How to delight your customers

Abstract

Asks which product qualities are decisive for the satisfaction of the customer and which features merely prevent dissatisfaction. Proposes Kano’s model of customer satisfaction for answering these questions and for drawing conclusions for the management of product development. In his model, Kano distinguishes between three types of product requirement which influence customer satisfaction in different ways when met: must‐be requirements, which are basic criteria of a product ‐ if these requirements are not fulfilled, the customer will be extremely dissatisfied; one‐dimensional requirements, where customer satisfaction is proportional to the level of fulfillment, the higher the customer’s satisfaction and vice versa; and attractive requirements, which are the product criteria which have the greatest influence on how satisfied a customer will be with a given product. Attractive requirements are neither explicitly expressed nor expected by the customer.

Study of Customer Satisfaction in the Banking Sector in Libya

“…In addition, satisfied customers are often characterized as less-price sensitive and they are more partial to spend more on the products they have tried and tested before. Moreover, stability in business relations is also beneficial where the positive quality image minimizes the cost for a current customer (Matzler, et al, 1996) [8].…”

Atributos críticos de satisfação em serviços de arquitetura: visão do cliente × visão do arquiteto

“…Apesar de amplamente utilizada, a matriz de importância e desempenho tem como pressupostos a independência entre essas duas dimensões e que o desempenho dos atributos influencia de forma linear a satisfação dos clientes. Estes pressupostos podem levar a decisões errôneas na hora de se identificar oportunidades de melhoria (HUISKONENN; PIRTILLÄ, 1998) O Modelo Kano de Qualidade Atrativa e Obrigatória (KANO et al 1984;BERGER et al, 1993;MATZLER et al, 1996) No eixo x é plotado o gap positivo, dado pela subtração da satisfação atual com o atributo da satisfação esperada com a suficiência do atributo (situação desejada -atual). A importância declarada é plotada no eixo y. Foi escolhida a importância declarada pelo fato de ela permitir uma melhor visualização dos atributos atrativos, que tendem a ter baixa importância declarada (SAUERWEIN, 1999;SILVEIRA, 2007).…”

Service recovery in higher education: Does national culture play a role?

“…The more or less an attribute fulfils the requirements, the more or less individuals are satisfied. Attractive quality elements, or excitement factors are attributes that make individuals very satisfied or even delighted (Matzler, Hinterhuber, Bailom & Sauerwein, 1996), if the product or service or behaviour achieves these factors fully.…”

“…For instance, if a student answered "I like it that way," to the functional form of a question -and answered "I am neutral," or "I can live with it that way," to the dysfunctional form of the question, then the combination of these questions in the evaluation table produced category A, indicating that the attribute is an attractive or excitement factor to the student. Beside the three categories relevant for our analysis (basic, performance and excitement factors), the evaluation table also allows the classification of requirements as indifferent, reverse or questionable (Matzler et al, 1996). Reverse features are those features that are not wanted by the student and they lead to actual dissatisfaction if present (Matzler et al, 1996).…”

“…47% were male and 53% were female students at a university in the UK and 71% were male and 29% were female students at a university in Bangladesh. Using an evaluation table originally developed by Kano (1984), the attributes were then classified as recommended in Berger et al (1993) and Matzler et al (1996). The combination of the functional and dysfunctional forms of the question in the evaluation table led to different categories of requirements.…”