Which type of features do customers prefer "the more the better" in Kano Analysis?

In Kano Analysis, performance features are those attributes of a product or service that have a direct correlation with customer satisfaction. Essentially, the more of these features that are present, the higher the satisfaction level of customers. These features are often seen as "must-haves," meaning that customers expect them to be present in a satisfying product. For example, in a smartphone, features like battery life, camera quality, and processing speed can be considered performance features; as these attributes improve, customer satisfaction typically increases accordingly.

Excitement features, while they can greatly enhance satisfaction and delight customers, are not expected and thus, their absence doesn't lead to dissatisfaction. Threshold features are the basic requirements that customers expect to be fulfilled; these are the minimum "must-have" elements for the product to be acceptable. Indifferent features do not significantly affect satisfaction levels, whether they are present or absent.

In the context of customer preferences, especially in performance features, the relationship is clear: as these features become more abundant or more refined, customer satisfaction tends to increase proportionately. This understanding is crucial for products that aim to meet or exceed customer expectations in a competitive market.