Volume 7, Issue 4 (3-2021)                   Human Information Interaction 2021, 7(4): 59-73 | Back to browse issues page

XML Persian Abstract Print

Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Haseli D, Taghipour A, Esmaili Givi M R, Akbarnejad R. Classification and prioritize of services quality based on Kano's customer satisfaction model, Asymmetric Impact-Performance Analysis and SERVQUAL. Human Information Interaction 2021; 7 (4)
URL: http://hii.khu.ac.ir/article-1-2982-en.html
Abstract:   (11183 Views)
Purpose: The purpose is to classify the components of SERVQUAL services quality in public libraries based on Kano's customer satisfaction model, prioritize them based on the Asymmetric Impact‌-Performance Analysis and, determining the classification of SERVQUAL components according to users’ groups.
Methodology: This is an applied descriptive survey. Population included active members aged 15 and older in the five public libraries of Qaemshahr, Iran.  Stratified random sampling was used. Instruments included customer satisfaction and SERVQUAL questionnaires.  Multiple regression analysis conducted, creating two Dummy Variables of penalty and reward. SERVQUAL components were classified into three groups of: Basic, performance and excitement services. Asymmetric Impact‌-Performance Analysis on overall users’ satisfaction was   calculated.
Findings: Shows that accountability features of the group of basic services with high-performance, characteristics of responsiveness in the group of performance services with low-performance, and the three characteristics of physical dimensions with low performance, reliability and empathy, and attention with high-performance are in the group of excitement services. Prioritization features identified increasing and maintaining level of performance of: 1) responsiveness; 2) physical dimension; 3) responsibility; 4) reliability; and 5) empathy and attention.  Moreover, demographic features exhibited that women were more satisfied. Age, education, and history of using the library has increased users' satisfaction. With the surge of the level of users' satisfaction with the physical dimensions and reliability has increased then the level of satisfaction with empathy and attention has decreased.
Conclusion: This study was first to enter the literature of nonlinear analysis of users' satisfaction by Kano's model and Asymmetric Impact‌-Performance Analysis measuring service quality of public libraries. Nonlinear analysis enabled the determination of priority of actions based on positive/negative performance compared to linear regression coefficient. Also, disclosed the variation of level of satisfaction of diverse groups of users in terms of gender, age, education and history of use.
Full-Text [PDF 1657 kb]   (352 Downloads)    
Type of Study: Research | Subject: Special

