Kano Analysis on Messenger
This analysis is made from 20 respondents who answered about what they feel about the different
features of the messenger.
KANO EVALUATION TABLE
Functional Dysfunctional Question
Question Like Must-Be Neutral Live With It Dislike
Like Questionable Attractive Attractive Attractive One-Dimensional
Must-Be Reverse Indifferent Indifferent Indifferent Must-Be
Neutral Reverse Indifferent Indifferent Indifferent Must-Be
Live With It Reverse Indifferent Indifferent Indifferent Must-Be
Dislike Reverse Reverse Reverse Reverse Questionable
Erin MacDonald et al., 2006; Hueiju Yu & Hsien-Tang Ko, 2012; Kurt Matzler et al., 1996; Berger et al., 1993
Attractive (A)- These requirements are key to customer satisfaction and are considered delighters.
The fulfillment of these requirements brings more than proportional satisfaction, but they do not
bring dissatisfaction if they are not met.
One-dimensional (O)-Customer satisfaction is proportional to the level of requirements fulfilled. The
higher the level of fulfillment, the higher the customer satisfaction.
Must-be (M)- These represent the basic criteria for a product as determined by customers. If these
requirements are not present or are insufficient, customers are extremely dissatisfied.
Indifferent (I) – These attributes refer to aspects that are neither good nor bad and they do
not result in either customer satisfaction or customer dissatisfaction
Reverse (R) – These are features that when present cause dissatisfaction, and when absent cause
satisfaction
Questionable (Q)- signifies that either the question was phrased incorrectly or the customer
misunderstood the question. Customer may have selected a wrong answer by mistake.
REASON FOR CHOOSING THE FEATURES
The features included in this study are sending a text message and calling family and friends, which
are the primary purpose of the messenger. The dark mode and different chat themes are not a
primary purpose but attract people because they add aesthetics to the messenger. Lastly, reacting
to messages using emojis and chat rooms are recent upgrades of messenger to add excitement
when interacting with different people.
RESPONDENTS
Name Initial: CMG
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: EGB
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: SEG
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: JLP
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: ELMP
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: KIB
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: MRB
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: DM
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: KNMA
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: JKB
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: KTB
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: JOR
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: AA
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: ADL
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: AMB
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: KMB
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: KMGP
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: MB
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: KMM
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Name Initial: RAS
YOUR REPLY
PRODUCT FEATURES
A O M I R Q
1 sending text message 1
2 calling family and friends 1
3 dark mode and different chat themes 1
4 reacting to messages using emojis 1
5 chat room 1
Product: Messenger
FREQUENCY TABLE
FREQUENCY
PRODUCT FEATURES
A O M I R Q
1 sending text message 11 3 1 5 0 0
2 calling family and friends 7 4 1 8 0 0
3 dark mode and different chat themes 8 5 4 1 2 0
4 reacting to messages using emojis 7 8 2 3 0 0
5 chat room 2 7 0 9 1 1
PERCENTAGE TABLE
PERCENTAGE
PRODUCT FEATURES TOTAL
A O M I R Q
1 sending text message 0.55 0.15 0.05 0.25 0 0 1
2 calling family and friends 0.35 0.2 0.05 0.4 0 0 1
3 dark mode and different chat themes 0.4 0.25 0.2 0.05 0.1 0 1
4 reacting to messages using emojis 0.35 0.4 0.1 0.15 0 0 1
5 chat room 0.1 0.35 0 0.45 0.05 0.05 1
KANO CATEGORY CLASSIFICATION
PRODUCT FEATURES %Satisfaction %Dissatisfaction KANO CATEGORY
1 sending text message 70.00% -20.00% Delighter / Attractive
2 calling family and friends 55.00% -25.00% Delighter / Indifferent
3 dark mode and different chat themes 72.22% -45.00% Delighter / Attractive
4 reacting to messages using emojis 75.00% -50.00% Delighter / One-Dimensional
5 chat room 50.00% -36.84% Delighter / Indifferent
Based on the result of the Kano Analysis, all five(5) features selected for this analysis are
categorized as delighter. However, the sending text message, dark mode, and different chat
themes were classified as attractive features. Meanwhile, the respondents felt indifferent to
the features, the calling family and friends, and the chat room. Lastly, the reactions to
messages using emojis features were classified as one-dimensional.
Therefore, the best two features of the messenger are sending a text message with a
70.00% satisfaction rate, which is the primary purpose of the messenger. The second one is
the dark mode and different chat themes with a 72.22% satisfaction rate, which is not a
primary feature but gives the respondents high satisfaction.
KANO MODEL
