Article Sidebar
STRATIFICATION OF STUDENTS’ SATISFACTION REQUIREMENTS USING THE KANO MODEL
Main Article Content
Abstract
Satisfying students, especially in the service institutions, is a bit complicated due to the diverse and dynamic nature of students when it comes to service provision compared to products. This study thus aimed at stratifying students’ satisfaction requirements at higher learning institutions using the Kano model. Qualitative data were collected from a primary source through interviews and questionnaires. A qualitative approach assisted in collecting forty-six requirements from college students. The Kano model analysed the forty-six requirements. One-dimensional requirements were twenty-three, must-be (14), attractive (4), indifferent (3) and reverse (2). For a college to satisfy students, it has to focus on the fourteen must-be attributes as they are the basic requirements for satisfaction. Subsequently, a college needs to increase students’ satisfaction rate by focusing on one-dimensional attributes by increasing their performance. Nevertheless, to delight students, attractive attributes requirements shouldbe fulfilled whilst paying less attention to indifferent attributes and getting rid of reverse attributes.
Article Details
References
Anderson, E.W., Fornell, C. and Lehmann, D.R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden, Journal of Marketing, Vol. 58 No. 3, pp. 53–66.Anderson, E.W. and Sullivan, M.W. (1993). The antecedents and consequences of customer satisfaction for firms, Marketing Science, Vol. 12 No. 2, pp. 125–143.Baker, D.A. and Crompton, J.L. (2000). Quality, satisfaction and behavioral intentions, Annals of Tourism Research, Vol. 27 No. 3, pp. 785–804.Biesok, G. and Wyród-Wróbel, J. (2011). Customer satisfaction -Meaning and methods of measuring, in Howaniec, H. and Waszkielewicz, W. (Eds.), Marketing and Logistic Problems in the Management of Organization, Wydawnictwo Akademii Techniczno-Humanistycznej W Bielsku-Białej, Bielsko-Biała, pp. 23–41.Bryant, B.E. and Cha, J. (1996). Crossing the threshold, Marketing Research, Vol. 8 No. 4, pp. 20–28.Deng, W.J., Yeh, M.L. and Sung, M.L. (2013). A customer satisfaction index model for international tourist hotels: Integrating consumptionemotions into the American customer satisfaction index, International Journal of Hospitality Management, Vol. 35, pp. 133–140.Dreessen, A. and Elfers, J. (2017). Review of the Kano Model-Practical Example Tourism Industry, available at: http://www.diva-portal.se/smash/get/diva2:1080756/FULLTEXT01.pdf.Eklof, J.A., Hackl, P. and Westlund, A. (1999). On measuring interactions between customer satisfaction and financial results, Total Quality Management, Vol. 10 No. 4–5, pp. 514–522.Fornell, C. (1992). Satisfaction Barometer: The Swedish Experience, Journal of Marketing, Vol. 56 No. 1, pp. 6–21.Gitomer, J.H. (1998). Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless: How to Make Customers Love You, Keep Them Coming Back and Tell Everyone TheyKnow, Bard Press, Austin, Tex.Gregory, A.M., Parsa, H.G., Nusair, K., Kwun, D.J. and Putrevu, S. (2015). Examining the effects of vacation ownership product attributes on customer satisfaction: An investigation of product purchase and use, International Journal of Contemporary Hospitality Management, Vol. 27 No. 1, pp. 52–70.Griffin, A. and Hauser, J.R. (1983). The Voice of the Customer, Marketing Science, Vol. 12 No. 1, pp. 1–27.Ilieska, K. (2013). Customer Satisfaction Index –as a Base for Strategic Marketing Management, TEM Journal, Vol. 2 No. 4, pp. 327–331.Ilieska, K., Risteska, A. and Miladinoski, S. (2002). Marketing Information