• 한국병원경영학회지
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• 제27권3호
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• pp.1-14
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• 2022

Purposes: This purpose of this study was to check how much the online word of mouth influences on customer's hospital selection according to Kano's model. Methodology: Kano classified the attributes that affect customer's satisfaction into attractive, one-dimensional, indifferent, must-be, and reverse attributes. Among them, attractive and one-dimensional attributes make up the largest portion in hospital selection. Based on this, the influence of positive or negative online reviews on the selection of hospitals was investigated. Differentiated service was selected as the attractive attributes, and a kind, sufficient explanation was selected as the one-dimensional attributes. Then a questionnaire was conducted how much the positive or negative online reviews influence on hospital selection, respectively. It was conducted from August 7 to September 7, 2021 for medical consumers in their 20s and older who have used medical services for the past 3 years, and the final 142 questionnaires were analyzed. All data was analyzed by chi-square and two-way ANOVA using SPSS ver 25.0. Findings: The results showed that, in one-dimensional attributes, the difference between positive and negative reviews was not statistically significant, but in attractive attributes, positive and negative reviews showed a statistically significant difference. It suggests that positive reviews on attractive attributes had a greater influence on hospital selection. In terms of hospital selection, when the experimental participants were exposed to the positive reviews, the hospital selection ratio did not differ by Kano's attributes, but to the negative reviews it differed. The hospital selection ratio, even after they were exposed to negative reviews, was higher in the attractive attributes than in the one-dimensional attributes. Practical Implication: This study confirmed that hospital selection is influenced differently depending on the Kano's attributes and the direction of the reviews, and suggests that marketers should respond differently to each Kano's attributes when they deal with online reviews of hospitals.

• 대한안전경영과학회지
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• 제19권1호
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• pp.157-167
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• 2017

The two-way quality theory has been widely used as a method for classifying quality attributes for several decades. In particular, the Kano model that classifies attributes into not just conventional one-dimensional but must-be and attractive has gained popularity due to its applicability and ease of use. However, the wordings of the five alternatives in the Kano's questionnaire has been criticised for unclear meanings. This study proposes a new two-way model to classify attributes using 5-point Likert scale alternatives. For this, the current paper investigated a case of TV sets to examine how the proposed model works in comparison with the Kano model. The application results of the proposed model are different from the original one. The two-way model classifies quality attributes in more detail such as the "one-dimensional with an attractive tendency" attribute, which has a greater influence on satisfaction than dissatisfaction, the opposite "one-dimensional with a must-be tendency" attribute, and "highly one-dimensional" and "less one-dimensional" attributes. In this study, a potential satisfaction coefficient (PSC), a potential dissatisfaction coefficient (PDC), and an average potential coefficient (APC) to manage quality attributes are proposed and discussed for their utilization.

• 한국식품조리과학회지
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• 제32권1호
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• pp.96-106
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• 2016

The purpose of this study was to evaluate the service quality attributes of Korean restaurants by North American and Chinese residents in Korea based on the Kano model. This survey was performed from September to December 2010. The subjects consisted of 135 North Americans and 165 Chinese in Seoul. The service quality attributes of Korean restaurants were composed of twenty three items in the categories of 'food quality', 'employee's service quality', 'sanitation quality', 'facility quality', and 'convenience quality'. For North Americans, there were five 'attractive quality' items, eleven 'one-dimensional quality' items and six 'indifferent quality' items, and one item had the same frequency on both 'attractive quality' and 'one-dimensional quality'. For the Chinese, there were twelve 'attractive quality' items, and ten 'one-dimensional quality' items, and one item had the same frequency on 'attractive quality' and 'one-dimensional quality'. According to the customer satisfaction coefficient developed by Timko, 'taste of the 'food (0.80)' for North Americans and 'freshness of the ingredients (0.94)' for Chinese were highest scores in the 'Better coefficient'. On the other hand, within the 'Worse coefficient', 'sanitation of the food' had the lowest score for both North Americans (-0.89) and Chinese (-0.90).

