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:: Kano approach book ::

In the Name of God

Introducing the training of customer satisfaction modeling using Kano approach book

Authors: Dr. Mahdi Sadeghi Shahdani, Seyyed Mohsen Tabatabaei Mazdabadi , Mahdi Alizadeh.

Published by: Kouhsar

Today advances in sciences and technologies and development of modern technologies for producing and servicing organizations have created new competitive conditions so that quality counted as the most important factor in world competition. Intensifying global competition and increasing customers’ demands for better quality attracted the attentions of companies for victory in new competitive market to produce articles with better qualities. Researches show that producing organizations in global level operated more successfully than their competitors. If producers want to improve their competitions in complicated and changing markets, they should provide customers’ demands skillfully. Such skills need producing capabilities arise from the markets exactly. Therefore, the outstanding job performance needs systematic methods to integrating suitable decisions accordant with customers’ demands.

Attracting customers’ attention is counted as one of the important criterion of measuring function quality in today’s organizations and sciences and technologies progresses impacted on its special situation greatly, therefore, analysis and categorization of customers’ demands to meet their need and also effective trainings to  effective factors in this process needs efficient model designing and counted as one of the important quality measuring models in this field.

Kano model is considered as one of the important quality measuring models. It is very important to identify the importance of quality features considering for customers since customers are the only who judge the products’ quality and organization services and evaluate the quality by several characteristics which are important in their opinions. So, the degree of importance is a significant dimension which customers consider while evaluating quality function. Although Kano model is important and has a lot of functions, it is not efficient in investigating degree of importance. Therefore, to solve this problem, Young prefers corrective Kano model. In this model degree of importance of each factor is determined.

Dr.  nouryaki Kano is the best teacher, lecturer, author and advisor in quality management field. He developed customer satisfaction model known as Kano model at the moment and he made a difference between basic, functional and motivational features with quality concepts. On the basis of his easy ranking, basic and distinctive related to quality presenting concepts revealed. He was a retired prominent professor from Tokyo Sciences University and he was teaching at Rome University 3 between 2010 and 2011 as an invited professor.

Kano and his colleagues established new satisfaction model in the recent 1970 and early 1980. Kano challenged the common belief which improvement of any of services or products’ features in a company ends in increasing customer’s satisfaction. He believes all presented services or products’ features are not equal and some of them cause much loyalty for customers. One of his famous books is total quality management guide (TQM) in service industries. He finished his studies at Tokyo Engineering University and retired after 35 years of his efforts in training and research at Tokyo University of Sciences as instructor and Associate Professor of Electro Communication University and full professor and   Head of the Department of Tokyo Management University. He was the winner of Deming prize was held by Japanese scientists and engineers :::::::union:::::::. His article was presented with the subject of “business strategies for 21st century and creating an attractive quality” and received Deming professors’ award in 1997 from America Statistic Association. Kano is selected member of America Standard Association (ASQ) and he received 2 outstanding 2002 Jack Len Caster and 2007 EL Grant medals from the association.

There are seven chapters in this book and we refer them briefly:

Chapter 1: definition of customer, types of organizations, importance of customer satisfaction and customer satisfaction measurement different explaining and comparative models

Chapter 2: philosophy and principles of appearance of the Kano model and its usages

Chapter3: analysis of customers’ voice and explanation of designing of Kano questionnaire

Chapter4: The fourth chapter is examined in three parts:

Part a: the combination of the Kano Model and explanation of extension of quality activities

Part B: explanation of relation of the Kano model and (importance-satisfaction) model

Part C: Analysis of the relation between the Kano model and customer satisfaction coefficient

Chapter 5: explanation the terms used in the Kano model and categorization of customers’ needs and demands on the basis of the corrected Kano model  

Chapter6: the study of the combination of the corrective Kano model and other qualitative and quantitative models and explanation of the corrective Kano model relation with QFD, corrective customer satisfaction coefficient and I-S Matrix.

Finally, there is a conclusion of the book.
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