Kano Model Framework

The Kano Model Framework or Delight Attribute principle is a framework developed by Professor Noriaki Kano in the 1980s to understand customer satisfaction and prioritize product development. The Kano Model categorizes customer preferences into five distinct categories, each representing different levels of influence on satisfaction.

The Delight Attribute, also known as an Attractive Quality, refers to features that provide significant satisfaction when present but do not cause dissatisfaction when absent. These attributes are often unexpected by customers and can create a sense of delight and excitement. Examples include advanced features in a car, like a parking sensor or heated seats, or special offers and compensations in customer service.

1. Basic Needs (Must-Be Attributes): These are the fundamental features that customers expect in a product or service. If these needs are not met, customers will be extremely dissatisfied, but meeting them does not significantly increase satisfaction. Example: In a car, basic needs might include safety features like seat belts and airbags.
2. Performance Needs (One-Dimensional Attributes): These attributes directly correlate with customer satisfaction; the better these features are, the higher the customer satisfaction, and vice versa. Example: Fuel efficiency in a car; the more fuel-efficient the car, the more satisfied the customer is. Returning customers calls in a timely manner, showing up for appointments ontime.
3. Delight Attributes (Attractive Quality): Features that provide significant satisfaction when present but do not cause dissatisfaction when absent. These are often unexpected and can delight customers. Example: Heated seats in a car; customers may be pleasantly surprised by this feature.
4. Indifferent Attributes: Attributes that neither significantly increase nor decrease customer satisfaction regardless of their presence or absence. Example: The color of engine parts in a car; most customers might not care about this detail.
5. Reverse Attributes: Features that can either satisfy or dissatisfy customers depending on their preferences. What delights one customer might annoy another. Example: A car with a complex, high-tech dashboard; some customers might love it, while others find it too complicated.

By understanding and categorizing customer preferences into these five categories, businesses can prioritize their product development efforts to maximize customer satisfaction effectively.