In today's world of fierce competition, rendering service quality is crucial for subsistence and success for its significant influence on customer satisfaction and loyalty to organisations. Given that, related research has expanded into the purview of both business and academia in recent years. To this purpose, identifying critical service attributes to improve overall quality under resource-limiting conditions has become absolutely necessary and importance-performance analysis (IPA) has been regarded as a simple and useful technique for this requirement. However, we argue that the defect of traditional IPA is the failure to take into account gap analysis as various authors reiterated that service quality is the degree of discrepancy between customers' expectations and perceptions of the service. Therefore, this study has a transformation function which integrates IPA and gap analysis to substitute for the original ones to produce a revised matrix. Beside that, we further calculate the standardised distance from each attribute to this pivot to estimate the sub-priority of service attributes which were situated in the same quadrant. To verify the validity and the implementation of this modified model, a Taiwanese HR service agency case was then presented and effective action for each service quality attribute was also acquired.
Gap analysis (GA) is one of the most popular techniques which has been widely used in service marketing to help businesses make customer satisfaction (CS) decisions through a service quality perspective. However, an assumption of a linear relationship between attribute performance and CS underlies the application of the GA approach. And this assumption is challenged by Kano's two-dimensional model which indicates the possible phenomenon of a non-linear relationship between attribute performance and CS. Therefore, the main purpose of this study is to propose a novel GA approach through Kano's two-dimensional conception with the application of the neural network technique in order to extract the actual contribution offered by each attribute for CS improvement. A comparative analysis with the traditional GA approach and our proposed approach was performed by using an empirical study on a Taiwanese Human Resource service online agency. Results showed that the new proposed GA approach has higher effectiveness in reflecting the impact of gap reduced on CS improvement. This implies that the new GA approach can be considered as a helpful decision-making technique for CS decision making. More implications from empirical research were discussed.
In this study, the authors extended the perceived risk-value model to include customer involvement to conceptualize an adoption intention model in the context of internet-only bank services (IOBSs). Hypotheses were tested using survey data collected in China. A total of 252 valid questionnaires were returned. Structural equation modeling was used to test two models, an antecedent model, and moderating model, constructed by assuming that customer involvement affects the perceived risk-value model in different ways. The findings verified that the perceived value could explain customers' intention to adopt IOBSs, whereas the influences of perceived risk were discovered to be nonsignificant, reducing the fitness of the perceived risk-value model. However, the opposite result was obtained when customer involvement was considered to exert a moderating effect rather than an antecedent effect. The implications of this research for IOBS service operators are discussed, and suggestions for future research are provided.
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