The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

Classification and Evaluation of Service Requirements in Mobile Tourism Application Using Kano Model and AHP

  • Received : 2017.10.10
  • Accepted : 2018.03.15
  • Published : 2018.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose The emergence of mobile applications has simplified our life in various ways. Regarding tourism activities, mobile applications are already efficient in providing personalized tourism related information and are very much effective in booking hotels, flights, etc. However, there are very few studies on classifying the actual service requirements and improving the customer satisfaction in mobile tourism applications. The purpose of this study is to implement a practical mobile tourism application. To serve the purpose, we classify and categorize the service requirement of mobile tourism applications in Korea. We employed Kano model and analytic hierarchy process (AHP). Specifically, we conducted a focus group study to find out the service requirements in mobile tourism applications. Design/methodology/approach The data for this study were collected from Koreans and Foreigners who has the experience using mobile tourism applications. Participants needed to be familiar with mobile tourism applications because such users may be more aware of the mobile tourism applications services. We analyzed 147 valid data using Kano model and conducted AHP analysis on five experts in the field of tourism using Expert Choice software. Findings In this paper, we identified the 17 service quality requirements in the mobile tourism applications. The results reveal that the service requirement such as Geo-location map, Multilingual option, Compatibility with different operating systems were unavoidable service, absent of such requirements leads to the dissatisfaction. Based on the results of the integrated application of both Kano model and AHP analysis, this study provide specific implications for improving the service quality of the mobile tourism applications in Korea.

