Title: ServQual and modified Kano for process improvement – a case study of a medical device distributor

Authors: Elia Oey; Debby Cynthia; Megawati Megawati; Scherly Hansopaheluwakan

Addresses: International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia ' International Business and Management Program, Management Department, Binus Business School Undergraduate Program, Bina Nusantara University, Jakarta, 11480, Indonesia

Abstract: Understanding customer needs in the service industry is a combination of art and science; as customer interaction is an important element in the firms' offering. The research is a case study of a medical device distributor exploring possible improvement plan for their customers. The identification of customer needs was done with ServQual framework. Quantifying the customer attribute importance was done through combination of gap analysis and modified Kano model. The used Kano model was modified in order to offset possibility of coarse scoring in the original model. For the studied company, it was recommended to prioritise the top three action plans: 'T8 – apply customer feedback/complaint form', 'T2 – perform sales effectiveness training' and 'T1 – socialised exchange procedure'.

Keywords: ServQual; Kano; quality function deployment; QFD; house of quality; HoQ.

DOI: 10.1504/IJBEX.2022.126918

International Journal of Business Excellence, 2022 Vol.28 No.3, pp.281 - 299

Received: 30 Oct 2019
Accepted: 20 Dec 2019
Published online: 14 Nov 2022 *

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