• Journal of Distribution Research
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• v.16 no.1
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• pp.95-115
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• 2011

Food service is the major part of franchise business in Korea, accounting for 69.9% of the brands in the market. As the food service industry becomes mature, many franchisees have struggled to survive in the market. In general, consumers have higher levels of expectation toward service quality of franchised outlets compared that of (non-franchised) independent ones. They also tend to believe that franchisees deliver standardized service at the uniform food price, regardless of their locations. Such beliefs seem to be important reasons that consumers prefer franchised outlets to independent ones. Nevertheless, few studies examined the impact of qualify features of franchisees on customer satisfaction so far. To this end, this study examined the characteristics of various quality features of franchisees in the food service industry, regarding their relationship with customer satisfaction and dissatisfaction. The quality perception of heavy-users was also compared with that of light-users in order to find insights for developing differentiated marketing strategy for the two segments. Customer satisfaction has been understood as a one-dimensional construct while there are recent studies that insist two-dimensional nature of the construct. In this regard, Kano et al. (1984) suggested to categorize quality features of a product or service into five types, based on their relation to customer satisfaction and dissatisfaction: Must-be quality, Attractive quality, One-dimensional quality, Indifferent quality, and Reverse quality. According to the Kano model, customers are more dissatisfied when Must-be quality(M) are not fulfilled, but their satisfaction does not arise above neutral no matter how fully the quality fulfilled. In comparison, customers are more satisfied with a full provision of Attactive quality(A) but manage to accept its dysfunction. One-dimensional quality(O) results in satisfaction when fulfilled and dissatisfaction when not fulfilled. For Indifferent quality(I), its presence or absence influences neither customer satisfaction nor dissatisfaction. Lastly, Reverse quality(R) refers to the features whose high degree of achievement results in customer dissatisfaction rather than satisfaction. Meanwhile, the basic guidelines of the Kano model have a limitation in that the quality type of each feature is simply determined by calculating the mode statistics. In order to overcome such limitation, the relative importance of each feature on customer satisfaction (Better value; b) and dissatisfaction (Worse value; w) were calculated following the formulas below (Timko, 1993). The Better value indicates how much customer satisfaction is increased by providing the quality feature in question. In contrast, the Worse value indicates how much customer dissatisfaction is decreased by providing the quality feature. Better = (A + O)/(A+O+M+I) Worse = (O+M)/(A+O+M+I)(-1) An on-line survey was performed in order to understand the nature of quality features of franchisees in the food service industry by applying the Kano Model. A total of twenty quality features (refer to the Table 2) were identified as the result of literature review in franchise business and a pre-test with fifty college students in Seoul. The potential respondents of our main survey was limited to the customers who have visited more than two restaurants/stores of the same franchise brand. Survey invitation e-mails were sent out to the panels of a market research company and a total of 257 responses were used for analysis. Following the guidelines of Kano model, each of the twenty quality features was classified into one of the five types based on customers' responses to a set of questions: "(1) how do you feel if the following quality feature is fulfilled in the franchise restaurant that you visit," and "(2) how do you feel if the following quality feature is not fulfilled in the franchise restaurant that you visit." The analyses revealed that customers' dissatisfaction with franchisees is commonly associated with the poor level of cleanliness of the store (w=-0.872), kindness of the staffs(w=-0.890), conveniences such as parking lot and restroom(w=-0.669), and expertise of the staffs(w=-0.492). Such quality features were categorized as Must-be quality in this study. While standardization or uniformity across franchisees has been emphasized in franchise business, this study found that consumers are interested only in uniformity of price across franchisees(w=-0.608), but not interested in standardizations of menu items, interior designs, customer service procedures, and food tastes. Customers appeared to be more satisfied when the franchise brand has promotional events such as giveaways(b=0.767), good accessibility(b=0.699), customer loyalty programs(b=0.659), award winning history(b=0.641), and outlets in the overseas market(b=0.506). The results are summarized in a matrix form in Table 1. Better(b) and Worse(w) index indicate relative importance of each quality feature on customer satisfaction and dissatisfaction, respectively. Meanwhile, there were differences in perceiving the quality features between light users and heavy users of any specific franchise brand in the food service industry. Expertise of the staffs was labeled as Must-be quality for heavy users but Indifferent quality for light users. Light users seemed indifferent to overseas expansion of the brand and offering new menu items on a regular basis, while heavy users appeared to perceive them as Attractive quality. Such difference may come from their different levels of involvement when they eat out. The results are shown in Table 2. The findings of this study help practitioners understand the quality features they need to focus on to strengthen the competitive power in the food service market. Above all, removing the factors that cause customer dissatisfaction seems to be the most critical for franchisees. To retain loyal customers of the franchise brand, it is also recommended for franchisor to invest resources in the development of new menu items as well as training programs for the staffs. Lastly, if resources allow, promotional events, loyalty programs, overseas expansion, award-winning history can be considered as tools for attracting more customers to the business.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.39-50
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• 2017

