Kano Model - Performance Attributes

Performance Attributes

A performance attribute is defined as a skill, knowledge, ability, or behavioral characteristic that is associated with job performance. Performance attributes are metrics on which a company bases its business aspirations. They have an explicit purpose. Companies prioritize their investments, decisions, and efforts and explain their strategies using performance attributes. These strategies can sometimes be recognized through the company’s slogans. For example Lexus’s slogan is “The Passionate Pursuit of Perfection” (reliability) and WalMart; “Always low prices. Always” (cost). In retail the focus is generally on assuring availability of products at best cost.

Performance attributes are those for which more is better, and a better performance attribute will improve customer satisfaction. Conversely, a weak performance attribute reduces customer satisfaction. When customers discuss their needs, these needs will fall into the performance attributes category. Then these attributes will form the weighted needs against the product concepts that are being evaluated. The price a customer is willing to pay for a product is closely tied to performance attributes. So the higher the performance attribute, the higher the customers will be willing to pay for the product. Performance attributes also often require a trade-off analysis against cost. As customers start to rate attributes as more and more important, the company has to ask itself, “how much extra they would be willing to pay for this attribute?” And “will the increase in the price for the product for this attribute deter customers from purchasing it.” Prioritization matrices can be useful in determining which attributes would provide the greatest returns on customer satisfaction.