threshold attributes. A good example is mobile technology or IT.