Kano, Seraku, Takahashi, and Tsuji (1984) developed a model which has been used by others to categorize
the attributes of the product or service based on how well they are able to satisfy customer requirements, for
example, King (1995), CQM (1993), Clausing (1994), and Cohen (1995). As Fig. 1 shows, the extent to which a
quality element is provided is indicated on the x-axis. The further the arrow moves towards the right, the
greater the extent to which the quality element is provided, while the further the arrow moves towards the left,
the less the left, the less the extent to which the quality element is provided. Customer satisfaction is indicated
on the y-axis. The higher the arrow, the higher customer dissatisfaction will be; on the other handle the lower
the arrow, the higher customer dissatisfaction.