• International Journal of Quality Innovation
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• 제10권2호
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• pp.109-126
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• 2009

The purpose of this study was to examine overall customer satisfaction associated with medical service quality in Taiwan by integrated Kano's model and customer satisfaction index model. Another purpose was to confirmed nonlinear and asymmetric relationship of Customer Satisfaction and Quality Performance by the research outcome. By analyzing 1,100 patients or their family members, this study used the structural equation model (SEM) with AMOS software for data analysis. The results show that must-be attributes, one-dimensional attributes and attractive attributes had a direct effect on overall customer satisfaction, Surprisingly, overall customer satisfaction had positively influenced customer loyalty customer satisfaction had negatively influenced customer complaints. The study also found that customer complaints have direct effect on customer loyalty. Importantly, the study found out the must-be attributes, the attractive attributes and one-dimensional attributes increased, the level of overall customer satisfaction also increased. The customer satisfaction positively influences customer loyalty in medical service quality in Taiwan. The findings might reveal new insights for researchers dealing with quality of medical service and for hospital managers who devote resources exclusively to achieving highest possible levels of patient satisfaction.

• 품질경영학회지
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• 제37권4호
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• pp.31-42
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• 2009

Various studies have been undertaken in order to effectively understand customer requirements. Kano proposed a dualistic approach, physical fulfillment and customer satisfaction, to differentiate Attractive, Must-be, One-dimensional quality attributes. As there were a few limitations on the Kano's method, researchers have proposed improved methods. However, there have been few empirical evidences that the improved methods are superior to the original Kano's method for identifying relevant quality attributes. The objective of this study is to provide a comparative study on Kano and improved Kanomethods based on empirical analysis of quality attributes on University services. For the analysis of the questionnaire formats, the Kano's original 5 scale questionnaire is more effective than improved methods, direct and 3 scale questionnaire. For the analysis of evaluation methods, the original Kano and Timko's method using the evaluation table are more effective than quantifying methods, Domouchel and Lim's methods.

• 대한안전경영과학회지
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• 제20권1호
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• pp.41-55
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• 2018

For several decades, attribute classification methods using the asymmetrical relationship between an attribute performance and the satisfaction of that attribute have been explored by numerous researchers. In particular, the Kano model, which classifies quality attributes into 5 elements using simple questionnaire and two-dimensional evaluation table, has gained popularity: Attractive, One-dimensional, Must-be, Indifferent, and Reverse quality. As Kano's model is well accepted, many literatures have introduced categorization methods using the Kano's evaluation table at attribute level. However, they applied different terminologies and classification criteria and this causes confusion and misunderstanding. Therefore, a criterion for quality classification at attribute level is necessary. This study is aimed to suggest a new attribute classification method that sub-categorizes quality attributes using 5-point ordinal point and Kano's two-dimensional evaluation table through an extensive literature review. For this, the current study examines the intrinsic and extrinsic problems of the well-recognized Kano model that have been used for measuring customer satisfaction of products and services. For empirical study, the author conducted a comparative study between the results of Kano's model and the proposed method for an e-learning case (33 attributes). Results show that the proposed method is better in terms of ease of use and understanding of kano's results and this result will contribute to the further development of the attractive quality theory that enables to understand both the customers explicit and implicit needs.

