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Kano Model of Customer Satisfaction

Part 5. Product Innovation and Management

  1. Barry L. Bayus

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05054

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Bayus, B. L. 2010. Kano Model of Customer Satisfaction. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of North Carolina at Chapel Hill, Chapel Hill, NC, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

The Kano model is an approach for identifying the types (priorities) of consumer needs that are related to preferences. The types of needs include basic needs, performance needs, and exciting needs. The Kano model highlights the idea that consumer needs are dynamic and evolve over time.

Keywords:

  • customer needs;
  • delighters;
  • exciting needs;
  • quality function deployment;
  • affinity diagram