Figure 8.1
The four qualities: A, O, M, I in Kano’s model “CSi” represents the customer satisfaction level for five expressions, for i=1 to 5 (1-“I like it that way”; 2-“It must be that way”; 3-“I am neutral”; 4-“I can live with it that way”; 5- “I dislike it that way) (adapted from Berger et al., 1993)