Noriaki Kano

Noriaki Kano is a Japanese professor known for developing the Kano Model, a framework used to understand customer satisfaction. The model categorizes product features into five groups: basic needs, performance needs, excitement needs, indifferent needs, and reverse needs. By recognizing how different features influence customer perceptions and satisfaction, businesses can prioritize improvements and innovate effectively. The Kano Model helps organizations focus on what truly delights customers, leading to better products and services. This approach enhances customer loyalty and drives competitive advantage in the marketplace.