Metoda Kano w analizie satysfakcji klienta
KANO METHOD IN THE ANALYSYS OF COSTUMER SATISFACTION
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Concept of quality, verbalized by customers, is vague and often contradictory. However, properly conducted analysis can specify the quality criteria and define customer requirements, which can be presented on two-dimensional diagram, and create a clear map of preferences. One of the basic assumptions of the Kano model is the variability of the customers' requirements in time. With the passing of time and copying the attributes of the product by competing companies, so called "stunning" factors become common, turn into expected attributes, then the desirable factors, and in the final phase the discouraging factors. Because of competitive pressure and its ability to imitate, it is necessary for company to improve products and services, and its survival in the marketplace and success depend on the ability to explore the unconscious needs of customers and convert them to the characteristics of their products. Description of the needs and expectations of customers in terms of Kano model provides a lot of information to draw valuable conclusions related to marketing analysis. This article presents the approach to the analysis of data on customer satisfaction that allows the classification of satisfaction criteria in terms of Kano analysis, and acting as an effective and efficient evaluation of product attributes that directly affect customer satisfaction.
- Politechnika Gdanska, Wydzial Zarzadzania i Ekonomii, Katedra Zarzadzania Jakoscia i Towaroznawstwa, ul. Narutowicza 11/12, 80-233 Gdansk, Poland, Piotr.Grudowski@zie.pg.gda.pl
- TZ SKOK SKA, Legionow 126, 81-472 Gdynia, Poland, Jaroslaw.email@example.com
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