KANO model: how to satisfy customers?

• Journal: Global Academic Society Journal: Social Science Insight, Vol. 4, No. 12, year 2011, pp. 14-25.
• Author(s): Ieva Gailevičiūtė
• Category: Social Science Insight I
• Keywords: customer satisfaction, kano model, classification of requirements

Abstract

This paper presents how service or product requirements can be analysed by using Kano model and discusses the potential benefits that can be achieved by applying this approach to skis industry. According to the Kano model, service/product features chould be classified into three classes depending on their ability to create customer satisfaction or cause dissatisfaction: must-be, one-dimensional and attractive requirements. This study suggests that Kano model can to identify the most important customer service/product elements, and to distinguish the differences between customer groups.