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Kano SERVQUAL

Revised Kano Model Integrate with SERVQUAL for Choice of


Improvement Priority
1 Yu-Cheng Lee

2 Jih-Kuang Chen

3 Yi- Hsuan Peng

3 Hao-Sheng Hsiao

Associate Professor, Institute of Technology Management, Chung Hua University, 2 Student of Ph.D., Institute
of Technology Management, Chung Hua University, and 3 Student of Department of Industrial Engineering
and System Management, Chung Hua University

: Kano

SERRQUAL
Kano

: Kano SERVQUAL
Abstract: The Kano model is widely accepted and applied in many domains, but some arguments exited in
few researches, one of them, the relationship between quality attributes and customer satisfaction. Recent
researchers had paid attention to asymmetric impact of negative and positive discrepancy on overall customer
satisfaction, however, very less research has been done into the effect of quality attributes with different
characteristics on customer satisfaction. This research attempted to revise Kano model, to depict the relationship
between individual quality attribute and customer satisfaction from prospect theory viewpoint, then, proposed
the equations which conform to the nature of characteristic between individual quality attribute and customer
satisfaction, further integrate with SERVQUAL, to change the choice of improvement priority from the
conventional gap value based to the increasing degree of customer satisfaction. Finally, a sample was illustrated
to demonstrate its available and effective.

Keyword: Kano model, SERVQUAL, Service quality.

1.
Kano Matzler et al., 1996 ; Huiskonen and Pirttila , 1998 ; Pawita
and Tan, 2003 ; Matzler et al, 2004 Kurt and
Hinterhuber (1998) Kano QFD ;Tan and Pawitra (2001) Kano SERVQUAL
QFD ; Shahin (2004) Kano FMEA Kano

(SERVQUAL)

2. Kano
Herzberg M-H (Motivator-Hygiene theory)
M-H (1984)
Kano (Attractive)
(One-dimension)(Must-be)(lndifferent)(Reverse)
Kano
(Kano Two-Dimension Model) 1 Kano

1 Kano

3.
Kahneman and Tverskey (1979)

Kahneman and Tverskey


(2)
1.
Kahneman and Tverskey

2. v(x) S(concave, v(x)>0 , x>0 )(convex, v(x)<0,


x<0 )

3.

4.
Anderson and Sulivan (1993)(perceived quality)
(disconfirmation)
Mittal et al. (1998)
(HMO)
Bordley (2001) Ting and Chen (2002)

Li et al. (2002)
3

3
(Kano, 2001)
4

5.
Kano
X 5

Y
5

6.

S(g)
1. S(g) S(g) S(g) > 0(0,k)k>0
2. S(g) S(g) S(g) < 0(0,k)

S(g) = ai log(g)
ai i

(1)

S(g)
1.S(g) S(g) S(g) > 0(0,q)q<0
2. S(g) S(g) S(g) < 0 (0,q)

S(g) = mj g2

(2)

mj j

S(g)

= ak ln(g)

, if g >u

= ml g2

, if g u

(3)

ak g> u k
ml g u l
MADM AHP
S(g) D mj g2 > D ml g2 > D ai ln(g) > D ak ln(g)
ai =1ak=0.5mj=2ml=1.5 u

7.

SERVQUAL

8.
DIY SERVQUAL 22
Gap
232
6 226 2 SERVQUAL 2 1
22 ; 2 22 ;
Kano SPSS 10.0 Cronbach 0.8327 SERVQUAL

SERQUAL

Likert 0 10

Gap
:

1 17
12
5
13
17 3 2 1
12 12 13

9.

(SERVQUAL)

MADM

1.

Anderson, E.W. and Sullivan, M.W. (1993) The antecedents and consequences of customer satisfaction
for firm, Marketing Science, Vol.12, Spring, pp.125-143.

2.

Bordley, R.F. (2001) Integrating gap analysis and utility theory in service research, Journal of Service
Research: JSR, Vol.3, No.4, pp.300-309.

3.

Huiskonen, J. and Pirttila, T.(1998) Sharpening logistics customer service strategy planning by applying
Kano's quality element classification, International Journal of Production Economics, Vol.56-57, No.20,
pp.253-260.

4.

Kahneman, D. and Tversky, A. ( 1979) Prospect theory: an analysis of decision under risk,
Econometrica, Vol.47, pp.263-290.

5.

Kano, N. (2001) Life cycle and creation of attractive quality, the fourth International QMOD
Conference on Quality Management and Organisational Development, University of Linkoping,
Linkoping,.

6.

Kano, N., Seraku, N., Takahashi, F. and Tsuji, S. ( 1984) Attractive quality and must-be quality,
Hinshitsu, Vol.14, pp39-48.

7.

Kurt, M. and Hinterhuber, H.H. (1998) How to make product development projects more
successful by integrating Kanos model of customer satisfaction into QFD, Technovation,
Vol.18, No.1, pp.25-38.

8.

Matzler, k., Fuchs, M. and Schubert, A.K. (2004) Employee satisfaction: does Kanos model apply,
Total Quality Management, Vol.15, No.9-10, 1179-1198.

9.

Matzler, K., Hinterhuber, H. H., Bailom, F. and Sauerwein, E. ( 1996) How to delight your customers,
Journal of Product and Band Management, Vol.5, No.2,pp.6-18.

10.

Mittal, V., Ross, W.T. Jr. and Baldasare, P.M. (1998) The asymmetric impact of negative and positive
attribute-level performance on overall satisfaction and repurchase intension, Journal of Marketing,
Vol.62, No.1, , pp.33-47.

11.

Pawita, T.A. and Tan, K.C. (2003) Tourist satisfaction in Singapore--a perspective from Indonesian
tourists, Managing Service Quality, Vol.13, No.5,pp.399-411.

12.

Shahin, A., Integration of FMEA and the Kano model: an exploratory examination, International
Journal of Quality & Reliability Management, Vol.21, No.7, pp.731-746.

13.

Ting, S.C. and Chen, C.N. (2002) The asymmetrical and non-linear effects of store quality attributes on
customer satisfaction, Total Quality Management, Vol.13, No.4, pp.547-569.