The main idea of the
Kano model is that different types of features have different impacts on customer satisfaction, and that these impacts can change over time
- Must have features are the basic requirements that customers expect and take for granted. They do not increase satisfaction when present, but they cause dissatisfaction when absent. For example, a clean room in a hotel is a must-be feature.
- Attractive features are the ones that customers do not expect or ask for, but they are pleasantly surprised and delighted when they find them. They increase satisfaction when present, but they do not cause dissatisfaction when absent
- Performance features are the ones that customers explicitly ask for and are willing to pay more for. They increase satisfaction when present and decrease satisfaction when absent
- Negative features are the ones that customers have different preferences for. Some customers may like them, while others may dislike them. They can increase satisfaction for some customers and decrease satisfaction for others