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Kano Model

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The Kano Model is a theory for product development and customer satisfaction that categorizes customer preferences into five distinct types. Developed by Professor Noriaki Kano in the 1980s, this model helps businesses understand how different product features affect customer satisfaction, thereby guiding prioritization decisions in requirements gathering and analysisThe five categories in the Kano Model are:1. **Must-Be Attributes (Basic Needs)**: These are fundamental features that customers expect by default. Their absence leads to extreme dissatisfaction, but their presence does not significantly increase satisfaction because they are assumed. For example, a car's brakes must function properly2. **One-Dimensional Attributes (Performance Needs)**: Features that result in satisfaction when fulfilled well and dissatisfaction when not met. These are directly proportional to customer satisfaction—the better you perform on these attributes, the more satisfied the customer will be. Speed and fuel efficiency in a car are examples3. **Attractive Attributes (Exciters/Delighters)**: Unexpected features that delight customers. They are neither explicitly demanded nor expected, so their presence creates significant satisfaction, but their absence does not cause dissatisfaction. An example could be a car with a built-in advanced navigation system4. **Indifferent Attributes**: Features that do not significantly affect customer satisfaction whether they are present or not. Customers may not care about certain aspects that hold little relevance to their needs5. **Reverse Attributes**: Features where the presence could lead to dissatisfaction for some customers. This occurs when customer preferences are diverse; what delights one customer may annoy anotherBy applying the Kano Model, businesses can prioritize requirements that not only meet basic customer expectations but also add features that enhance satisfaction and differentiate the product in the market. It encourages a balance between meeting essential needs and investing in innovative features that can provide a competitive edge. Understanding these categories helps in making strategic decisions about where to allocate resources for maximum impact on customer satisfaction.

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Question 1

According to the Kano Model, which feature category represents basic expectations that customers assume will be present, and when met, these features do not increase satisfaction but their absence causes dissatisfaction?

Correct Answer: Must-be features (Basic needs)

In the Kano Model, Must-be features (Basic needs) are fundamental requirements that customers expect as standard. These features are taken for granted when present and cause significant dissatisfaction when absent. These basic needs are essential minimums - like a car having brakes or a restaurant being clean. When present, customers rarely notice or praise these features because they are expected by default. The other options are incorrect because: Performance features are different as they provide proportional satisfaction - the better they are, the more satisfied customers become. Excitement features are unexpected elements that create delight and surprise customers positively. Linear features is an incorrect term, as the Kano Model uses 'Performance features' to describe elements where satisfaction is proportional to implementation quality.

Question 2

In the Kano Model, when a feature's presence leads to increasing customer satisfaction proportionally to its implementation level, while its absence causes only mild dissatisfaction, this feature is classified as:

Correct Answer: Performance attributes (One-dimensional)

Performance attributes (One-dimensional) features in the Kano Model are characterized by their linear relationship with customer satisfaction. When these features are implemented well, customer satisfaction increases proportionally. When they are poorly implemented or absent, customer satisfaction decreases proportionally. The other options are incorrect because: Basic needs are minimal requirements that cause significant dissatisfaction when absent but provide no additional satisfaction when present. Delighters (attractive attributes) provide exponential satisfaction when present but cause no dissatisfaction when absent. Must-be features are fundamental requirements that cause extreme dissatisfaction when absent but provide no additional satisfaction beyond a basic level when present. The key distinction of Performance attributes is their linear, proportional relationship between implementation and satisfaction levels, making them distinct from the other Kano Model categories.

Question 3

In the Kano Model, which category describes features that customers do not know they want but become highly excited when they experience them?

Correct Answer: Delighters

In the Kano Model, 'Delighters' specifically refers to features that customers haven't articulated a need for, but when they encounter them, they create excitement and delight. These are unexpected features that go beyond customer expectations and create a strong positive emotional response. The term 'Delighters' is the official terminology used in the Kano Model, making it the most accurate answer. The other options introduce incorrect terminology or combine different concepts: - 'Progressive Enhancers' is not a term used in the Kano Model - 'Satisfaction Multipliers' combines satisfaction concepts but isn't correct Kano terminology - 'Advanced Performance Features' sounds technical but isn't part of the Kano Model framework The Kano Model specifically uses 'Delighters' (also called 'Excitement needs') to describe these unexpected features that create customer delight when discovered.

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