Good Services

In 1984, Professor Noriaki Kano published the ‘Kano Model’, a theory for product development and customer satisfaction. It describes three main factors: basic factors (‘Must-be Quality’) that, similar to hygiene factors, do not contribute to satisfaction but cause dissatisfaction if missing; performance factors (‘One-dimensional Quality’) that can contribute to dissatisfaction when they’re missing, but also to satisfaction when they are implemented well; and excitement factors (‘Attractive Quality’) that only contribute to satisfaction, but don’t cause dissatisfaction when they’re missing.