1. Ahmed, S. (2017). Service quality satisfaction: a comparative cross-sectional study of public and private university librarians in Pakistan. Libri, 67(4), 313-325.‬‬‬‬‬‬‬‬‬‬ [DOI:10.1515/libri-2017-0011]
2. Alam, M. J. (2021). Effects of service quality on satisfaction in Eastern University Library, Bang-ladesh. IFLA Journal, 47(2), 209-222. [DOI:10.1177/0340035220959099]
3. Ali, B. (2020). Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq. Ali, BJ (2020). Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq. Economic Studies Journal, 18(42), 267-280.
4. Ali, B. (2021). Consumer attitudes towards healthy and organic food in the Kurdistan region of Iraq. Management Science Letters, 11(7), 2127-2134. [DOI:10.5267/j.msl.2021.2.015]
5. Amanullah, M., Hasan, M., & Hafez, M. (2021). The impact of service quality on user satisfaction: A case study of selected Public Libraries in Bang-ladesh. EPRA International Journal of Multidisci-plinary Research, 7(1), 309-316. [DOI:10.36713/epra6218]
6. Asian, S., Khazaei Pool, J., Nazarpour, A., & Ta-baeeian, R. A. (2019). On the importance of ser-vice performance and customer satisfaction in third-party logistics selection: An application of Kano model. Benchmarking: An International Journal. [DOI:10.1108/BIJ-05-2018-0121]
7. Bae, K. J., & Cha, S. J. (2015). Analysis of the fac-tors affecting the quality of service in public li-braries in Korea. Journal of Librarianship and In-formation Science, 47(3), 173-186. [DOI:10.1177/0961000614532483]
8. Bi, J. W., Liu, Y., & Fan, Z. P. (2020). Crowd intelli-gence: Conducting asymmetric impact-performance analysis based on online reviews. IEEE Intelligent Systems, 35(2), 92-98. [DOI:10.1109/MIS.2020.2969533]
9. Caber, M., Albayrak, T., & Loiacono, E. T. 2013. The classification of extranet attributes in terms of their asymmetric influences on overall user sat-isfaction an introduction to asymmetric im-pactperformance analysis. Journal of Travel Re-search, 52(1), 106116. [DOI:10.1177/0047287512451139]
10. Chen, L. H., & Kuo, Y. F. 2011. Understanding elearning service quality of a commercial bank by using Kano's model. Total Quality Management, 22 (1), 99116. [DOI:10.1080/14783363.2010.532345]
11. Dace, E., Stibe, A., & Timma, L. (2020). A holistic approach to manage environmental quality by using the Kano model and social cognitive theory. Corporate Social Responsibility and Environmen-tal Management, 27(2), 430-443. [DOI:10.1002/csr.1828]
12. Darakhshan, M., Hassanzadeh, M., & Rezaei Sharifabadi, S. (2007). Service quality in the Cen-tral Library of Management and Planning Organ-ization. National Studies on Librarianship and In-formation Organization, 18(2), 25-40. (in Persian)
13. Davras, Ö., & Caber, M. (2019). Analysis of hotel services by their symmetric and asymmetric ef-fects on overall customer satisfaction: A compar-ison of market segments. International Journal of Hospitality Management, 81, 83-93. [DOI:10.1016/j.ijhm.2019.03.003]
14. Ghorbani, M., Mohammad Arabzad, S., & Shahin, A. (2013). A novel approach for supplier selection based on the Kano model and fuzzy MCDM. In-ternational Journal of Production Research, 51(18), 5469-5484. [DOI:10.1080/00207543.2013.784403]
15. Gupta, M., & Shri, C. (2018). Understanding cus-tomer requirements of corrugated industry using Kano model. International Journal of Quality & Reliability Management. [DOI:10.1108/IJQRM-04-2017-0074]
16. Hakimi, R., & Sori Nezami Z., (2006). The evalua-tion of quality of services in central library of Zahedan University of medical sciences. Zahedan journal of research in medical sciences, 7(4), 267-273. (in Persian)
17. Hamzehpour, M. K., Kiani Khuzestani, H., & Dara-bian, T., (2014) Assessment of service quality based on the SERVQUAL model in Tehran mu-nicipal public libraries. Research on Information Science & Public Libraries. 20(2), 333-348. (in Persian)
18. Hernon, P., & Altman, E. (2010). Assessing service quality: Satisfying the expectations of library cus-tomers. American Library Association.
19. Huang, J. (2017). Application of Kano model in requirements analysis of Y Company's consulting project. American Journal of Industrial and Busi-ness Management, 7(7), 910-918. [DOI:10.4236/ajibm.2017.77064]
20. Kahneman, D., & Tversky, A. 1979. Prospect theo-ry: An analysis of decision under risk. Economet-rica: Journal of the econometric society, 263291. [DOI:10.2307/1914185]
21. Kano, N. (1984). Attractive quality and must-be quality. Hinshitsu (Quality, The Journal of Japa-nese Society for Quality Control), 14, 39-48.
22. Kargar Azad, Z., Esmaili Givi, M. R., Nakhoda, M, & Haseli, D., (2016). The classification of WebQual dimensions based on the asymmetric impact-performance of Kano's customer satisfac-tion model: A case study of the Tehran virtual university website. Iranian Journal of Information processing and Management (JIPM), 31(3), 743-766. (in Persian)
