How the customer satisfaction in function of the Kano Model is used to have a better competitive advantage within the car industry?

• Main Author: BENTZ, Hugo
• Format: Others
• Language: English
• Published: Högskolan i Halmstad 2017
• Subjects: Kano model; car industry; customer satisfaction; competitive advantage
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33445

This article has as objective, to show and analyzing how the customer satisfaction in function of the Kano Model is used to take a competitive advantage within the car industry. Some results show that the impact of the customer satisfaction surveys account for 8 to 10% of the turnover of the major European car companies. In fact, in the 5 past years, the profitability of the leaders in customer satisfaction have surpassed the laggards. Leaders had a cumulative total return of + 22.5%, the SP 500 experienced a decline of -1.3% during the same period, latecomers lost - 46.3%. Therefore, these figures demonstrate how it’s important to set up a good strategic customer listening in order to take advantage on competition.