As a comparative study on the value of design concept between service provider (Developer) and service receiver (Customer) group, the aims of this study was to present a service model focused on Continuous positive airway pressure (CPAP) based on U-health care and user environment. Double Diamond-based methods led to a case study that conducted jointly by the department of otolaryngology in U hospital, Ulsan. By targeted on Sleep Apnea patients from the stage of diagnosis to CPAP treatment, variety of meaningful experiences have been extracted and classified into several types of customers. In the final analysis of the 13 service scenario models, Kano Satisfaction and Potential Customer Satisfaction Improvement Index (PCSI) were conducted with the customers, yet Score Model and Concept Position were evaluated by the service provider groups who engaged in development services. The results of this study showed that 7 items in the total of 12 items reached a consensus of viewpoint on value between service receiver and service provider, which the attributes of the service model are based on user environment. Whereas the other 5 items showed the divergent viewpoint on value which included the attributes of U-healthcare service model.

• Proceedings of the Korea Information Processing Society Conference
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• 2005.05a
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• pp.381-384
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• 2005

소프트웨어 개발에서 요구사항 분석에 대한 관리는 품질과 생산성에 중요한 역할을 한다. 기존 연구는 요구사항 분석단계에서 기능 중심으로 문제분석을 시도하고, 시험 및 구현단계에서 품질문제를 고려하고 있다. 본 논문에서는 요구사항을 추출하고 분석하는 단계에서 품질속성을 고려하는 요구분석 모델을 제안한다. 품질평가모형인 ISO/IEC 9126 품질속성으로 분석된 요구사항을 개발시스템의 이해와 사용자의 요구사항에 대한 만족도를 높일 수 있도록 카노(Kano)의 이원적 품질이론을 통해서 재분류함으로써 새로운 요구분석 방법을 제안한다.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.10a
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• pp.319-322
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• 2004

The Share and the importance of service industry have been grown up consistently, especially the diffusion of internet for past decade stimulates rapid expansions of it. However, research areas about service industry still remain relatively unexplored. This research regards a web site as a package of various service units, and proposes a framework that maps service units into 2-dimensional space using MDAC to find uncovered service area for the requirements of customers, This framework is expected to help to find weak service areas of current web site, and to bring useful information for the outset stage of NSC.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.325-326
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• 2019

서비스화(servitization)와 공유경제 패러다임이 확산되면서 서비스 산업에서도 IT기술을 융합시킨 다양한 형태의 새로운 비즈니스가 성공적으로 정착되고 있다. 특히 대중교통 서비스 산업에서 우버(Uber) 택시는 IT기술과 공유경제 개념을 절묘하게 접목시킨 새로운 차원의 성공적인 공유택시 비즈니스 모델로 자리매김하였고, IT기술을 적용한 교통예약 소프트웨어는 공유택시의 차별적 경쟁우위를 확보하기 위한 중요한 수단이 되고 있다. 공유택시 예약 프로그램은 택시이용자에게 신속하고 편리함을 제공할 뿐만 아니라 에너지 절약, 교통체증으로 인한 스트레스 완화 등의 많은 사회적 혜택과 이익을 제공하고 있기 때문에, 여러 분야에서 다양한 연구가 진행되고 있다. 최근 중국에서는 보다 진보된 공유택시 예약 프로그램이 공유택시에 접목되면서 공유택시 이용객이 급히 증가하고 있으며, 이와 함께 공유택시 차별화에 핵심적인 역할을 하는 소프트웨어 시장의 경쟁도 가속화 되고 있다. 그러나, 이용객을 대상으로 강력범죄 발생빈도 증가와 이로 인한 부정적인 여론의 급속한 확산은 공유택시 산업발전에 심각한 방해요인이 되고 있지만, 근본적인 해결방법에 관한 연구는 미비한 실정이다. 따라서 본 연구는 공유택시 예약 프로그램에 이용객의 안전을 위한 컨텐츠 개발과 적용을 통해 공유택시 이용객의 불안해소와 공유택시 산업 발전에 기여할 수 있는 방법을 제안하고자 하였다. 연구방법은 중국현지의 공유택시 이용객을 대상으로 실증연구를 진행할 계획이며, 고객여정맵(CJM)과 Kano 분석을 통해 결과와 시사점을 도출할 계획이다.

