This theory comes from what Kano calls delighters. In the 1980’s Noriaki Kano came up with the a product framework called the Kano model.

Touchpoints come in three ways. Delighters as already mentioned, a popsicle delivered to your room, or a chocolate on your pillow. Then there are performance needs. In the case of a hotel this could be the quality of the view, or the case of an employee the basic wage, and then next is the basic needs. Using the hotel example this would be something like the air conditioning.

You complain if it does not work, but nobody writes a review about how perfect the aircon was.