Page 120 - The Handbook for Quality Management a Complete Guide to Operational Excellence

oritaki Kano modeled the relationship between customer satisfac-
tion and quality shown in Fig. 6.1. The Kano model shows that
Nthere 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 dis-
satisfied; 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 satisfied customer.
The expected quality line represents those expectations that customers
explicitly consider, for example, the length of time spent waiting in line at
a checkout counter. The model shows that customers will be dissatisfied if
their quality expectations are not met; satisfaction increases as more
expectations are met.
The exciting quality curve lies entirely in the satisfaction region. This
is the effect of innovation. Exciting quality represents unexpected quality
items. The customer receives more than he or she expected. For example,
Cadillac pioneered a system where the headlights stay on long enough for
the owner to walk safely to the door.
Competitive pressure will constantly raise customer expectations.
Today’s exciting quality is tomorrow’s basic quality. Firms that seek to lead
the market must innovate constantly. Conversely, firms that seek to offer
standard quality must constantly research customer expectations to deter-
mine the currently accepted quality levels. It is not enough to track com-
petitors since expectations are influenced by outside factors as well. At one
time, now relatively ubiquitous features like stereo radios or more recently
airbags in automobiles were considered luxury items.
Clearly, understanding the customers’ current expectations and excite-
ments is a continuing activity. Unfortunately, broad markets typically have
many types of customers, with different needs and expectations.

107

06_Pyzdek_Ch06_p105-128.indd 107 11/9/12 5:09 PM