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Integrating Refined Kano Model and QFD for Service Quality Improvement in Healthy Fast-Food Chain Restaurants.

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  • 1Department of Industrial Education and Technology, National Changhua University of Education, Changhua 500, Taiwan. kaijung1975@yahoo.com.

International Journal of Environmental Research and Public Health
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Summary

Healthy fast-food chains in China and Taiwan should prioritize limited-time offers and staff ingredient recommendations. Enhancing customer perception of freshness through features like temperature displays is also key for service improvement and business growth.

Keywords:
DINESERVQFDfast-food chain restaurantsrefined Kano modelservice quality

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Area of Science:

  • Consumer Behavior
  • Service Quality Management
  • Food Service Industry

Background:

  • Growing consumer health consciousness is driving demand for healthy fast food options.
  • Healthy fast-food chains aim to differentiate themselves in competitive markets like China and Taiwan.
  • Understanding customer perceptions of service attributes is crucial for success.

Purpose of the Study:

  • To analyze customer perceptions of service attributes in healthy fast-food restaurants using the refined Kano model.
  • To identify critical service attributes and prioritize improvements using Quality Function Deployment (QFD).
  • To provide actionable insights for enhancing customer satisfaction and service quality.

Main Methods:

  • Combined the refined Kano model with Quality Function Deployment (QFD).
  • Utilized DINESERV measurements to develop service attributes for Kano model analysis.
  • Applied QFD to map relationships between service attributes and improvement priorities.

Main Results:

  • Limited offers (seasonal, regional) identified as the top priority for improvement.
  • Staff suggestions for ingredients and temperature displays for freshness are also critical.
  • Other key areas include new product launches, marketing slogans, and restaurant apps.

Conclusions:

  • Prioritizing limited offers and staff recommendations can significantly enhance customer experience.
  • Improving the perception of ingredient freshness is vital for healthy fast-food chains.
  • Strategic service improvements can drive customer loyalty and market differentiation.