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Kano Analysis

Kano analysis aims to differentiate potential customer satisfaction from a product, service or process feature into:

  • Must-be
  • One dimensional
  • Attractive
  • Indifferent
  • Reverse

 

Kano analysis achieves this through customer answers to pairs of survey questions:

  • (positive, functional question) How would you respond if this feature were in the product, service or process?
  • (negative, disfunctional question) How would you respond if this feature were not in the product, service or process?

Example

(A vacuum cleaner)

Positive question : If the vacuum cleaner has an electric cable reel (instead of a manual reel), how would you feel about the cleaner?

Negative question : If the vacuum cleaner did not have an electric cable reel (instead of a manual reel), how would you feel about the cleaner?

  1. It must be that way
  2. I like it that way
  3. I am neutral
  4. I can live with it that way
  5. I dislike it that way

Analysis

Survey answers are counted as pair-responses.  A matrix shows how each pair response corresponds to a satisfaction category.

Functional question

Disfunctional question

(1) Must be

(2) Like

(3) Neutral

(4) Live with

(5) Dislike

(1) Must be

Q

A

A

A

O

(2) Like

R

I

I

I

M

(3) Neutral

R

I

I

I

M

(4) Live with

R

I

I

I

M

(5) Dislike

R

R

R

R

Q

Note: A: attractive; M: must be; O: one dimensional; Q: questionable; R: reverse

For example:

Product Requirement:

Electric Cable Reel

Percentage of replies

A

O

M

I

R

Q

Total

Category

53.9

28.2

7.4

8.4

0.3

1.8

100

A

Extent of satisfaction =
Extent of dissatisfaction =

Interpretation of results

The positive CS-coefficient ranges from 0 to 1; the closer the value is to 1, the higher the influence the feature would have on customer satisfaction. (Example: 0.82)

For negative CS-coefficient, if it approaches -1, the influence on customer dissatisfaction would be especially strong if the analysed product feature were not fulfilled. (Example: -0.36)

Example Summary

The presence of an electric cable reel on a new vacuum cleaner (instead of a manual reel) would lead to more than proportional satisfaction.

It is an attractive feature.

 

 

Application References

"Capturing the customer’s voice, the centerpiece of strategy making", S.K. Bhattacharyya; Zillur Rahman, European Business Review, Vol. 16 No. 2, 2004, pp. 128-138

"Citizens' Role in Health Services: Satisfaction Behaviour: Kano's Model, Part 1", Antoni Corbella Jane, Salvador Maturana Dominguez. Quality Management in Health Care. Frederick: Jan-Mar 2003. Vol. 12, Iss. 1; p. 64

"Citizens' Role in Health Services: Satisfaction Behaviour: Kano's Model, Part 2", Antoni Corbella Jane, Salvador Maturana Dominguez. Quality Management in Health Care. Frederick: Jan-Mar 2003. Vol. 12, Iss. 1; p. 72