Title: An application of the Kano model and retail service quality scale to Vietnamese supermarkets

Authors: Ha Thu Nguyen

Addresses: Marketing Department, University of Economics and Business, Vietnam National University, 144 Xuan Thuy street, Cau Giay district, Hanoi, Vietnam

Abstract: This paper presents the results of a study applying the Kano model for analysing, classifying, and prioritising customers' requirements in the context of Vietnamese retail service. A questionnaire based on the retail service quality scale and Kano question form has been designed and collected data from 598 customers of Vietnamese supermarkets. The data has been analysed by Kano model and presented on the four quadrants of X, Y scatter. Analysis results indicate that among the 27 retail service quality attributes, 11 attributes are classified as must-be; five attributes for one-dimensional and seven attributes for attractive. Findings not only provide insight into how Vietnamese supermarket managers would satisfy and delight their customer satisfaction, gain the advantage competitive, and differentiate with their competitors but also prove that Kano model could be well applied with RSQS in the context of retail service environment.

Keywords: customer satisfaction; quality; service; Kano model; retail service quality scale; RSQS; Vietnamese supermarkets.

DOI: 10.1504/IJPQM.2020.110025

International Journal of Productivity and Quality Management, 2020 Vol.31 No.2, pp.189 - 206

Received: 11 Apr 2019
Accepted: 23 Jun 2019
Published online: 01 Oct 2020 *

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