4. Kano Model could help to resolve problem
• It Invented by Dr. Noriaki Kano
• Quality management tool used to prioritize
customer need based on how they impact
customer satisfaction
• Quality is not linear relation
to customer satisfaction
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5. Kano Graph 1.Must Haves
•Represent basic musts or
functions expected of a
product/service
2.Satisfiers
Fully •More is better
Implemented •Linear relation to customer
Absent satisfaction
3.Delighters
•Attractive attributes
•Their presence increases
satisfaction, their absence
does not decrease it
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6. First Step-Breaks Down Components
Source:http://static.howstuffworks.com/gif/in-flight-mobile-phone-services-1.jpg 6
7. Second Step- Use Kano Questionnaire
Q1.If In-flight telephone service provided to you, work well,
how do you feel?
Q2.If In-flight telephone service provided to you, does not
work well, how do you feel? 7
8. Third Step-Use Kano Evaluation Table
A1. I like In-flight telephone service
A2.I am neutral, If In-flight telephone service does not work well
Customer needs classification Attractive attribute 8
9. Forth Step-Interpret the result
• Must Haves
– Safety
– Baggage service
• Satisfiers
– Fast Delivery
– Drink/Food service
• Delighters
– In-flight telephone service
– Shopping Service
Source:http://t2.gstatic.com/images?q=tbn:ANd9GcQ4QD4Cf84Zzxew2n4tIxE7WFf2ghMQ
9
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10. Key Take Away
• Quality is not linear relation to customer
satisfaction
• Quality attritube could be roughly divided into
“Must have”, “Satisfiers” , “Delighters”
• Kano model can prioritize customer need
based on how they impact customer
satisfaction
• Kano model can be used in judging products
and services.
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