Insignificant features are irrelevant to (dis)satisfaction. They do not contribute to the purchase decision and are only important for a specific, small group of customers. Therefore, they are unsuitable for marketing measures.
The last class is made up of rejection characteristics. They are not required and cause dissatisfaction when they are present.
collection of data
The Kano survey is carried out using a standardized south korea phone number list questionnaire. Customer satisfaction is tested when certain features/functions are present or not present. The answers are given using a five-stage response system:
I assume so.
I don't care.
I could accept that.
That would bother me a lot.
The characteristics are not static and also subjective
It is important to note that the features can change over time. Features that excite customers can become basic features (e.g. an online payment function in a B2B shop). How quickly this habituation effect occurs depends on various factors in the B2B market. These include, for example, the competition, the features themselves and the target group.
The characteristics are also subjective. For example, a characteristic that is a performance characteristic for one person may be a rejection characteristic for another. For these reasons, it is important to carry out new surveys on a regular basis.