Kano Model Of Customer Satisfaction: A Case Study
Based on the previous section, taking into account the service quality and experience together and the role of value as a mediator, the following model as illustrated in Figure 3 is formed. When integrated, experience and service quality are two factors that lead to satisfaction directly and indirectly through value. Meaning that, the improvement in service quality and/or experience influences the level of perceived value, and that is value has an impact on tourist satisfaction later. The interactions of those factors are coherent with the SOR’ concept discussed earlier in this paper. However, the relationships in Figure 3 are not sufficient to explain the comprehensive relationships of these variables, when the interaction between service …show more content…
The Kano Model of Customer Satisfaction classifies the product attributes based on how they are perceived by customers and to what extent a product attributes or functions meet the customer requirements with customer satisfaction which is supported by Utility theory. From the view of economics, utility is the measure of satisfaction, which is related to the greatest happiness gained, where one seeks for the highest benefits with what they have sacrificed. Also, the utility concept discovered that not every single customer affords to or seeks for the premium quality of services because price is the determinant of the level of quality in most of the time. For some customers, they are seeking to the get highest quality possible with the amount they are willing or can afford to pay. Summing up these perspectives, the demands of the level of the quality of services vary in different customer market segments. Therefore, the adoption of Kano’s philosophy with the support of utility theory will illustrate how the customers from different markets weigh the importance of service quality
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