Title: Customer perception of auto service quality using Kano-SERVQUAL integrated approach - Focusing on the auto service of ‘H’company -
Abstract: 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 âHâ 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 customersâ 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 customersâ expectation values between highly expected attributes(e.g. must-be attribute) and less expected attributes(e.g. attractive attribute). Key words: Auto Service, Service Quality, Kano Model, SERVQUAL, Kano-SERVQUAL