Which model categorizes product attributes into basic, performance, and delight factors?

The Kano Model is an effective framework for understanding customer satisfaction and how different product attributes influence their perceptions. This model categorizes product features into three main types: basic factors, performance factors, and delight factors.

Basic factors are the essential attributes that customers expect in a product. If these features are absent or inadequate, customers will be dissatisfied. However, their presence does not significantly increase satisfaction because they are seen as the minimum standard.

Performance factors, on the other hand, are attributes that customers explicitly desire and that directly relate to the product's performance. These factors influence customer satisfaction in a linear manner; the better these features perform, the higher the customer satisfaction.

Delight factors, also known as excitement attributes, are unexpected features that can significantly enhance customer satisfaction when present. However, their absence doesn’t cause dissatisfaction because customers do not expect them, making them a pleasant surprise when experienced.

This classification helps businesses prioritize their product development efforts and tailor their marketing strategies to enhance customer satisfaction. The clarity provided by the Kano Model allows companies to discern which features are crucial for maintaining basic satisfaction and which can differentiate them in a competitive market by creating excitement among consumers.