Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Customer perception of auto service quality using Kano-SERVQUAL integrated approach - Focusing on the auto service of 'H' company -

Kano-SERVQUAL 통합 접근법을 이용한 자동차 서비스 품질에 대한 고객인식 연구 - H사(社)의 자동차 서비스를 중심으로 -

  • Kim, Hakgyun (Department of Management of Technology, Sungkyunkwan University) ;
  • Song, Haegeun (Department of management information, Dong-eui Institute of technology) ;
  • Park, Young T. (Department of Management of Technology, Sungkyunkwan University)
  • 김학균 (성균관대학교 기술경영학과) ;
  • 송해근 (동의과학대학교 경영정보계열) ;
  • 박영택 (성균관대학교 기술경영학과)
  • Received : 2016.11.07
  • Accepted : 2016.11.24
  • Published : 2016.12.31
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Abstract

Purpose: This study aims to propose Kano-SERVQUAL integrated approach as an effective tool for evaluating auto service quality attributes to enhance the use of SERVQUAL. Methods: The Kano-SERVQUAL survey was conducted to evaluate customer perception for 28 auto service quality attributes which were obtained from auto service expert in 'H' company. The correlation analysis of SI(Satisfaction Index), DI(Dissatisfaction Index) and expectation values are conducted in this study. Results: The 28 auto service quality attributes are classified into attractive attributes and one-dimensional attributes. The results of this study show that the correlations between the customers' expectation values and DI is strongly positive correlation with 1% significance level, expectation values and SI is negative correlation with 10% significance level. Conclusion: The results show that the purposed Kano-SERVQUAL integrated approach provides a deeper understanding of service quality attributes in that it distinguishes the customers' expectation values between highly expected attributes(e.g. must-be attribute) and less expected attributes(e.g. attractive attribute).

Keywords

References

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