BRAND MANAGEMENTTopic: Kano’s Model

Case study: Hospital Industry

Presented by:Syndicate 10

Introduction

What is Kano’s model? Project activities in which the Kano’s

Model is useful: ☛ Identifying customer needs☛ Determining functional requirements☛ Concept development☛ Analysing competitive products

Attributes Must-be attributes Also called threshold attributes Represent basic musts or functions expected of a product/Service When present are neutral, when absent they dissatisfy consumers Performance attributes Also called ‘more is better’ attributes and one-dimensional attributes Directly linked to voiced demands of customer relative to quality and their

willingness to pay Presence enhances satisfaction while absence reduces it Linear relation to customer satisfaction the better you do the more they

like it. Surprise and delight factors Also called excitement factors and attractive attributes Satisfies latent needs Their presence increases satisfaction, their absence doesn’t decrease it Sources of differentiation Indifferent factor Is of little or no consequences Does not affect consumer decision

Kano’s Model

Hospital Industry

Case Study:

Must Be Qualities: Hospital provides perfect medical

equipment Hospital provides perfect escape

equipment Good hospital sanitation Hospital washrooms properly cleaned Appropriate temperature from air

conditioning system Empathetic service attitude of

hospital administrators Nursing staff are concerned with and

listen to patients’ demands Skilful techniques of nursing staff Nursing staff can handle and react to

emergencies Patients recover after treatment Convenient hospital parking Hospital can quickly make

improvements based on patients’ suggestions

Performance Qualities

Empathetic attitude of doctors

Doctors can patiently listen to details of patients conditions

Hospital guarantees the confidentiality of patients’ personal information

Surprise or Delight Qualities

Clear directions for each department in a hospital

Hospital provides computerized service

Hospital provides obstacle-free facilities

Empathetic service attitude of nursing staff

Empathetic service attitude of hospital volunteers

Doctors can explain the disease and its treatment in detail

Hospital provides a complete complaint channel

Hospital provides detailed information about hygiene education

Side effects do not occur when patients take medicine

Indifferent Factors:

Products often have attributes that cannot be classified according to the Kano Model.

These attributes are often of little or no consequence to the customer, and do not factor into consumer decisions

Convenient hospital transportation whether the hospital can promptly reply

to patients complaints

Thank You