Kano Model

[Gordon Housworth <ghidra@modulor.com>]

>Anybody have any literature citations?

We use Kano extensively and so pass along our sources, which I believe to be
current:

Kano introduced the idea of Attractive Quality in 1979.  I'm told the client
was Konica (cameras).  In the 70s Konica realized that to remain competitive
its new camera had to radically differentiate themselves from what was
available at the time, yet Konica's sales and research groups reported that
customers were asking for only minor modifications to the existing model. 

Kano stated that success was to not just listen to what customers were saying
but to develop a deep understanding of the customer's world and then address
these latent needs.  Konica staffers went to commercial photo processing labs
to examine customers' print runs, finding many failures; under/over exposure,
blurred images, etc.  Solving those shortfalls created a new feature set
common
to today's cameras: auto focus, built-in-flash, automatic film winding, etc.

I'm also told that Kano was looking to better define the QFD's 'Voice of the
Customer' so as to differentiate the needs in a priority order for
implementation.  Here's a good on-line summary of the Kano Model:

<http://www.servqual.com/ris/7.1.html>http://www.servqual.com/ris/7.1.html
Understanding Customer Requirements: Development of Metrics

The following outline describes a method for extracting different types of
customer requirements from survey information. It is based on the research and
publications of Dr. Noriaki Kano. The methodology for developing customer
requirement metrics was reported by Dr. Eva Chen in 1992.

<http://www.leadwise.com/services/seminars/attract-able/AQC.htm>http://www.
leadwise.com/services/seminars/attract-able/AQC.htm
Attractive Quality Creation (AQC)
This is a good diagram of Kano's AQC

<http://www.interactive.hut.fi/projects/ict-bp/pre_re/mo_crd.htm>http://www
.interactive.hut.fi/projects/ict-bp/pre_re/mo_crd.htm
THE MODEL AND THE CAUSAL REPRESENTATION DIAGRAM (CRD)
Kano is included here, note the lifecycle of value which your post alluded to.

<http://www.educe.demon.co.uk/Q_Customer.htm>http://www.educe.demon.co.uk/Q
_Customer.htm
Customer's Expectations
A much briefer summary

<http://www.geocities.com/Athens/5621/icq.html>http://www.geocities.com/Ath
ens/5621/icq.html
Noriaki Kano's Attractive Quality Model is briefly put in place in the TQM
orbit.  Much of what Kano-san has written in English as to do with TQM.  I
have
found few references to original Japanese source materials.

Sheila Kessler uses the Kano model to define the tools needed in "Measuring
and
Managing Customer Satisfaction: Going for the Gold"

<http://deming.eng.clemson.edu/pub/tqmbbs/prin-pract/perspect.txt>http://de
ming.eng.clemson.edu/pub/tqmbbs/prin-pract/perspect.txt
A perspective on quality activities in American firms. 

>From this article you can see directions in the book Kano-san edited,
"Guide to
TQM in Service Industries," Asian Productivity Organization, 1996, ISBN
92-833-1129-9


Best regards, Gordon Housworth
Intellectual Capital Group
ghidra@modulor.com
Tel:  248-626-1310
http://www.modulor.com
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