Kano Model of
ISYE650 Class Presentation
• Noriaka Kano, a Japanese expert in customer satisfaction
and quality management.
• A tool to predict customer/user satisfaction
• How does the Problem link to customer?
Consider a case of buying a
?How do you decide which brand to buy?
?Are you keen about basic needs or pleased with extra
• Classification of customer needs:
– Must Be : Need must be fulfilled to avoid dissatisfaction.
• Ex: Your new car comes with air conditioning
– More the Better: Higher the level of fulfillment higher
is the level of satisfaction. Also known as One Dimensional
• Ex: Fuel efficiency of a car
– Delighter (Attractive requirements): This feature is
not expected by customers, but have the greatest
influence on how satisfied a customer will be with a given
product. Hence, it does not result in dissatisfaction if not
• Ex: Receiving a new car with a 10‐year free warranty
– Indifferent: Customer does not perceive this
characteristic as a necessary, nor will this cause
satisfaction if present.
• Ex: Having car manual printed in foreign language
which he does not speak.
Figure 1: Kano’s model of customer satisfaction
(Sauerwein et al., 1996)
• Understanding the Kano Model - A Tool for
Sophisticated Designers by JARED M. SPOOL
retrieved from user interface engineering;
• THE KANO MODEL: HOW TO DELIGHT YOUR
CUSTOMERS by Elmar Sauerwein, et al., Volume I of
the IX. International Working Seminar on Production
Economics, Innsbruck/Igls/Austria, February 19-23
1996, pp. 313 -327