# 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