The Quanti cation of Two Grading Elements in Satisfaction based onServQual Approach by Using IPA and Kano Method: Automotive Industry

Fevi Syaifoelida, Puteri Azman, Iszmir Ismail and M. R. Eqwan
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Fevi Syaifoelida: Universiti Tenaga Nasional (UNITEN), Kajang, Malaysia
Puteri Azman: Universiti Tenaga Nasional (UNITEN), Kajang, Malaysia
Iszmir Ismail: Universiti Tenaga Nasional (UNITEN), Kajang, Malaysia
M. R. Eqwan: Universiti Tenaga Nasional (UNITEN), Kajang, Malaysia

International Journal of Business and Economic Affairs (IJBEA), 2016, vol. 1, issue 1, 60-66

Abstract: This study highlights the integration of ServQual model, Importance Performance Analysis (IPA) and Kanomethod. Service Quality or ServQual is an approach to manage business processes in order to ensure full satisfaction ofthe customers and quality of service provided in preceding customer satisfaction. The 5 elements of ServQual are usedto develop the survey questionnaire while the IPA model is needed to measure service quality, not only the performanceof an item, but also the importance of the determining factor in satisfaction to the respondent. The Kano method isemployed to identify the quality attributes of products or services based on the functional and dysfunctional attributes.These approaches are integrated to address what the customer requirements and satisfaction of the customers aboutthe services are. In order to know what the customer perceptions and satisfaction levels of the services are, this studyinvolved respondents from the service centre of the automotive industry. Through the survey questionnaires and dataanalysis, the results showed that in Kano, facilities of the service centre while in IPA, security level of service centre itselfare the major elements that need to be considered. Both of these elements are the improvement needed by the companyto look into details in order to increase and grab more attention towards customer satisfaction.

Keywords: ServQual; IPA; Kano method; Customer satisfaction (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aya:ijbeaa:2016:p:60-66

DOI: 10.24088/IJBEA-2016-11008

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