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Kano Model

Academic Group #1
Aunkur De (PGP-12-017) Avinash Chaudary (PGP-12-018) Dattu Saripalli (PGP-12-207) Niranjan Sane (PGP-12-200) Rohith T V (PGP-12-063) Shri Harsh (PGP-12-221)

Why Kano Model Impact of Kano Model History of Kano Model How is it implemented with caselet Further steps of Kano model Redefined Kano Model Kano and I-S Model

Many experts insist that customers dont really know what they want; they have to be told.


The pursuit of customer satisfaction is more urgent when competitors catch up and are poised to surpass your company.

The Kano model is useful in gaining a thorough understanding of a customers needs. Translate and transform the resulting verbatims using the voice of the customer table that, subsequently, becomes an excellent input as the whats in a QFD house of quality.

Voice of the Customer Table (VOCT)

Use the Kano model and the voice of the customer table (VOCT) at the front end of quality function deployment (QFD).

Which products features or services can bring value to customers?

How to prioritize customer needs?

Kano Model could resolve the problem

It Invented by Dr. Noriaki Kano Quality management tool used to prioritize customer need based on how they impact customer satisfaction

Quality is not linear relation to customer satisfaction

Kano Graph

Must Haves
Represent basic musts or functions expected of a product/service


More is better Linear relation to customer satisfaction

Not Implemented Implemented

Attractive attributes Their presence increases satisfaction, their absence does not decrease it

Must Haves

Customer is indifferent whether we provide the service or not


Customer becomes less satisfied when we provide the service

Lets take an example of Airline Services

First Step Break Down to Components

In-flight telephone service

Baggage Service
Drink/Food Service Airline Services Shopping Service Safety Fast Delivery

Second Step Use Kano Questionnaire

Functional Question
Q1. If In-flight telephone service provided to you, work well, how do you feel? I like it that way It must be that way I am neutral I can live with it that way I dislike it that way

Dysfunctional Question
Q2. If In-flight telephone service provided to you does not work well, how do you feel? I like it that way It must be that way I am neutral I can live with it that way I dislike it that way

Third Step Use Kano Evaluation Table

A1. I like In-flight telephone service A2. I am neutral, If In-flight telephone service does not work well Customer needs classification Attractive attribute

Forth Step-Interpret the result

Must Haves
Safety Baggage service

Fast Delivery Drink/Food service

In-flight telephone service Shopping Service

Refined Kano Model


High Value-Added Highly attractive

Less attractive

Must Have category is divided into Low Value-Added Critical attributes Necessary attributes Satisfiers category is divided into High Value-Added attributes Low Value-Added attributes Delighters category is divided into Highly attractive attributes Less attractive attributes

Not Implemented




Importance Satisfaction Model

Retention of customers requires that performance in these attributes are continued

To be improved
The company must focus on these attributes and make improvements accordingly

If the company needs to cut costs, these are the attributes that can be eliminated without significant negative impact on customer satisfaction

The company does not need to worry about these attributes because these have less impact on quality-evaluation process

Kano and I-S Models


Low-Value Added

High Attractive

Low Attractive

High Value Added