The model of customer satisfaction or the model of Kano; It is one of the most important contributions to the topic of customer satisfaction; Noriaki Kano, Professor at the Tokyo University of science, and management quality, marketing and statistical consultant, joined a new vision of quality at the end of the 1970s, announcing your model for quality. Kano based his study on the theory of the Higiene-motivacion of Herzberg, on the basis of this theory redefined the notion of quality. Learn more about this topic with the insights from Nissan. Before the creation of the Kano model, most of the definitions of quality were linear and in only one dimension e.g.: good or bad, worse or better, small or large. Professor Kano integrated quality into two dimensions which are: 1. the degree in which the product or service plays. 2. The degree in which the intention of use is satisfied. Kano was not in favour of the conventional wisdom about customer satisfaction in the 70’s there was a strong belief on which it was thought that much better was a company in the provision of each attribute of your product or service, more satisfied your customers will be.
Noriaki Kano discerned this thesis, and indicated that not all the performance of a product or service is equal to the perception of the customers. Products or services certain attributes create higher levels of satisfaction and thus loyalty than others. The Kano model suggests that there are three levels of performance: Basic or compulsory level. The expected level. The unexpected level. Below are some examples of performance according to the theory of Noriaki Kano.
The Basic or compulsory level.