• 한국병원경영학회지
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• 제23권4호
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• pp.40-52
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• 2018

The purpose of this study is to identify medical consumers' hospital selection factors in response to the rapidly changing environment of medical industry. For that purpose this study classified consumers' hospital selection factors into three categories such that human factors including expertise, reliability, empathy; system factor including, convenience, differentiation, efficiency; and facility factor including tangibility, accessibility, and location, based on the previous studies and the results of a preliminary survey of the patients of a small private hospital. The nine factors were further divided into 23 more specific attributes. Then, an online survey was conducted to measure the perceptions of the 23 attributes by the medical consumers over the age of 20. The analysis of the survey data using Kano model and Timko model indicated that 14 of the 23 attributes were classified as attractive factors, eight attributes were or classified as, one-dimensional factors, and one attribute, doctors' educational background, was classified as indifference factor. Of the 14 attractive factors, "unique and differentiated services related to medical treatment" and "distance from home to hospital" had the highest customer satisfaction coefficients. Of the eight one-dimensional factors, "kind treatment," "providing adequate explanations," "accuracy of diagnosis," and "cleanness of facilities" had the highest customer satisfaction coefficients as well as the highest dissatisfaction coefficients. The findings indicate that these six attributes are the most basic and most impactful attributes that hospitals must manage strategically to improve their service quality and attract more medical consumers to their hospitals.

• 품질경영학회지
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• 제44권4호
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• pp.965-981
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• 2016

Purpose: This study aims to propose Kano-SERVQUAL integrated approach as an effective tool for evaluating auto service quality attributes to enhance the use of SERVQUAL. Methods: The Kano-SERVQUAL survey was conducted to evaluate customer perception for 28 auto service quality attributes which were obtained from auto service expert in 'H' company. The correlation analysis of SI(Satisfaction Index), DI(Dissatisfaction Index) and expectation values are conducted in this study. Results: The 28 auto service quality attributes are classified into attractive attributes and one-dimensional attributes. The results of this study show that the correlations between the customers' expectation values and DI is strongly positive correlation with 1% significance level, expectation values and SI is negative correlation with 10% significance level. Conclusion: The results show that the purposed Kano-SERVQUAL integrated approach provides a deeper understanding of service quality attributes in that it distinguishes the customers' expectation values between highly expected attributes(e.g. must-be attribute) and less expected attributes(e.g. attractive attribute).

• 품질경영학회지
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• 제41권2호
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• pp.209-220
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• 2013

Purpose: This paper compares and discusses the influence on the quality classification of Kano's questionnaire which is used for the Kano model(Kano et al., 1984), the 3-point Likert-scale newly proposed by Kano and the 5-point Likert-scale presented in this study. Methods: For the comparison, the current study conducts a survey of 631 television viewers. The classification results of the three methods are then compared with those of direct classification which is adopted as a standard for classification of quality attributes. Results: The agreement rates between the results using conventional Kano's questionnaire and the results using direct classification is higher than the results using 3-point and 5-point Likert-scales. In addition, the attributes grouped as must-be or attractive in the direct classification appear to be classified as one-dimensional attributes in the Likert-scales. Conclusion: In comparison with the convensional Kano's questionnaire, the Likert-scale questions highly tend to classify the quatity attributes as one-dimensional. Although the classification results of the 3-point and 5-point Likert-scales are the same, the 5-point Likert-scale has the advantage to classify quality attributes in more detail.

• 대한설비관리학회지
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• 제23권4호
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• pp.65-75
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• 2018

Importance-Performance Analysis(IPA) holds the assumption that the degree of physical fulfilment of quality attributes and the satisfaction of that attribute is linear. Therefore, IPA can be applied to the traditional one-dimensional attributes, not to other quality elements such as attractive or must-be attributes. To overcome this problem, several articles introduced methods that integrate IPA into the concept of two-dimensional quality. However, these articles are rather conceptual focusing on the differentiation of quality attributes depend on quality elements in IPA. To provide empirical evidence of the dependent relationship between attribute importance and satisfaction in IPA, this study introduces a weighted importance approach and provides validation method using Bacon's priority model, a regression model. For this, the current research investigates 23 quality attributes of TV set for the results of Kano's model, which are adopted from Kim et al., and conducted a survey of 118 university students for the results of the importance/satisfaction and improvement priority. The result of the proposed approach shows better result than those using the conventional way, based on R-square of the regression model.