The Quantification of Two Grading Elements in Satisfaction based on ServQual Approach by Using IPA and Kano Method: Automotive Industry

Abstract

This study highlights the integration of the ServQual model, Importance Performance Analysis (IPA), and the Kano method. Service Quality or ServQual is an approach to manage business processes to ensure full satisfaction of the customers and quality of service provided in preceding customer satisfaction. The 5 elements of ServQual are used to develop the survey questionnaire. At the same time, the IPA model is needed to measure service quality, not only the performance of an item but also the importance of the determining factor in satisfaction to the respondent. The Kano method is employed to identify the quality attributes of products or services based on the functional and dysfunctional attributes. In order to know what the customer perceptions and satisfaction levels of the services are, this study involved respondents from the service center of the automotive industry. Through the survey questionnaires and data analysis, the results showed that in Kano, facilities of the service center while in IPA, the security level of service center itself are the major elements that need to be considered. Both of these elements are the improvement needed by the company to look into details to increase and grab more attention towards customer satisfaction.