Professor Noriaki Kano discovered Kano model to determine customer satisfaction based on four identifiers. The identifiers are the Basic/ Threshold (or Must be) attributes, the Performance (Linear or One-dimensional )attributes, the Exciters or Delighters (Attraction) attributes and the Indifferent attributes. These identifiers can be used to measure customer satisfaction of product as well as services. The identifiers are arranged according to priority in the ascending order as M>O>A>I.
Any manufacturers or service providers’ measure consumer satisfaction of product or service features according to the above order of importance or priority.
The features of the product and/or services are categorized under the above mentioned identifiers to measure customer satisfaction and arrive at decisions regarding introduction of new features, extension and/or enhancement of some features and other things. The features under each category is measured by developing a matrix having a functional and its corresponding dysfunctional attribute and based on consumer response, they are mapped in to matrix to get the desired result.
The Basic or threshold attributes are the ones which should be there for the product or service to make a market entry. For example, the basic attributes for hospital services is quality doctors and standard equipments and many others.
The Performance attributes are the ones which increase the satisfaction of the customers as new services or features are added. For example, music system and air-conditioning facility in cars increases consumer satisfaction beside the basic attributes of car like speed, mileage and others. But once these factors are removed from the products or services, leads to considerable dissatisfaction among the consumers. So while adding these features, the manufacturer or service provider must be sure of possessing skills and resources for continuing with the attribute.
The Attractive attributes when appended to a service or product increases the satisfaction of the consumers. Unlike performance attributes, the exciters do not affect consumer satisfaction when they are discontinued from a product or service. For example, special trains and buses during festivals which are discontinued after the festival is over.
The Indifferent attributes does not affect consumer satisfaction in any way. For example the style of inscription of company name on soap.
Completed B tech in Information Technology under West Bengal University of Technology.Currently pursuing Masters in Business Administration(MBA) from Indian Institute of Social Welfare and Business Management(IISWBM),Kolkata with marketing as major specialization and finance as minor specialization. Have penchant for blogging and broadening my learning curve. Like to explore more insight on branding and its nuances. 
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