• Archives of design research
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• v.17 no.2
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• pp.77-86
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• 2004

User-Centered Design Approach plays important role in dealing with usability issues for developing modern technology products. Yet it is still questionable whether the User-Centered approach is enough for the development of successful consumer contents since the User-Centered Design is originated from the software engineering field where meeting customers' functional requirement is the most critical aspect in developing a software. However, modern consumer market is already saturated and in order to meet ever increasing consumer requirements, the User-Centered Design approach needs to be expanded. As a way of incorporating the User-Centered Approach into the consumer product development, Jordan suggested the 'Pleasure-based Approach' in industrial design field, which usually generates multi-dimensional user requirements: 1)physical, 2)cognitive, 3)identity and 4) social. It is the current tendency that many portal and community service providers focus on fulfilling both functional and emotional needs for users when developing new items, contents and services. Previously fulfilling consumers' emotional needs solely depend on visual designer's graphical sense and capability. However, taking the customer-centered approach on withdrawing consumers' unknown needs is getting critical in the competitive market environment. This paper reviews different types of user research techniques and categorized into 6 ways based on Kano(1992)'s product quality model. Based on his theory, only performance factors, such as suability, can be identified through the user-centered design approach. The user-centered design approach has to be expanded to include factors include personality, sociability, pleasure, and so on. In order to identify performance as well as excellent factors through user research, a user-research framework was established and tested through the case study, which is ' the development of new online service for teens '. The results of the user research were summarized at the end of the paper and the pros and cons of each research techniques were analyzed.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.41-61
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• 2023

The universal form of life in the era of the 4th industrial revolution can probably be summarized as the keyword "non-face-to-face". In particular, in terms of consumption activities, face-to-face contact is gradually changing to a system that minimizes, and offline stores are rapidly changing to non-contact services through kiosks and robots. The social structure is also changing with the passage of time, and most fundamentally, our dietary consumption patterns are changing. In particular, the increase in single-person households and the aging population are having a great impact on changes in the food service industry, which is closely related to dietary life. The HMR (Home Meal Replacement) market has grown significantly as the labor of cooking at home has decreased and the use of substitute foods has increased. As the size of the market has grown, the types of businesses that provide products have also diversified. The development of technology, non-face-to-face culture, and corporate management efficiency are intertwined, and unmanned stores are spreading recently. In this study, service quality attributes of HMR unmanned stores, where competition is gradually intensifying, are classified, and service quality classification using the Kano model and Timko's customer satisfaction coefficient are calculated to provide implications for service management based on customer satisfaction. As a result of the analysis, 'products with short cooking time' and 'variety of products (menu)' were classified as attractive qualities, and 'cleanliness inside/outside of the store' and 'products at reasonable prices' were classified as unified quality. In addition, 'convenience of self-checkout process' was classified as a natural quality, and 'convenience of in-store passage' was classified as an indifferent quality. Furthermore, when the service factor was satisfied within the HMR unmanned store, the factor with the highest satisfaction coefficient was 'product (menu) variety', and the factor with the highest dissatisfaction factor was 'convenience of self-checkout process'. Through the results of this study, it is intended to derive priorities in service quality management of HMR unmanned stores and provide strategic implications for related businesses.

• Journal of Service Research and Studies
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• v.13 no.1
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• pp.159-175
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• 2023

Mass production has long been the most important production paradigm in establishing a company's strategy as a method of producing various products. However, mass production cannot now be the most important paradigm as companies' competitive environment and consumer needs diversify. In particular, consumers' needs are becoming more diverse and rapidly changing, making it difficult for companies to respond to consumers' needs. Mass customization is the most notable paradigm reflecting this trend, and mass customization aims to produce a variety of products tailored to the needs of customers at a low cost. In this study, the theory and concept of a product architecture system were used to specify a method of realizing mass-customized services, and a case study was conducted focusing on the internal furniture model of a camping car. In particular, unlike previously when companies developed product platforms and modules focusing on productivity, a method of developing and configuring product platforms and modules was suggested by reflecting consumer requirements first, and its effectiveness was considered. As a result of the study, it was confirmed that it was effective in replacement, recyclability, line-up, and chargeability by designing through internal factors of the product architecture system and verifying the effectiveness of the results with external factors. It is expected that further empirical research will be led through a design process using a product architecture system in the future.