Capturing the customer’s voice, the centerpiece of strategy making: A case study in banking

Abstract

For sustainable competitive advantage a firm must be able to create and retain customers. One of the necessary conditions for this is that a firm's product must be able to meet the customers' needs and wants. For product planning and development, a firm therefore needs to know what customers want from a product. Professor Kano suggests a model that helps us identify which functions or features of a product cater to the basic needs, performance needs or excitement needs of a customer. This paper discusses how Kano's model can be applied to identify how customers perceive services of a bank. The importance of Kano's model is that it involves little mathematical computation and relevant information can be obtained quickly.

Citation

Bhattacharyya, S.K. and Rahman, Z. (2004), "Capturing the customer’s voice, the centerpiece of strategy making: A case study in banking", European Business Review, Vol. 16 No. 2, pp. 128-138. https://doi.org/10.1108/09555340410524238