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Kano Model
Quality element classification
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Objectives
Origins
Purpose
Process Model Key Elements
Methodology
Application Examples
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Origins of the Kano Model
Noriaki Kano
Professor at Tokyo Rika University
International Consultant
Received individual Deming Prize in 1997
http://images.google.com/imgres?imgurl=http://www.jsqc.org/en/inf/images/kano.jpg&imgrefurl=http://www.jsqc.org/en/inf/16aqs_cfp2e.html&h=129&w=140&sz=4&tbnid=GXSN4KxEt-KOMM:&tbnh=86&tbnw=93&prev=/images%3Fq%3Dnoriaki%2Bkano%26um%3D1&start=3&sa=X&oi=images&ct=image&cd=38/11/2019 Tqm Ss Pgdm Kano Model
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Origins of the Kano Model
Noriaki Kano Developed foundation for an approach on Attractive
Quality Creation commonly referred to as the KanoModel
Challenged traditional Customer Satisfaction Models thatMore is better, i.e. the more you perform on each serviceattribute the more satisfied the customers will be.
Proposed new Customer Satisfaction model (KanoModel) Performance on product and service attributes is not equal in the
eyes of the customers
Performance on certain categories attributes produces higherlevels of satisfaction than others.
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Key Elements
Identify the Voice of the Customer
Translate Voice of the Customer into Critical
to Quality Characteristics (CTQs)
Rank the CTQs into three categories:
Dissatisfier - Must bes Cost of Entry
SatisfierMore is betterCompetitive
DelighterLatent NeedDifferentiator Evaluate Current Performance
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Kano Model
DelightersExcited Quality
DissatisfierMust-be
Expected Quality
Didnt know I
wanted it but I
like it.
Cannot increase
my satisfaction, but
can decrease.
Dissatisfaction
Satisfaction
Service
Performance
Service
Performance
Satisfier
One Dimensional
Desired Quality
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Research
Must Bes - Focus Groups, Lawsuits andRegulations, Buzz on Internet
Satisfiers - Competitive Analysis, Interviews,
Surveys, Search Logs, Usablity Testing, CustomerForums
Delighters - Field Research,
Marketing/Branding Vision, Industrial Design,
Packaging, Call Center Data, Site Logs
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Analyze & Brainstorm
Analyze data from available sources Brainstorm list of features and functionality
Determine type of requirements: Output Requirements
Service Requirements
Kano Model Requirements Survey User Survey
Functional form vs. Dysfunctional Form How would you feel if the product had feature X?
How would you feel if the product didnt have feature X?
Kano Questionnaire Answers: I like it.
I expect it.
Im neutral.
I can tolerate it.
I dislike it.
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Example: Requirements Survey
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Example: Requirements Questionnaire
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Functional vs. Dysfunctional Comparison
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Evaluation Customer Requirements
C.R. A E O R Q I Total Grade
1 3 6 14 23 O
2 5 6 11 1 23 O
3 6 1 4 1 11 23 I
4 13 10 23 E
5 11 1 2 9 23 A
Customer Requirement is:
A: Attractive R: Reverse Q: Questionable Result
E: Expected O: One Dimensional I: Indifferent
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Plot & Diagram
Delighters
Attractive
Excited Quality
Dissatisfier
Must Be
Expected Quality
Satisfier
One Dimensional
Desired Quality
Dissatisfaction
Satisfaction
Service
Performance
Service
Performance
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Strategize
Project Selection
Lean Six Sigma
Design for Six Sigma
Organizational Strategy Dissatisfier Must bes Cost of Entry
SatisfierMore is betterCompetitive
DelighterLatent NeedDifferentiator
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Example Results
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Summary of Kano Model
Analyze and rank the voice of thecustomer data
Develop into Categories
Dissatisfier Must bes Cost of Entry
SatisfierMore is betterCompetitive
DelighterLatent NeedDifferentiator
Identify and implement strategy
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Questions
?
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References
Walder, D., (1993). Kanos model for understanding customer-defined quality.Center For Quality of Management Journal, 39, 6569.
Jacobs, R., (1997). Evaluating customer satisfaction with mediaproducts and services. European Media Management Journal, 32, 1118.
Ungvari, S., (1999). Adding the third dimension to auqlity. Triz Journal,
40, 3135. Sauerwein, E., Bailom, F., Matzler, K., & Hinterhuber, H. (1996). The
kano model: How to delight your customers. International WorkingSeminar on Production Economics, 19, 313 - 327
Zultner, R.E. & Mazur, G. H. ( 2006). The Kano Model: RecentDevelopments. The eighteenth symposium on Quality Function
Deployment.
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