Title: Assessing after-sales services quality: integrated SERVQUAL and fuzzy Kano's model

Authors: Seyedehfatemeh Golrizgashti; Amir Razavi Hejaz; Kimia Farshianabbasi

Addresses: Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran ' Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran ' Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract: This study proposes an integrated approach to evaluate after-sales services performance. The research statistical population consisted of home appliance industry consumers who went to after-sales services centres. Firstly after-sales services quality attributes are defined by running focus group meetings. To verify the validity of the SERVQUAL dimensions on after-sales services quality, the confirmatory factor analysis is applied validity of the SERVQUAL dimensions. Strengths and weaknesses of after-sales services quality are identifies by using SERVQUAL, then fuzzy Kano model is used to categorise defined strengths and weaknesses. The results show that there are a negative difference between customers' perceptions and customer's expectations for all attributes. The highest gaps are related to visually appealing facilities and reasonable servicing cost. These attributes are categorised into attractive and one-dimensional categories respectively. The results show that suitable appearance can lead companies to competitive advantage and reasonable servicing cost can cause decreasing market share.

Keywords: fuzzy Kano model; confirmatory factor analysis; service quality; customer satisfaction; SERVQUAL; after-sales services; home appliances.

DOI: 10.1504/IJSEM.2020.108981

International Journal of Services, Economics and Management, 2020 Vol.11 No.2, pp.137 - 166

Received: 05 Jun 2019
Accepted: 17 Feb 2020
Published online: 13 Aug 2020 *

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