Question of the Week

What is the Kano model of customer satisfaction?

The Kano Model is a representation of the four levels of customer satisfaction: satisfaction, must be, delighters and dissatisfaction. (Source: The Quality Improvement Glossary, ASQ Quality Press, 2004, H1223.)

As companies increase efforts to gain customer loyalty, use of the model may help firms determine what services or products are most appealing (attractive) to customers.

ASQ Articles

These ASQ articles provide further information regarding the Kano theory. Remember that articles may be ordered online.

Two Decades of Using Kano's Theory of Attractive Quality: A Literature Review, Quality Management Journal, January 2008, QICID 20412

Kano's Theory of Attractive Quality and Packaging, Quality Management Journal, July 2005, QICID 20054

Identification of Customer Attractive and Must-Be Requirements Using a Modified Kano's Method: Guidelines and Case Study, Annual Quality Congress, May 2000, QICID 14097

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