Evaluating Customer Satisfaction of Weather Index Insurance Service Quality Using Kano Model

Abstract

Customer satisfaction is regarded as the major concern in the service industry in the perspective of competitiveness in the present scenario of the world market. The conventional approach considers a linear relationship between customer satisfaction and service quality attributes. That is, the presence of particular quality attributes turns towards customer satisfaction, and its absence leads to dissatisfaction. However, only satisfying some quality attributes is not enough to achieve customer satisfaction. Moreover, as a contemporary approach, the non-linearity relationship between service quality and customer satisfaction is a much better concept for the assessment of fulfilment of customer satisfaction. In this regard, the Kano model had a distinct approach that assumes a two- dimensional approach among service quality attributes and customer satisfaction. The present paper aims to evaluate the farmers’ satisfaction about weather index crop insurance service quality by utilizing the Kano model application. A survey study was conducted among farmers adopting weather index crop insurance service by employing six service quality dimensions that contain twenty-six quality attributes. Findings of the study specified that out of twenty-six attributes, the majority of attributes belonged to one-dimensional and must be a quality factor as categorized by the Kano model.