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The Kano Model asserts that, for some customer requirements, satisfaction is proportional to the extent that the product or service is fully functional. The Kano Model shows how satisfaction rises proportionally with increases in functionality for certain characteristics, while satisfaction or dissatisfaction is affected disproportionately for other characteristics.
That is why they say that this model is "one-dimensional." A 20 percent improvement in functionality results in a 20 percent improvement in customer satisfaction. A 10 percent increase in response time results in a 10 percent increase in satisfaction. And so on.
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