Keywords

References

  1. Alroaia, Y., and Ardekani, M., "Representing a combination algorithm (AHP and Kano) in order to priority effective factors on customer needs in e-banking: the case of bank-e-Saderat of Tehran province," African Journal of Business Management, Vol. 6, 2013, pp. 7727-35.
  2. Baka, V., "The becoming of user-generated reviews: Looking at the past to understand the future of managing reputation in the travel sector," Tourism Management, Vol. 53, 2016, pp.148-162. https://doi.org/10.1016/j.tourman.2015.09.004
  3. Balabanis, G., Reynolds, N., and Simintiras, A., "Bases of e-store loyalty: Perceived switching barriers and satisfaction," Journal of Business Research, Vol. 59, No. 2, 2006, pp. 214-224. https://doi.org/10.1016/j.jbusres.2005.06.001
  4. Banerjee, S., and Chua, A. Y. K., "In search of patterns among travelers' hotel ratings in TripAdvisor," Tourism Management, Vol. 53, 2016, pp. 125-131. https://doi.org/10.1016/j.tourman.2015.09.020
  5. Basili, A., Liguori, W., and Palumbo, F., "NFC smart tourist card: Combining mobile and contactless technologies towards a smart tourist experience," In WETICE Conference (WETICE), 2014 IEEE 23rd International, 2014, pp. 249-254.
  6. Bauk S.I., "Assessing students' perception of e-learning in blended environment: an experimental study", Procedia-Social Behavioral Sciences, Vol. 191, 2015, pp. 323-329. https://doi.org/10.1016/j.sbspro.2015.04.393
  7. Bicen, H., and Sadikoglu, S., "Determination of the Opinions of Students on Tourism Impact Using Mobile Applications", Procedia Economics and Finance, Vol. 39, 2016, pp. 270-274. https://doi.org/10.1016/S2212-5671(16)30354-9
  8. Brown, B., and Chalmers, M., "Tourism and mobile technology," In ECSCW, 2003, pp. 335-354. Springer, Dordrecht.
  9. DeWitt, D., and Siraj, S., "Design and development of a collaborative mlearning module for secondary school science in Malaysia: Addressing learners' needs of the use and perceptions of technology," Procedia -Social and Behavioral Sciences, Vol. 2, No. 2, 2010, pp. 471-475. https://doi.org/10.1016/j.sbspro.2010.03.046
  10. Jeacle, I., and Carter, C., "In TripAdvisor we trust: Rankings, calculative regimes and abstract systems," Accounting, Organizations and Society, Vol. 36, 2011, pp. 293-309. https://doi.org/10.1016/j.aos.2011.04.002
  11. Fadare, O. G., Aladeselu, V. A., Ekuobase, G., Aboderin, O. S., and Kumuyi, G. J., "Adoption of mobile learning among 3G-enabled handheld users using extended technology acceptance model," World Journal on Educational Technology, Vol. 5, No. 3, 2013, pp. 420-430.
  12. Gavalas, D., Konstantopoulos, C., Mastakas, K., and Pantziou, G., "Mobile recommender systems in tourism," Journal of Network and Computer Applications, Vol. 39, 2014, pp. 319-333. https://doi.org/10.1016/j.jnca.2013.04.006
  13. Gretzel, U., and Jamal, T., "Conceptualizing the creative tourist class: Technology, mobility, and tourism experiences," Tourism Analysis, Vol. 14, No.4, 2009, pp. 471-481. https://doi.org/10.3727/108354209X12596287114219
  14. Gerpott, T. J., Rams, W., and Schindler, A., "Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market," Telecommunications Policy, Vol. 25, No.4, 2001, pp. 249-269. https://doi.org/10.1016/S0308-5961(00)00097-5
  15. Hemati, M, and Ghorbanian, F., "A hybrid Kano-fuzzy AHP method for measuring customer satisfaction: A case study of transportation system," Management Science Letters, Vol. 1, No. 3, 2011, pp. 263-270. https://doi.org/10.5267/j.msl.2010.04.003
  16. Huiskonen, J., and Pirttila, T., "Sharpening logistics customer service strategy planning by applying Kano's quality element classification", International Journal of Production Economy, Vol. 56, 1998, pp. 253-260.
  17. Jones, M. A., Mothersbaugh, D. L., and Beatty, S. E., "Switching barriers and repurchase intentions in services," Journal of Retailing, Vol. 76, No. 2, 2000, pp. 259-274. https://doi.org/10.1016/S0022-4359(00)00024-5
  18. Kazemi, M., Kariznoee, A., Moghadam Ghouchan Kohneh, S. M. R., and Sargazi, M. T.. "Prioritizing factors affecting bank customers using Kano model and analytical hierarchy process", International Journal of Accounting and Financial Management-IJAFM, Vol.6, No. 2, 2013, pp. 105-114.
  19. Kim, D. Y., Park, J., and Morrison, A. M., "A model of traveler acceptance of mobile technology," International Journal of Tourism Research, Vol. 10, No. 5, 2008, pp. 393-407. https://doi.org/10.1002/jtr.669
  20. Kuo Y. F., "Integrating Kano's model into web-community service quality", Total Quality Management and Business Excellence, Vol.15, No. 7, 2004, pp. 925-939. https://doi.org/10.1080/14783360410001681854
  21. Kramer, R., Modsching, M., Hagen, K., and Gretzel, U., "Behavioural impacts of mobile tour guides," Information and Communication Technologies in Tourism, 2007, pp. 109-18.
  22. Li, Y., Tang, J., Luo, X., and Xu, J., "An integrated method of rough set, Kano's model and AHP for rating customer requirements' final importance", Expert Systems with Applications, Vol. 36, No. 3, 2009, pp. 7045-7053. https://doi.org/10.1016/j.eswa.2008.08.036
  23. Mikulic, J., and Prebezac, D., "A critical review of techniques for classifying quality attributes in the Kano model", Managing Service Quality: An International Journal, Vol. 21, No. 1, 2011, pp. 46-66. https://doi.org/10.1108/09604521111100243
  24. Momani, A., Al-Hawari, T., Al-Shebami, H., and Al-Araidah, O., "Classifying and ranking healthcare quality attributes using integrated Kano-fuzzy analytical hierarchy process model," Engineering Management Research, Vol. 3, No. 1, 2014, pp. 68.
  25. Neuhofer, B. E. (2014). An Exploration of the technology enhanced tourist experience (Doctoral dissertation). Bournemouth University, Dorset, England.
  26. Nilsson-Witell, L., Fundin, A., "Dynamics of service attributes: a test of Kano's theory of attractive quality", International Journal of Service Industry Management, Vol. 16, No. 2, 2005, pp. 152-168. https://doi.org/10.1108/09564230510592289
  27. Price, J., and Starkov, M. (2006, March, 29). Building a Blog Strategy in Hospitality: Grow Customer Relationships and Direct online Revenue. Retrieved from Hospitality Net Web Site: http://www.hospitalitynet.org/news/4026867.html
  28. Rasinger, J., Fuchs, M., and Hopken, W., "Information search with mobile tourist guides: A survey of usage intention," Information Technology and Tourism, Vol. 9, No. 3, 2007, pp. 177-194. https://doi.org/10.3727/109830507782166962
  29. Rasinger, J., Fuchs, M., Beer, T., and Hopken, W., "Building a mobile tourist guide based on tourists' on-site information needs," Tourism Analysis, Vol. 14, No. 4, 2009, pp. 483-502. https://doi.org/10.3727/108354209X12596287114255
  30. Saaty, T. L., and Vargas, L. G. (2012). Models, methods, concepts and applications of the analytic hierarchy process, Vol. 175. New York: Springer Science and Business Media.
  31. Tussyadiah, I. P., "The influence of innovativeness on on-site Smartphone use among American travelers: Implications for context-based push marketing," Journal of Travel and Tourism Marketing, Vol. 33, No. 6, 2015, pp. 806-823.
  32. Wang, D., Park, S., and Fesenmaier, D. R., "The role of Smartphones in mediating the Touristic experience," Journal of Travel Research, Vol. 51, No. 4, 2011, pp. 371-387. https://doi.org/10.1177/0047287511426341
  33. Wang, D., Park, S., and Fesenmaier, D. R., "The role of smartphones in mediating the touristic experience," Journal of Travel Research, Vol. 51 No. 4, 2012, pp. 371-387. https://doi.org/10.1177/0047287511426341
  34. Xiang, Z., and Gretzel, U., "Role of social media in online travel information search," Tourism Management, Vol. 31, No. 2, 2010, pp. 179-188. https://doi.org/10.1016/j.tourman.2009.02.016