similar situation. We decided to follow these precedents to solve the non-linear problem between attribute-level performance and the overall satisfaction by formulating piecewise regression whose solution presumably gives a near-optimal solution to the original problem. In piecewise regression, each phase is characterized by a different equation and it can simplified non-linear question. This essay will base on major quality classification description of Kano’s model to apply piecewise regression graphing relationship curve of quality performance and customer satisfaction of different quality attribute of bank service. The quality attribute in case study will be revealed without pair-wise questionnaire.
In social science research, questionnaire devising and analyzing has always been in significance instrument. Researchers often use quantity method of Likert Scale (LS) to measure the recognition level of study object. Nevertheless, the advantage of LS scale is with definite structure and easy to apply, there is still error while transferring into quantity. It will limit the stability of evaluation result. Kano’s functional and dysfunctional questionnaire is to ask about the psychological response of respondents. Customers have various responses to the same linguistic term due to the quality performance and satisfaction of different quality attribution.
Therefore, this essay will conduct Kano’s model on different non-linear association of each quality attribute performance and satisfaction. It is to combine the conceptual work of Tan and Shen (2000) and Matzler and Hinterhuber (1998) to innovate evaluation application. The scale value on options to 5-points or 7-points Likert scale will be revised. We used the simple rules to explain the relationship between quality performance and customer satisfaction by the Kano categorization and the concept of hierarchical structure to sum among the effectiveness of each one.
Comparing CS and CS’, it shows that there will be different scores, different gap and different sequences between three hospitals under the same weight. CS’ is based on typical ranging from 0~100, and the central point is 50. However, this essay uses Kano’s two dimensional model to explain the divergence of each quality element. It reasonably transfers the connection between quality performance and customer satisfaction. By this definition, CS ranges from -100~100, and the central point is 0.
The numeric in CS can closely state and response if there is any exceed expectation of functional dysfunctional result.
The final contribution of the essay is to apply Kano’s model in related issue of
Likert Scale. In the study, the 5 or 7 points scale in Likert scale can not be taken as scores of satisfaction. The typical Likert scale is a one-dimensional concept and Fornell (2002) once precisely pointed that CS can not be assessed or measured straightforward. This study based on quantified Kano’s quality classification which can be applied directly when Tam and Shan, in addition with Shahin, addressed on quality performance and satisfaction issues. In traditional investigative research, the performance degree for the service attribute used the 5-points Likert scale. In this paper, we used the simple rules to explain the relationship between quality performance and customer satisfaction by the Kano categorization and the concept of hierarchical structure to sum among the effectiveness of each one.
This essay conducts multivariate analysis to revise the principle of Kano classification within the above new two dimensional model classification and evaluation application. It aims to deliver reasonable analysis on quality and satisfaction. The Kano’s model is a powerful way to classify a set of customer requirements, the way of categorization, however, probably is arbitrary. Therefore, this essay chose different and new methodology to reflect the concept of nonlinear and subgroups. By identifying attributes that should be emphasized or de-emphasized, Kano’s model guides the development of action plans to minimize mismatches between satisfaction and attribute-level performance, resulting in improved operational efficiencies through resource redeployment recommendation.
REFERENCE
Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction– profit chain.
Journal of Service Research, 3(2), 107-120.
Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., et al.
(1993). Kano’s Methods for Understanding Customer-defined Quality. Center for Quality Management Journal, 2(4), 3-36.
Bhattacharyya, S. K., & Rahman, Z. (2004). Capturing the customer’s voice, the centrepiece of strategy making: A case study in banking. European Business Review, 16(2), 128-138.
Brandt, D. R. (1988). How service marketers can identify value-enhancing service elements. The Journal of Services Marketing, 2(3), 35-41.
Chang, K. (1997). Dimensions and indicators of patients’ perceived nursing care quality in the hospital setting. Journal of nursing care quality, 11(6), 26-37.
Chien, T. K. (2007). Using the learning satisfaction improving model to enhance the teaching quality. Quality Assurance in Education, 15(2), 192-214.
