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The Kano model was developed by Noriaki Kano. It classifies the attributes of a product into three groups.

1. Basic or Threshold Attributes.

  • Customers assume that these attributes will be present.
  • If they are not present, or are of low quality, customers will be dissatisfied.
  • If they are present, customers' satisfaction will not increase.

Example: the valve stem on a car's wheel.

2. Performance / Linear Attributes.

  • The customer's satisfaction is directly related to the attribute.
  • Higher quality means more satisfaction; lower quality means less satisfaction.

Example: Gas mileage for a car. The farther the car goes, the happier the customer.

3. Exciters or Delighters.

  • Customers don't expect these attributes, but they increase satisfaction.
  • If they are missing, customers are not more dissatisfied.
  • If they are present, customers are more satisfied.

Example: CD changer in an economy car.

The point of the Kano analysis is to determine which attributes of a product are most important to provide with good quality.


References

http://www.qualitygurus.com/courses/mod/forum/discuss.php?d=5539(external link)
http://www.qualitygurus.com/courses/mod/forum/discuss.php?d=11799(external link)

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