An Assessment Model for Evaluating Asymmetric Effects of Attribute-Level Performance on Satisfaction

Yanchun Jin, Yoonseo Park and Jiaohui Yu
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Yanchun Jin: School of Tourism Management, Eastern Liaoning University, Dandong 118001, China
Yoonseo Park: Department of Business Administration, Chonbuk National University, Jeonju 54896, Korea
Jiaohui Yu: Business School, Shandong Jianzhu University, Jinan 250101, China

Sustainability, 2019, vol. 11, issue 16, 1-18

Abstract: The effects of attribute performance on satisfaction have been widely addressed in the discussion on satisfaction. In traditional view, customer satisfaction should be enhanced by improving product or service attribute performance. However, as theoretical and empirical studies have shown, the linkage between attribute performance and overall satisfaction is asymmetric and nonlinear, which means that it is not a definite relationship between high performance of attribute and satisfaction. Regarding the research on delivering asymmetric effects, the Kano model was utilized extensively in the previous studies. But this method suffers from lacking a validity testing and failing to take account of the degree of attribute’s importance. To get a more effective access to measuring the asymmetric and nonlinear effects of attributes on customer satisfaction, this study presents an integrated approach which can express asymmetric effects through evaluating the significance of different attributes to satisfaction based on response surface analysis and importance grid analysis methods. In this paper, an empirical study on rural tourists’ satisfaction was undertaken using this integrated method. Furthermore, compared with the regression with a dummy variable method, this proposed approach shows more responsive to enhancing attribute performance and makes allowance for improving a certain target attribute in the customer satisfaction improvement process.

Keywords: attribute performance; customer satisfaction; asymmetric effect; Kano model; response surface method (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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