Browse > Article
http://dx.doi.org/10.5859/KAIS.2018.27.1.43

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

Choedon, Tenzin (Graduate School, Dongguk University)
Lee, Young-Chan (Department of Business Administration, Dongguk University)
Publication Information
The Journal of Information Systems / v.27, no.1, 2018 , pp. 43-65 More about this Journal
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
Mobile Tourism Applications; Kano Model; Analytic Hierarchy Process; Customer Satisfaction; Tourist Experience Evaluation; Customer Service Improvement; Service Classification;
Citations & Related Records
연도 인용수 순위
  • Reference
1 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.   DOI
2 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.   DOI
3 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.   DOI
4 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.
5 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.   DOI
6 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.   DOI
7 Brown, B., and Chalmers, M., "Tourism and mobile technology," In ECSCW, 2003, pp. 335-354. Springer, Dordrecht.
8 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.   DOI
9 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.   DOI
10 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.
11 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.   DOI
12 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.   DOI
13 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.   DOI
14 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.   DOI
15 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.
16 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.
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.   DOI
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.   DOI
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.   DOI
21 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.   DOI
22 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.   DOI
23 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.   DOI
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.   DOI
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.   DOI
29 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.
30 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.
31 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.   DOI
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, 2012, pp. 371-387.   DOI
33 Xiang, Z., and Gretzel, U., "Role of social media in online travel information search," Tourism Management, Vol. 31, No. 2, 2010, pp. 179-188.   DOI
34 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.