Examination of KANO's Two-dimensional Quality Model into Consumption Experience and Anticipated Satisfaction for Bed and Breakfast's Customers e

Abstract

Previous studies have been used one-dimensional model to investigate overall customer satisfaction by evaluating the expectation and performance of the product or service. Based on the concept of KANO's two-dimensional quality model, the current study is to integrate the variables that potentially influence the perception of the customer's experience and examine the elements of adequacy and inadequacy to understand the relationship between variables towards consumption experience. This study also tries to establish the causal relationship between expectation and perceived satisfaction of service quality. Using purposive sampling method, data was collected from 238 subjects through self-administrated questionnaires. The results indicate the gap of the expectation and performance could certainly cause the unpleasant consumption experience; however, in the practical case, not all of the quality elements are sufficient satisfactory, sometimes it may cause dissatisfaction or indifferent feeling by various groups of consumers. Therefore, through the service delivery, excessive or sufficient quality of service often lead to customer complaints, thereby affecting the overall customer satisfaction. The research conclusions and recommendations may be put forward for consideration of future studies or quality improvement strategy of service providers.