System, Bitola, Dandaro.ISO. (2018). ISO/FDIS 10004:2018 Quality Management —Customer Satisfaction —Guidelines for Complaints Handling in Organizations, International Organization for Standardization (ISO), Geneva, Switzerland, available at: http://www.dndi-systema.lviv.ua/sites/default/files/attachments/2017/248/isofdis10004e.pdf.Ittner, C.D. and Larcker, D.F. (1996). Measuring the impact of quality initiatives on firm financial performance, in Fedor, D.F. and Ghosh, S. (Eds.), Advances in Management of Organization Quality, Vol. 1, JAI Press, Greenwich, CT, pp. 1–37.Jain, V., Chawla, C., Agarwal, M., Pawha, M.S. and Agarwal, R. (2019). Impact of Customer Relationship
Management on Customer Loyalty: A Study on Restaurants of Moradabad, International Journal of Advanced Science and Technology, Vol. 28 No. 15, pp. 482–492.Joshi, A.R. and Gaddis, I. (2015). Preparing the Next Generation in Tanzania: Challenges and Opportunities in Education, International Bank for Reconstruction and Development/The World Bank, Washington, DC, available at:https://doi.org/10.1596/978-1-4648-0590-5.Kahwaji, A. and Almubayed, M.M. (2016). A study of customer satisfaction dimensions and their impact on customer loyalty to online shopping sites an analytical study of online shopping sites in Arabic market, International Journal of Economic Research, Vol. 13 No. 3, pp. 1041–1054.Kandiko, C.B. and Mawer, M. (2013). Student Expectations and Perceptions of Higher Education, London: King’s Learning Institute.Kano, N., Seraku, N., Takahashi, F. and Tsuji, S. (1984). Attractive Quality and Must-Be Quality, Journal of the Japanese Society for Service Quality Control, Vol. 14 No. 2, pp. 39–48.Kenyon, G.N. and Sen, K.C. (2015). The Dimensions of Product Quality, The Perception of Quality, Springer, London, pp. 173–178.Llinares, C. and Page, A.F. (2011). Kano’s model in Kansei Engineering to evaluate subjective real estate consumer preferences, International Journal of Industrial Ergonomics, Vol. 41 No. 3, pp. 233–246.Manosalvas, C., Manosalvas, L., Reyes, M. and Paredes, L. (2019). Evaluation of customer satisfaction with restaurant services through the ACSI mode, International Conference on Business, Big Data and Decision Sciences, August 22-24, 2019, Tokyo, Japan, pp. 106–117.Marković, S., Lončarić, D. and Lončarić, D. (2014). Service quality and customer satisfaction in the health care industry -Towards health tourism market, Tourism and Hospitality Management, Vol. 20 No. 2, pp. 155–170.Mikulić, J. and Prebežac, D. (2011). A critical review of techniques for classifying quality attributes in the Kano model, Managing Service Quality, Vol. 21 No. 1, pp. 46–66.Mote, S., Kulkarni, V. and Narkhede, D.B.E. (2016). Kano model application in new service development and customer satisfaction, IOSR Journal of Business and Management, Vol. 18 No. 1, pp. 10–14.Opara, L.U. and Mazaud, F. (2001). Food traceability from field to plate, Outlook on Agriculture, Vol. 30 No. 4, pp. 239–247.Pourhasomi, M.H., Arshadi Khamseh, A. and Ghorbanzad, Y. (2013). A hybrid of Kano and QFD for ranking customers preferences: Acase study of Bank Melli Iran, Management Science Letters, Vol. 3, pp. 845–860.Reichheld, F. and Sasser, W.E. (1990). Zero Defections: Quality Comes to Services, Harvard Business Review, Vol. 68 No. 5, pp. 105–111.Sauerwein, E., Bailom, F., Matzler, K. and Hinterhuber, H.H. (1996). How to delight your customers, International Working Seminar on Production Economics, Innsbruck/ Igls/ Austria, February 19-23 1996, Vol. 5, Innsbruck/ Igls/Austria, pp. 313–327.Schvaneveldt, S.J., Enkawa, T. and Miyakawa, M. (1991). Consumer evaluation perspectives of service quality: Evaluation factors and two-way model of quality, Total Quality Management, Vol. 2 No. 2, pp. 149–162.Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, European Journal of Marketing, Vol. 27 No. 9, pp. 19–35.Shahin, A. and Zairi, M. (2009). Kano model: A dynamic approach for classifying and prioritising requirements of airline travellers with three case studies on international airlines, Total Quality Management and Business Excellence, Vol. 20 No. 9, pp. 1003–1028.Slovin, E. (1960). Slovin’s formula for sampling technique, available at: 10 October 2020.Son, S.M. and Lee, K.M. (2011). Assessing the Influences of Festival Quality and Satisfaction on Visitor Behavioral
Intentions, Event Management, Vol. 15, Cognizant Communication Corporation, p. 14.Sulisworo, D. and Maniquiz, N.E.F. (2012). Integrating Kano’s Model and SERVQUAL to Improve Healthcare Service Quality, International Conference on Green World in Business and Technology, Ahmad Dahlan University, March 23-24, 2012, Indonesia, pp. 130–144.Taifa, I.W. (2016). Integration of Quality Function Deployment (QFD) and Ergonomics Principles in Product Design Improvement. Case Study: Student Desk at Engineering College, Master’s Dissertation, Gujarat Technological University, Ahmedabad.Taifa, I.W. and Desai, D.A. (2015a). Quality Function Deployment integration with Kano model for ergonomicproduct improvement (Classroom furniture) -a review, Journal of Multidisciplinary Engineering Science and Technology (JMEST), Vol. 2 No. 9, pp. 2484–2491.Taifa, I.W. and Desai, D.A. (2015b). A review and gap analysis on integration of Quality Function Deployment and ergonomics principles for product improvement (Classroom furniture), Industrial Engineering Journal, Vol. VIII No. 12, pp. 16–25.Taifa, I.W. and Desai, D.A. (2016). Student-defined quality by Kano model: A case study of Engineering students in India, International Journal for Quality Research, Vol. 10 No. 3, pp. 569–582.Taifa, I.W. and Desai, D.A. (2017). User requirements customization and attractive quality creation for design improvement attributes, International Journal for Quality Research, Vol. 11 No. 1, pp. 131–148.Taifa, I.W.R., Desai, D.A. and Bulsara, N.M. (2019). The development of an ergonomically designed product through an integrated product team approach, International Journal of Occupational Safety and Ergonomics, pp. 1–19.Tan, K.C. and Pawitra, T.A. (2001). Integrating SERVQUAL and Kano’s model into QFD for service excellence development, Managing Service Quality: An International Journal, Vol. 11 No. 6, pp. 418–430.TCU. (2018). Higher Education Students Admission, Enrolment and Graduation Statistics 2012/13 -2017/18, Tanzania Commission for Universities (TCU), Dar es Salaam, Tanzania, available at: https://www.tcu.go.tz/sites/default/files/Admission and Graduation Statistics.pdf.Wang, T. and Ji, P. (2010). Understanding customer needs through quantitative analysis of Kano’s model, International Journal of Quality and Reliability Management, Vol. 27 No. 2, pp. 173–184.Yamane, T. (1967). Statistics: An Introductory Analysis, 2nd ed., Harper and Row, New York.Yazdanpanah, M. and Feyzabad, F.R. (2017). Investigating Iranian farmers’ satisfaction with agricultural extension programs using the American customer satisfaction index, Journal of Agricultural and Food Information, Taylor & Francis, Vol. 18 No. 2, pp. 123–135.Yuan, Y. and Guan, T. (2014). Design of individualized wheelchairs using AHP and Kano model, Advances in Mechanical Engineering, Vol. 2014, pp. 1–6.Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1996). The behavioral consequences of service quality, Journal of Marketing, Vol. 60 No. 2, pp. 31–46.