Kano's Theories of Customer Satisfaction, Terminology

Kano 's model divides product quality into three parts. Regardless of whether it is notified or not, I am dissatisfied with the quality characteristics the customer expects. However, if this feature is missing, customers will feel frustty at once. For example, product quality, wallet has clean seams, leather and television defects do not have correct instructions, you can use all buttons. All of these are very important to customers. By the way, if the product does not meet customer's needs, they complain quickly so the operator can check customer's complaint through customer service center or dealer.

The Carnot customer satisfaction model categorizes service attributes based on how they perceive customers and how they affect customer satisfaction. The Kano model was developed by professor Kano Kano during the 1980s. His simple ranking scheme distinguishes between distinguished attributes and basic attributes related to customer quality concepts. The threshold attribute is the foundation of a product or service. In telecommunications, voice calling and short message service are called basic requirements. Regarding customer satisfaction, additional efforts to improve these fundamentals may reduce revenue. But without the basic necessities, there will be strong discontent.

Professor N. Kano has identified several types of quality attributes that influence customer satisfaction in the theory of customer satisfaction. He discussed the importance of fundamental, excitement, and performance factors as three attributes directly related to customer satisfaction. He stated that the basic factor indicates that even if not satisfied, the minimum requirement of the product leads to dissatisfaction, but satisfaction does not lead to customer satisfaction. The exciting element tends to cause customer satisfaction when it is met, but it does not cause complaints even if it does not exist. If performance is high, performance factors can lead to satisfaction ... If performance is low, they can cause frustration

Professor Carnot's customer satisfaction model is a marketing and quality control approach that can be used to evaluate and build customer satisfaction and happiness. The Kano model has six types of customer quality characteristics, but the first three are related only to customer satisfaction. (Kano, 2007) If you meet these requirements you can increase customer satisfaction, but please do not cause complaints of customers unless they meet the requirements. These factors surprise customers and create satisfaction. Companies use these factors to stand out in a way superior to their competitors.