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Service quality assessment and enhancement using Kano model
Sharareh Kermanshachi1, Thahomina Jahan Nipa1, Halil Nadiri2
1Department of Civil Engineering, University of Texas at Arlington, Arlington, Texas, United States of America.
Plos One
|February 25, 2022
Summary
Customer satisfaction in retail hinges on key attributes. Visually appealing facilities and error-free transactions are crucial, while store layout and service availability significantly boost satisfaction.
Area of Science:
- Retail Management
- Consumer Behavior
- Service Quality
Background:
- Customer satisfaction is vital for retail success and competitive advantage.
- Identifying key retail attributes influencing satisfaction is essential but often studied using single methods.
- This research addresses the need for a multi-faceted approach to understanding retail customer satisfaction drivers.
Purpose of the Study:
- To identify, categorize, and rank retail store attributes impacting customer satisfaction.
- To provide actionable insights for retailers to enhance customer experience.
- To inform policy decisions within the retail sector.
Main Methods:
- A survey was developed to assess retail store characteristics affecting customer satisfaction.
- Over 400 responses were collected and analyzed.
- The Kano model was employed to categorize and prioritize attributes based on their impact on satisfaction.
Main Results:
- Visually appealing facilities and error-free transactions are 'must-be' attributes; their absence causes dissatisfaction.
- Easy store navigation and readily available service are 'one-dimensional' attributes; their presence increases satisfaction, but absence does not decrease it.
- Clean public areas and modern equipment are 'performance' attributes; improvements yield proportional increases in customer satisfaction.
Conclusions:
- Retailers must prioritize foundational elements like aesthetics and transaction accuracy.
- Strategic improvements in store layout and service availability can enhance customer satisfaction.
- Understanding attribute prioritization is key for effective retail strategy and policy making.
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