Browse > Article
http://dx.doi.org/10.11627/jkise.2018.41.1.118

Development of Potential Customer Demand Improvement Index Based on Kano Model : Focused on Educational Service  

Lee, Hyung-Jun (Department of Industrial and Management Engineering, Incheon National University)
Chung, Young-Bae (Department of Industrial and Management Engineering, Incheon National University)
Publication Information
Journal of Korean Society of Industrial and Systems Engineering / v.41, no.1, 2018 , pp. 118-127 More about this Journal
Abstract
Recently, service quality must reflect several demands of customers who show rapid and various changes so as to be compared with the past. So, objective and rapid measuring methods for service quality are necessary. For them, first of all, service company must calculate their standard of service quality accurately by measuring service quality exactly. Kano classified the degree of influence that is the degree of correspondence of the quality attributes of products and services to the subjective satisfaction of customers. As a result, the types of qualities are classified as attractive, must be, one dimensional, and indifference attributes. They have been widely used quality attributes in various industrial fields up to now. However, Kano model has a limit that it ignores the characters of the next frequent numbers even though there are not much gap comparing to the most frequent number in the questionnaire answers. The limit is attributed to the character of Kano model that the most frequent number is accepted as the only quality character. Timko calculated the customer satisfaction coefficient by using Kano's method and studied the differences in quality character by classifying the quality characteristics in a graphical way through the relationship between the satisfaction and the dissatisfaction coefficient. In this study, we used the quality level determination method of the 7-point Likert scale, which takes the weight into account, to complement the deficiencies of the existing Kano model. We also developed and applied a Potential Satisfaction Level (P) and Potential Customer Demand Improvement (PCDI) Index to present a new approach to the determination of service quality attributes. To measure the level of potential service satisfaction and to understand the degree of improvement, we collected specimens of 51 participants who has been trained in the National Strategy Business Training Program, which has been managed by government agent, and analyzed the results.
Keywords
Kano Model; Customer Demand Improvement Index; Customer Satisfaction Level; Satisfaction Coefficient;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Jang, H.Y., Song, H.G., and Park, Y.T., Determining the importance values of quality attributes using ASC, Journal of Korean Society of Quality Management, 2012, Vol. 40, No. 4, pp. 589-598.   DOI
2 Kano, N., Seraku, N., Takahashi, F., and Tsjui, S., Attractive quality and must-be quality, Hinshitsu, 1984, Vol. 14, No. 2, pp. 147-156.
3 Kim, T.U., Analysis of Quality Characteristics of Smart Phone Using Modified Kano Model, Journal of Society of Korea Industrial and Systems Engineering, 2012, Vol. 35, No. 1, pp. 57-65.
4 Leam, S.U., Development and Application of a Potential Customer Satisfaction Improvement Index Based on Kano Model, [Suwon, Korea] : Doctorate of Sungkyunkwan University, 2005.
5 Lee, M.C. and Newcomb, J.F., Applying the Kano methodology to meet customer requirements : NASA' microgravity science program, Quality Management Journal, 1997, Vol. 4, No. 5, pp. 95-106.   DOI
6 Lee, Y.C., Sheu, L.C., and Tsou, Y.G., Quality function deployment implementation based on fuzzy Kano model : An application in PLM system, Computer & Industrial Engineering, 2008, Vol. 55, No. 1, pp. 48-63.   DOI
7 Lofgren, M. and Witell, L., Two decades of using Kano's theory of attractive quality : a literature review, Quality Management Journal, 2008, Vol. 15, No. 1, pp. 59-75.
8 Matzler, K., Hinterhuber, H.H., Bailom, F., and Sauerwein, E., How to delight your customers, Journal of Product and Brand Management, 1996, Vol. 5, No. 2, pp. 6-18.   DOI
9 Moon, K.W., Kim, N.H., and Jeong, B.H., Derivation of Weights for Customer Requirements Attribute in Kano-QFD Integration Model, Journal of Society of Korea Industrial and Systems Engineering, 2014, Vol. 37, No. 1, pp. 68-78.   DOI
10 Oh, S.I., An Empirical Study on the Improvement of Education Service Quality using Potential Customer Demand Improvement(PCDI) Index, [Dissertation], [Seoul, Korea] : Myongji University, 2016.
11 Garibay, C., Gutierrez, H., and Figueroa, A., Evaluation of a digital library by means of quality function deployment (QFD) and the Kano model, The Journal of Academic Librarianship, 2010, Vol. 36, No. 2, pp. 125-132.   DOI
12 Bae, D.S. and Chae, M.S., Study of the Factors of a Submarine Crews' Turnover Intention Based on Kano Model and Suggestion of the Policy Measures, Journal of the Korea Academia-Industrial Cooperation Society, 2014, Vol. 15, No. 8, pp. 4950-4960.   DOI
13 Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M., and Walden, D., Kano's methods for understanding customer-defined quality, The Center for Quality Management Journal, 1993, Vol. 2, No. 4, pp. 1-37.
14 Franceschini, F., An application of quality function deployment to industrial training courses, International Journal of Quality & Reliability Management, 1998, Vol. 15, No. 7, pp. 753-768.   DOI
15 Hejaili, F.F., Assad, L., Shaheen, F.A., Moussa, D.H., Karkar, A., AlRukhaimi, M., Barhamein, M., Suwida, A., Alhejaili, F.F., Harbi, A. S., Homrany, M., Attar, Bisher, and Al-Sayyari, A.A., Culture-Related Service Expectations : A Comparative Study Using the Kano Model, Q Manage Health Care, 2009, Vol. 18, No. 1, pp. 48-58.   DOI
16 Hostro, C., Rosner, M., and Gustafsson, A., How to create attractive and unique customer experiences : An application of Kano's theory of attractive quality to recreational tourism, Marketing Intelligence & Planning, 2010, Vol. 28, No. 4, pp. 385-402.   DOI
17 Tam, K.C. and Shen, X.X., Integrating Kano's model in the planning matrix of quality function deployment, Total Quality Management, 2000, Vol. 11, No. 8, pp. 1141-1151.   DOI
18 Sauerwein, E., Experiences with the reliability and validity of the Kano-method : comparison to alternate forms of classification of product requirements, The Eleventh Symposium on Quality Function Deployment, 1999, pp. 416-29.
19 Shahin, A. and Zairi, M., Kano model : A dynamic approach for classifying and prioritising requirements of airline travellers with three case studies on international airlines, Total Quality Management, 2009, Vol. 20, No. 9, pp. 1003-1028.   DOI
20 Song, H.G., Developing and utilizing the B-W model for managing quality attributes, [Dissertation], [Suwon, Korea] : Sungkyunkwan University, 2013.
21 Timko, M., An experimentin continuous analysis, In D.Walden(Ed.), Kano's methods for understanding customer- defined quality, The Center for Quality of Management Journal, 1993, Vol. 2, No. 4, pp. 17-20.
22 Hsu, C.H., Chang, T.M., Wang, S.Y., and Lin, P.Y., Integrating Kano model into quality function deploymentto facilitate decision analysis for service quality, International Conference on Mathematics and Computers in Business and Economics, Vancouver, Canada, 2007.