Integrating Kano’s Model into Web-community Service Quality

Abstract

This study uses Kano’s two-way quality model to categorize web-community service quality dimensions and their elements and understand the demands of users. The results show that, in terms of overall samples, among the 29 service quality elements, 6 are attractive quality, 5 are one-dimensional quality, 11 are must-be quality, and 7 are indifferent quality. In the six service quality dimensions, there is 1 attractive quality, 2 one-dimensional quality, and 3 must-be quality. The satisfaction increment index and dissatisfaction decrement index of service quality of the web-community, based on the CQM (1993) quality index, are also calculated in this study. Through these two indexes, we can find the increase of satisfaction and the decrease of dissatisfaction in the analysis of improvement on certain quality elements, and use the results as a reference for future improvements on services provided to the web-community. Future research can incorporate Kano’s model with a Quality Function Deployment (QFD) to investigate the demands of the web-community, their significance and to prioritize the service items.