Question

Professor Kano, segmented customers requirements into three groups. The one that covers basic requirements, which should always be present is referred to as:

a. Horrifiers
b. Satisfiers
c. Dissatisfiers
d. Exciters

Answer 1

In Professor Kano's model, the basic requirements that should always be present and lead to dissatisfaction when not met are referred to as dissatisfiers.

Step-by-step explanation:

In the context of customer requirements and product design, Professor Kano identified different categories of requirements that can affect customer satisfaction. Among these, the basic requirements that should always be present and are often taken for granted when met but lead to dissatisfaction when not met are referred to as dissatisfiers. These are essential features that the customer expects as a given, and their absence can significantly harm the product's perception. In contrast, features that can enhance customer satisfaction if present but do not necessarily cause dissatisfaction if absent are known as satisfiers or performance factors. Lastly, features that can highly delight customers when present because they are not expected are termed exciters or delighters. An understanding of these concepts is crucial for anyone involved in product design and customer service.