We all know that no organization or company will survive without customers, and that it is the password of an organization or its customers. Now that in the global economy, the customers represent the survival of a company, their satisfaction has been a very strategic issue in recent decades.

Today, organizations or companies seeking customer satisfaction, nationally and internationally, have a Walid position, and the main problem of companies that have a declining demand is the lack of attention to the needs and demands of the customer; and the production of goods regardless of the domination, interest and ultimately the customer satisfaction of the only source of capital, customers.

But what model can be used for customer satisfaction? In the late 1970s, Dr. No. Dr. No. V.D., of the U.S. student in Tuscany, proposed a model that is used today in the majority of customer satisfaction patterns. The Kanu model provides information about the types of customer needs and wants and their importance.

divides service or product modes according to the ability to satisfy the needs of customers into three basic, functional, and provocative categories.

The first hand, which only prevents customer dissatisfaction, does not provide satisfaction and satisfaction in the customer. Therefore the basic requirements of the product do not create a competitive advantage for the product; it is only essential and necessary. For example, the proper function of a product and its safety is from customer expectations and needs to be fundamental, so it is normal for the customer and does not lead to satisfaction, but its inappropriate function will make him unhappy.

The second hand (performance conditions) that do not satisfy them causes customer dissatisfaction and, in contrast, their complete and appropriate meeting will follow customer satisfaction and satisfaction. For example, since the proper safety and performance of the product are considered essential requirements, the right price and garnet are other than the functional requirements and makes the customer happy.

Third hand (emotional requirements) that are not considered as a requirement and requirement of customer vision at the time of the product application, and as a result of the lack of estimation of this group of qualitative requirements, it does not cause customer satisfaction, but the presentation of them in the product creates high excitement and satisfaction in the customer. For example, awarding a prize from companies to customers is not the exception of basic and functional needs, but its existence can make them happy and happy.

Kano believes that the needs that satisfy them make customers happy and excited are not expressed by the customer and is not known to the manufacturer. But listening to customer voice and paying attention to his hidden needs and desires makes them aware. Therefore, those companies are successful, listening to customer voice, in addition to basic and functional needs, recognize customer motivation needs and meet them in products and services.