The asymmetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of the importance–performance analysis

Matzler, Kurt; Bailom, Franz; Hinterhuber, Hans H.; Renzl, Birgit; Pichler, J. Hanns

doi:10.1016/s0019-8501(03)00055-5

Cited by 642 publications

(546 citation statements)

References 15 publications

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“…The more/less an attribute fulfils the requirements, the more/less customers are satisfied. Excitement factors are attributes that make customers very satisfied or even delighted (Matzler et al, 2004b), if the product or service achieves these factors fully. Customers are, however, not dissatisfied if products or services do not meet these requirements.…”

Section: The Kano Methodologymentioning

confidence: 99%

Understanding the characteristics of effective professors: the student's perspective

Gruber

Reppel

Voss

2010

Journal of Marketing for Higher Education

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ABSTRACT. Increasingly, higher education institutions are realizing that higher education could be regarded as a business-like service industry and they are beginning to focus more on meeting or even exceeding the needs of their students. Recent research findings suggest that the factors that create student satisfaction with teaching ("teaching satisfiers") may be qualitatively differently from the factors that create dissatisfaction with teaching. Thus, this research uses the Kano Methodology to reveal the characteristics of professors that students take for granted ("Must-be factors") and that have the potential to delight them ("Excitement factors"). Kano questionnaires containing nineteen attributes of effective professors taken from previous studies and focus group discussions were handed out in two marketing courses to 63 postgraduate students enrolled in a service marketing course. The Kano results corroborate previous US findings that revealed the importance of personality in general and support studies that stress the importance of professors creating rapport with their students in particular.Keywords: Student Satisfaction, Educational Services, Quality Attributes, Effective Professors, Kano Methodology CHARACTERISTICS OF EFFECTIVE PROFESSORS 2 INTRODUCTION AND BACKGROUNDIncreasingly, higher education institutions are realizing that higher education could be regarded as a business-like service industry and they are beginning to focus more on meeting or even exceeding the needs of their students. Watson (2003) and Narasimhan (2001) for example maintain that fee-paying students expect "value for money" and behave more like customers. As students are increasingly seen as customers of higher education services (e.g. Arambewela et al., 2005;Maringe, 2005), their satisfaction should be important to institutions that want to retain existing and recruit new students (Helgesen & Nesset, 2007). Study results indicate that the recruitment of students is several times more expensive than their retention (Joseph et al., 2005).Universities should therefore try to monitor students' levels of satisfaction and decrease sources of dissatisfaction if possible in order to retain students (Douglas et al., 2008). Similarly, Appleton- Knapp & Krentler (2006) suggest that students' satisfaction with their educational experience should be a desired outcome, in addition to learning and knowing what attributes of professors are desired by students, may improve the overall education process (Faranda & Clarke, 2004).Given the need for more research on classroom service encounters , this research study is exploratory in nature. This paper explores how students perceive the attributes of professors and how satisfied they are with them. In particular, the research examines which attributes of professors are likely to cause satisfaction and which dimensions predominately lead to dissatisfaction. Knowing what students regard as satisfactory and dissatisfactory attributes helps professors improve the classroom experience either by improv...

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Section: The Kano Methodologymentioning

confidence: 99%

Understanding the characteristics of effective professors: the student's perspective

Gruber

Reppel

Voss

2010

Journal of Marketing for Higher Education

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“…More recently, however, the Kano methodology has been applied successfully to diverse domains such as employee satisfaction (Matzler, Bailom, Hinterhuber, Renzl & Pichler, 2004) and internet community bonding (Szmigin & Reppel, 2004). The Kano methodology posits that satisfaction is a multidimensional construct consisting of the following categories (Kano, 1984): Must-be quality elements, or basic factors (Matzler et al, 2004) are features that individuals take for granted. The fulfilment of these requirements does not increase satisfaction.…”

Section: Research Methods -Laddering Interviews and Kano Questionnairesmentioning

confidence: 99%

Service recovery in higher education: Does national culture play a role?

Gruber

Chowdhury

Reppel

2011

Journal of Marketing Management

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Biography Thorsten Gruber is a Senior Lecturer in Marketing andAbstract: It is now well recognised that an effective service recovery system plays a crucial role in service organisations. However, the importance of such systems has not yet been acknowledged by the higher education industry. Given the need for more research on service recovery expectations of students, this exploratory study attempts to shed light on what students believe to be the desirable attributes of professors during recovery encounters. To investigate how national culture influences student expectations during such encounters, 40 students from the United Kingdom and Bangladesh were interviewed and 210 questionnaires were completed by students. Using the semi-standardised laddering interviewing technique in combination with Kano questionnaires, the study provides an indepth insight into the qualities and behaviours that students expect professors to portray during service recovery encounters. The research reveals that the key attributes desired by both groups of students include being approachable, listening actively, showing empathy and providing an explanation. Among a wide range of benefits, students link these attributes to enhanced teacher-student relationship, better academic performance and at a more abstract level, to desired end-states such as harmony and wellbeing.

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“…This study used the Kano Model's positive/negative question pairs, and then, the four quadrants of IPA were employed to delve into the intensity of respondents' preference Martilla and James (1977), identifies which product or service attributes a firm should focus on to enhance customer satisfaction (Matzler et al, 2004). Typically, data from customer satisfaction surveys or service quality surveys (using SERVPERF model (Cronin and Taylor, 1992) with preconsuming measurement of customer attribute importance are utilized to construct a two-dimensional matrix.…”

Section: Important-performance Analysis (Ipa)mentioning

confidence: 99%

Using the Kano Model to Analyze the Formation of Regional Attractive Factors of Art Street in Taichung, Taiwan

Chen

2016

Journal of Asian Architecture and Building Engineering

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This research integrated the needs to the regional environments, residents, and tourists to discuss the attractive factors of regional characteristics of the public and private realm. Using Tunghai Art Street as an example, the criteria for regional activation were proposed to shape the tourist attraction with cultural and art characteristics. The preliminary investigation recorded the art installations in Art Street's pedestrian-only space and Corbusier Square, and observed the tourist behavior and activities in the space. Then, interviews were conducted with the community administrators and tourists, in order to learn their opinions and determine key indicative factors. A questionnaire survey was conducted on the tourists. Meanwhile, the Kano Model, IPA, and ANOVA were employed to discover and analyze the main attractive elements of Art Street. As indicated by research results, the positive comments of interview respondents center on the unique and charming characteristics of stores and the aesthetic and artistic atmosphere of streets, while the negative impressions mostly concerned transportation issues, such as insufficient parking spaces, obstacles on the sidewalks, and difficulty for pedestrians to walk on the sidewalks. Based on the results, this study offered suggestions for improving local activities, public facilities, street landscapes and stores.

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The asymmetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of the importance–performance analysis

Cited by 642 publications

References 15 publications

Understanding the characteristics of effective professors: the student's perspective

Understanding the characteristics of effective professors: the student's perspective

Service recovery in higher education: Does national culture play a role?

Using the Kano Model to Analyze the Formation of Regional Attractive Factors of Art Street in Taichung, Taiwan

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