Abstract
In the analysis of the impact of subway-train service quality on customer satisfaction, we capitalize the traditional IPA analysis and Kano model while identifying the dimensions of service quality items. 21 service quality items are classified into five dimensions and five variables are created. If we arrange these five variables in the order of mean values, on-time accuracy, comfort, kindness, information, and safety-transfer. We use traditional importance-performance analysis while relating these five variables to customer satisfaction. .
In general, traditional IPA assumes that quality attributes affect customer satisfaction symmetrically. However, if there are some asymmetric relationships between quality attributes and customer satisfaction, it is important to incorporate non-linearity as well as asymmetry. For this reason, we generate dummy variables for low and high groups of each attribute and use these dummy variables as independent variables. This approach will give reward index and penalty index. These indices come from coefficients of dummy regressions and are used for other relevant criteria for classifying Kano factors.
There are some overlapping with previous research studies. However, there are some differences too. First, we classify customer satisfaction into satisfaction compared with expectation and general satisfaction level. Second, most of previous research studies on service quality use exploratory factor analysis to obtain service quality dimensions. However, in this study, we suggest the two steps. In the first step, items are sorted in terms of mean value . In the second step, reliability analysis such as Cronbach Alpha for nearest items is used while considering theoretical aspects. Our data analysis shows that there are some relationship between factors and average values of items.
Research results show that when we divide customer satisfaction into disconfirmation and general satisfaction, Kano classification results in different outcomes. On-time accuracy and information are attractive factors. But kindness and safety-transfer are performance factors for disconfirmation and basic factors for general satisfaction. In particular, sagety-transfer is classified as frustrator when we use impact-asymmetry. Therefore, it is important to manage safety-transfer even though it is rather low priority in the traditional IPA but it is basic factor that dissatisfaction should be eliminated.
In general, traditional IPA assumes that quality attributes affect customer satisfaction symmetrically. However, if there are some asymmetric relationships between quality attributes and customer satisfaction, it is important to incorporate non-linearity as well as asymmetry. For this reason, we generate dummy variables for low and high groups of each attribute and use these dummy variables as independent variables. This approach will give reward index and penalty index. These indices come from coefficients of dummy regressions and are used for other relevant criteria for classifying Kano factors.
There are some overlapping with previous research studies. However, there are some differences too. First, we classify customer satisfaction into satisfaction compared with expectation and general satisfaction level. Second, most of previous research studies on service quality use exploratory factor analysis to obtain service quality dimensions. However, in this study, we suggest the two steps. In the first step, items are sorted in terms of mean value . In the second step, reliability analysis such as Cronbach Alpha for nearest items is used while considering theoretical aspects. Our data analysis shows that there are some relationship between factors and average values of items.
Research results show that when we divide customer satisfaction into disconfirmation and general satisfaction, Kano classification results in different outcomes. On-time accuracy and information are attractive factors. But kindness and safety-transfer are performance factors for disconfirmation and basic factors for general satisfaction. In particular, sagety-transfer is classified as frustrator when we use impact-asymmetry. Therefore, it is important to manage safety-transfer even though it is rather low priority in the traditional IPA but it is basic factor that dissatisfaction should be eliminated.
| Translated title of the contribution | Subway-Train Service Quality and Customer Satisfaction Using Kano Model: Based on the Cultural Approach |
|---|---|
| Original language | Korean |
| Pages (from-to) | 77-88 |
| Number of pages | 12 |
| Journal | 문화산업연구 |
| Volume | 15 |
| Issue number | 4 |
| State | Published - Dec 2015 |