CHAPTER 6
Understanding Customer Expectations and Needs
Noritaki Kano modeled the relationship between customer satisfaction and quality shown in Fig. 6.1. The Kano model shows that there is a basic level of quality that customers assume the product will have. For example, all automobiles have windows and tires. If asked, customers don’t even mention the basic quality items; they take them for granted. However, if this quality level isn’t met, the customer will be dissatisfied; note that the entire “basic quality” curve lies in the lower half of the chart, representing dissatisfaction. Thus, providing basic quality is insufficient to create a ...
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