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Pricing and Retail Definitions for eCommerce

Kano model

Category/tag: Marketing

Added 19.09.2022

The Kano model was developed by Noriaki Kano and describes how customer satisfaction with products or services is related. Product characteristics are clustered into three categories: Basic characteristics (basic requirements), performance characteristics (performance requirements) and enthusiasm characteristics (enthusiasm characteristics). The background to the model is the assumption that, in addition to the presence of basic features and performance features, customer satisfaction can be disproportionately increased by enthusiasm features in particular.