What is the Kano model?
The Kano model was developed by the former Japanese professor Noriaki Kano (* 1940) in 1978. It was used to systematically record customer satisfaction. It was based on the realization that satisfaction does not arise immediately just because there are no reasons for dissatisfaction. Kano therefore defined factors that influence customer satisfaction.
The basic features (expected requirements) are fundamental saudi arabia phone number list and self-evident for the customer in the B2B sector. They are not explicitly stated, but rather assumed. Their presence does not generate satisfaction. However, if they are missing, dissatisfaction arises.
The next level is performance characteristics (normal requirements) that the customer explicitly demands. They are used as a decision criterion or in performance comparison. The more and the better the performance characteristics are fulfilled, the higher the satisfaction.
In contrast, delightful requirements are not expected. Their absence does not lead to dissatisfaction. However, if they are present, they can lead to disproportionate satisfaction and enthusiasm. They identify and thus ensure differentiation from the competition.