Chou, S. M., Chen, T. F., Woodard, B., & Yen, M. F. (2005). Using SERVQUAL to evaluate quality disconfirmation of nursing service in Taiwan. The Journal of Nursing Research, 13(2), 75-83.
Cooper, D. R., & Emory, C. W. (1995). Business Research Method. Orlando, FL:
Dryden.
Coulthard, L. M. (2004). Measuring Service Quality: A Review and Critique of Research Using SERVQUAL. International Journal of Market Research, 46(4), 479-497.
Coyle, J. (1999). Exploring the Meaning of Dissatisfaction with Health Care: The Importance of 'Personal Identity Threat'. Sociology of Health and Illness, 21(1), 95-124.
Coyne, K. (1989). Beyond service fads - Meaningful strategies for the real world.
Sloan Management Review, 39(4), 69-76.
Erto, P., & Vanacore, A. (2000). A probabilistic approach to measure service quality.
Proceedings of the 3rd International Conference on Building People and Organizational Excellence, Aarhus.
Erto, P., & Vanacore, A. (2002). A probabilistic approach to measure hotel service quality. Total Quality Management, 13(2), 165- 174.
Fornell, C. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18.
Fundin, A., & Nilsson, L. (2003). Using Kano’s theory of attractive quality to better understand customer satisfaction with e-services. Asian Journal on Quality, 4(2), 32-49.
Fung, D., & Cohen, M. M. (1998). Measuring patient satisfaction with anaesthesia care: A review of current methodology. Anaesthesia and Analgesia, 87(5), 1089-1098.
Fuller, J., & Matzler, K. (2007). Virtual product experience and customer articipation - A chance for customer-centred, really new products. Technovation, 27(6-7), 378–387
Gerrard, P., & Cunningham, J. B. (2000). Gazetted hotels in Singapore: A banking study. International Journal of Bank Marketing, 18(3), 135-147.
Griffin, A., & Hauser, J. R. (1993). The voice of the customer. Marketing Science, 12(1), 1-27.
Han, C. H., Connolly, P. M., & Canham, D. (2003). Measuring patient satisfaction as an outcome of nursing care at a teaching hospital of southern Taiwan. Journal of nursing care quality, 18(2), 143-150.
Herzberg, F., Mausner, B., & Snyderman, B. B. (1959). The Motivation to Work.
New York: Wiley.
Hiidenhovi, H., Nojonen, K., & Laippala, P. (2002). Measurement of outpatients’
views of service quality in a Finnish university hospital. Journal of Advanced Nursing, 38(1), 59-67.
Hudson, D. J. (1966). Fitting segmented curves whose join points have to be estimated. Journal of the American Statistical Assoclation, 61(316), 1097-1129.
Jacobi, C. E., Triemstra, M., Rupp, I., Dinant, H. J., & Van Den Bos, G. A. M.
(2004). Health care utilization among rheumatoid arthritis patients referred to a rheumatology center: Unequal needs, unequal care? Arthritis Care and Research, 45(4), 324-330.
Jané, A. C., & Domínguez, S. M. (2003). Citizens’ role in health services:
Satisfaction behavior: Kano’s model, Part 2. Quality Management in Health Care, 12(1). 72-80.
Johnston, R. (1995). The determinants of service quality: Satisfiers and dissatisfiers.
International Journal of Service Industry Management, 6(5), 53-71.
Joiner, B. L. (1996). Fourth Generation Management: The New Business Consciousness. New York: McGraw-Hill.
Kaneko, T. (2005). Must-be Quality and Attractive Quality: How to Identify Them Statistically. The 3rd ANQ Congress and the 19th Asia Quality Symposium, 750-756.
Kano, N., Seraku, N., Takahashi, F., & Tsuji, S. (1984). Attractive quality and must-be quality. The Journal of the Japanese Society for Quality Control, 14(2), 39-48.
Kano, N. (2003, April). Successful business strategies in changing age: Attractive quality and its creation. Paper presented at the CSSS: Attractive Quality and Six Sigma Seminar, Taipei.
Kuo, Y. F. (2004). Integrating Kano’s Model into Web-community Service Quality.
Total Quality Management, 15(17), 925-939.
