Purpose -This study seeks to propose a conceptual approach to assess the perceived service quality properly using Fuzzy logic. First, it aims to verify whether it is a better solution than the Likert scale. Second, it seeks to evaluate patients' feedback towards hospital service quality using Fuzzy linguistic analysis. Design/methodology/approach -The SERVQUAL questionnaire was developed according to the characteristics of each hospital's out-patient service. Three regional hospitals in Hsin-Chu, Taiwan were evaluated. After being completed and collected, first, the effectiveness of the Fuzzy linguistic scale and the Likert scale was compared. Second, gap values of each element were evaluated to find the core service quality attributes for continuous improvement. Finally, analysis of variance (ANOVA) was conducted to segment markets using certain service quality attributes and different demographic variables. Findings -The result indicated that the Fuzzy linguistic scale is higher than the Likert scale in terms of reliability in the measurement. Moreover, through gap analysis and ANOVA, a better focus was achieved on the 8th, 10th, 14th, 21st and 3rd service quality attributes from the SERVQUAL measurement on which management should concentrate and which they should endeavor to work out. The 1st, 2nd, 14th and 16th items from the SERVQUAL measurement can be market segment factors, respectively. Originality/value -The study successfully introduced Fuzzy linguistic analysis into the Gap theory and SERVQUAL measurements, and provided more internal consistency and stability than the Likert scale. After discussing the findings of the gap analysis and ANOVA, the organization could find the critical service quality attributes and create a value for improving or enhancing them.

PurposeKano's model is extensively applied in industry and by researchers. However, the model has a shortcoming in that enterprises cannot use it to evaluate the influences of quality attributes on product precisely; the lack of consideration of the different attribute strengths among 25 possible outcomes affects judgment of the categories in Kano's evaluation sheet. The aim of this study is to measure the quality attribute strength of 25 possible outcomes in the evaluation sheet to develop a new Kano's evaluation sheet to improve the accuracy of the classification of the quality attributes.Design/methodology/approachThis study develops a new Kano's evaluation sheet, and defines the canonical and non‐canonical judgment of the evaluation sheet based on a novel “similarity” calculation which calculates the response frequency and the distance between canonical judgment and non‐canonical judgment.FindingsQuality attribute strength is probed and compared with the traditional Kano's evaluation sheet. The new Kano's evaluation sheet is more practical because it supports a precise judgment of the category of quality attributes. Empirical results also demonstrate that the new Kano's evaluation sheet is practical.Originality/valueThe new evaluation sheet presents not only a different logic of classification and statistical method for analyzing quality attributes, but also reviewed judgments of the category of quality attributes from Kano's traditional evaluation sheet.

Purpose -Importance performance analysis (IPA) is a technique widely used to assist organisations in developing marketing strategies and improving products or service quality. Many scholars have revised IPA to augment its effectiveness. However, this involves some unknown problems that could lead organisations to make wrong decisions. This paper aims to look at this issue. Design/methodology/approach -As a solution, this paper introduces Taguchi's signal-to-noise (S/N) ratio approach to treat ordered categorical data in analysing customer satisfaction and integrates it with gap analysis (GA) through S/N ratio to develop a modified IPA model. A Taiwan air-conditioning manufacturer maintenance and repair service is illustrated to demonstrate the method. Findings -According to the test case, the modified IPA model obtained more reliable results than the traditional IPA method, considering the central tendency and variance from different customer perceptions. The proposed method can determine exact marketing strategies and improvement directions for product or service quality attributes, reduce variance and (or) move performance to the target value. Originality/value -This model overcomes the limitations of the traditional IPA model while retaining the merits of the traditional model. Using the modified IPA model an organisation can define its marketing strategies and take action to establish quality improvement activities. In other words, the organisation can avoid making wrong decisions when using the modified IPA model.

Purpose -Traditional studies on a decomposed theory of planned behavior (DTPB) analyze the relationship of variables through a structural equation model. If certain variables do not fully comply with the independent hypothesis, it is not possible to conduct proper analysis, which leads to false conclusions. To solve these problems, the aim of this research is to adopt an expert opinion-driven decision making trial and evaluation laboratory (DEMATEL), and re-establish the causal relationship and the degree of interrelationship of DTPB variables. Design/methodology/approach -This research used a university library website as an individual case, and illustrated the benefits of constructing DTPB model by using DEMATEL through the opinions of 23 experts surveyed by questionnaires. Findings -According to the analysis result of constructing DTPB model by using DEMATEL, when DTPB variables were distributed within quadrants of high centrality and degree of causality, they became the key influential variables; when distributed within quadrants of low centrality and degree of causality, the variables needed urgent management. Originality/value -When traditional DTPB does not consider the direct and indirect relationships among variables, the original causal relationship of variables will be influenced, and then the original variables cannot fully demonstrate their causal relationship. Therefore the feasibility and effect of constructing DTPB model by using DEMATEL proposed in this research are proved through individual cases.

Purpose -The purpose of this paper is to establish a product family that can satisfy various market needs and share design elements. Design/methodology/approach -The paper applies quality function development to understand the correlation between customer needs and product design. The priority sequence and correlation of these design elements will be determined using the interpretive structure model. Findings -This approach will reduce repeated design effort and reduce unnecessary cost and time. The designer can simultaneously and efficiently meet various market and customer needs. Originality/value -The company can open up more markets for greater profit and advantages. The paper uses "the market need and BIKE product redesign" as the example for the proposed approach.