23. Koukopoulos, Z., Koukopoulos, D., & Jung, J. J. (2019, June). Sustainability Services for Public Li-braries within a Smart City Environment. In Pro-ceedings of the 9th International Conference on Web Intelligence, Mining and Semantics (pp. 1-12). [DOI:10.1145/3326467.3326473]
24. Lai, I. K. W., & Hitchcock, M. (2017). Sources of satisfaction with luxury hotels for new, repeat, and frequent travelers: A PLS impact-asymmetry analysis. Tourism Management, 60, 107-129. [DOI:10.1016/j.tourman.2016.11.011]
25. Maceli, M. G. (2018). Encouraging patron adoption of privacy-protection technologies: Challenges for public libraries. IFLA journal, 44(3), 195-202. [DOI:10.1177/0340035218773786]
26. Martilla, J. A., & James, J. C. 1977. Importance-performance analysis. The journal of marketing, 7779. [DOI:10.2307/1250495]
27. Mittal, V., Ross, W. T., & Baldasare, P. M. 1998. The asymmetric impact of negative and positive attributelevel performance on overall satisfaction and repurchase intentions. Journal of marketing, 62, 3347. [DOI:10.2307/1251801]
28. Nadiri, H., Kandampully, J., & Hussain, K. (2009). Zone of tolerance for banks: a diagnostic model of service quality. The Service Industries Journal, 29(11), 1547-1564. [DOI:10.1080/02642060902793425]
29. Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quali-ty. 1988, 64(1), 12-40.
30. Partap, B. (2019). A review of service quality as-sessment of library and information centres. Li-brary Philosophy and Practice, 1-17.
31. Prayag, G., Hassibi, S., & Nunkoo, R. (2019). A systematic review of consumer satisfaction stud-ies in hospitality journals: conceptual develop-ment, research approaches and future prospects. Journal of Hospitality Marketing & Management, 28(1), 51-80. [DOI:10.1080/19368623.2018.1504367]
32. Rajabipoor Meybodi, A., & Rajabipoor Meyboodi, B., (2010). Using the SERVQUAL Model to Study the Quality of Library Services: A Report of the Shahid Sadoughi University of Medical Sciences. National Studies on Librarianship and Infor-mation Organization, 21(3), 60-76. (in Persian)
33. Shahin, A., & Zairi, M. 2009. Kano model: A dy-namic approach for classifying and prioritising requirements of airline travellers with three case studies on international airlines. Total Quality Management, 20(9), 10031028. [DOI:10.1080/14783360903181867]
34. Shakerzadeh, M. A., (2013). Evaluating of Service Quality Level in Libraries Using a Combination of SERVQUAL and Six Sigma Techniques. Research on Information Science & Public Libraries. 18(4), 443-462. (in Persian)
35. Sohn, J. I., Woo, S. H., & Kim, T. W. (2017). As-sessment of logistics service quality using the Ka-no model in a logistics-triadic relationship. The In-ternational Journal of Logistics Management. [DOI:10.1108/IJLM-09-2015-0172]
36. Thakuria, P. K. (2007). Concept of quality in library services: an overview. PLANNER, 5th Conven-tion, Gauhati University, 7-8 December, pp. 412-420.
37. Top, C., & Ali, B. J. (2021). Customer satisfaction in online meeting platforms: Impact of efficiency, fulfillment, system availability, and privacy. Amazonia Investiga, 10(38), 70-81. [DOI:10.34069/AI/2021.38.02.7]
38. Twum, K. K., Adams, M., Budu, S., & Budu, R. A. A. (2020). Achieving university libraries user loy-alty through user satisfaction: the role of service quality. Journal of Marketing for Higher Educa-tion, 1-19. [DOI:10.1080/08841241.2020.1825030]
39. Wantara, P. (2015). The relationships among ser-vice quality, customer satisfaction, and customer loyalty in library services. International Journal of Economics and Financial Issues, 5(1S).
40. Wong, A. T. T., & Ho, M. W. M. (2019). Service quality and customer satisfaction on budget air-lines: Kano model approach. Journal of Econom-ics, Management and Trade, 1-16. [DOI:10.9734/jemt/2019/v24i530178]
41. Ying, S., Chan, J. H., & Qi, X. (2020). Why are Chi-nese and North American guests satisfied or dis-satisfied with hotels? An application of big data analysis. International Journal of Contemporary Hospitality Management. [DOI:10.1108/IJCHM-02-2020-0129]
42. Yu, H., & Ko, H. T. (2012). Integrating Kano model with strategic experiential modules in developing ICT‐enabled services: An empirical study. Man-agement Decision. [DOI:10.1108/00251741211194840]
43. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: integrating customer focus across the firm. McGraw-Hill Education.

Add your comments about this article : Your username or Email:

Send email to the article author

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

© 2024 CC BY-NC 4.0 | Human Information Interaction

Designed & Developed by : Yektaweb