Lee, M. C., & Newcomb, J. F. (1997). Applying the Kano methodology to meet customer requirements: NASA’s microgravity science program. Quality Management Journal, 4(3), 95-106.
Lee, T. R., & Li, J. M. (2006). Key factors in forming an e-marketplace: An empirical analysis. Electronic Commerce Research and Applications, 5(2).105–116.
Lee, W. I. (2007). The relationship between quality of healthcare service and customer satisfaction - An example of hospitals in Taiwan. Journal of the Chinese Institute of Industrial Engineers, 24(1), 81-95.
Llosa, S. (1997). Analysis of the contribution of the elements of the service to satisfaction: A model tetra-class, Decisions Marketing, 10, 81-88.
Matzler, K., Fuchs, M., & Schubert, A. K. (2004). Employee Satisfaction: Does Kano’s Model Apply? Total Quality Management, 15(9-10), 1179-1198.
Matzler, K., Hinterhuber, H. H., Bailom, F., & Sauerwein, E. (1996). How to Delight Your Customer. Journal of Product and Brand Management, 5(2), 6-18.
Matzler, K., & Hinterhuber, H. H. (1998). How to Make Product Development Projects More Successful by Integrating Kano’s Model of Customer Satisfaction into Quality Function Deployment. Technovation, 18(1), 25-38.
McGee, V. E., & Carleton, W. T. (1970). Piecewise Regression. Journal of the American Statistical Association, 65(331), 1109-1124.
Mittal, V., Ross, W. T., & Baldasare, P. M. (1998). The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions. Journal of Marketing, 62(1), 33-47.
Miyakawa, M., & Wong, C. K. (1989). Analysis of attractive quality and must-be quality through product expectation factors. Proceedings of 35th Technical Conference, Tokyo: Japan Society for Quality Control, 101-104.
Nilson-Witell, L., & Fundin, A. (2005). Dynamics of service attributes: A test of Kano’s theory of attractive quality. International Journal of Service Industry Management, 16(2), 152-168.
Nunnally, J. (1978). Psychometric Theory, 2nd Editon. NY: McGraw-Hill.
Oliva, T. A., Oliver, R. L., and Bearden W. O. (1995). The Relationship Among Consumer Satisfaction, Involvement, and Product Performance. Behavioral Science, 40(2), 104-132.
Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer search, 20(3), 418-430.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundation, findings, and managerial insight. Journal of Retailing, 73(3), 311-336.
Rao, S. S., Ragu-Nathan, T. S., & Solis, L. E. (1997). Does ISO 9000 have an effect on quality management practices? An international empirical study. Total Quality Management, 8(6), 335-346.
Rubin, H. R., Ware, J. E., Nelson, E. C., & Meterko, M. (1990). The patient judgments of hospital quality (PJHQ) questionnaire. Medical Care, 28(9), 17-18.
Sa Moura, P., & Saraiva, P. (2001). The development of an ideal kindergarten through concept engineering/quality function deployment, Total Quality Management, 12(3), 365-372.
Schvaneveldt, S. J., Enkawa, T., & Miyakawa, M. (1991). Consumer Evaluation Perspective of Service Quality: Evaluation Factors and Two-Way Model of Quality. Total Quality Management, 2(2), 149-161.
Shahin, A. (2004). Integration of FMEA and the Kano Model: An Exploratory Examination. International Journal of Quality & Reliability Management, 21(7), 731-746.
Stone, V. I., Bauer, S. M., Montgomery, M. E., & Usiak, D. J. (2007). Uncovering promising management practices from national centers for independent living.
Journal of Vocational Rehabilitation, 26(3), 159–173.
Tan, K. C., & Shen, X. X. (2000). Integrating Kano’s model in the planning matrix of quality function deployment. Total Quality Management, 11(8), 1141-1151.
Tan, K. C., Xie, M., & Shen, X. (1999). Development of innovative products using Kano’s model and quality function deployment. International Journal of Innovation Management, 3(3), 271-286.
Ting, S. C., & Chen, C. N. (2002). The Asymmetrical and Non-linear Effects of Store Quality Attributes on Customer Satisfaction. Total Quality Management, 13(4), 547-569.