Enhancing service quality through classifying and managing the attributes

Abstract

According to Kano's Model, service quality could be classified into three categories, namely must-be, one-dimensional and attractive attributes. While difference attributes of service quality may exert different effects such as asymmetric and dynamic effect, and show different performance in different stages of service life cycle and in service types. Current paper proposes that company should treat these three types of attributes in different ways in order to improve service quality. For the must-be attributes, manager must confirm the quality reach the competitor's level because of its asymmetry effect. Simultaneously, manager should improve the one-dimensional attributes continually so as to compete with their rivals. Finally, manager should also provide new attractive attributes for the reason of maintaining their competitive advantage. Therefore, three different strategies can be carried out corporately to improve service quality, namely fundamental strategy to maintain must-be attributes, internal strategy to improve one-dimensional attributes and external strategy to increase attractive attributes.