ABSTRACT
The Kano model is used to gain an understanding of a customer’s needs. It is a useful tool in the following activities:
• New product development • New service development • Continued product improvement • Determining market strategies
General
The model is plotted in two dimensions:
• Degree of implementation along the horizontal axis: • Low is “not done” • High is “fully implemented”
• Degree of satisfaction along the vertical axis: • Low is “dissatisfied” • High is “satisfied”
The elements of the plot include:
• Attractive: Customers are satisfied when achieved fully, but do not cause dissatisfaction when not fulfilled. These are attributes that are not normally expected. For example, a car door includes a light to illuminate the ground when opening it at night. These types of delighters are not often identified by customers.
