Studying Customer Satisfaction of Mashhad Airport Customs Based on Kano and Servqual Models

Document Type: Case Study

Authors

1 Office of Studies & Capacity Building, Customs Administration of Islamic Republic of Iran

2 Department of Management, Torbat-e-Heydareih Branch, Islamic Azad University, Torbat-e-Heydareih Iran

3 Deputy of Education ,Tax Applied Sciences University, Mashhad, Iran

Abstract

Over the past two decades, developed countries were shadowed by moving toward service-based economics, which is recently affecting developing countries. Due to such transformation, scientific parties became interested in and managers tried to increasingly recognize effective factors of quality of service (QoS) and customer satisfaction. The present study made efforts to cover each model weaknesses using strengths of the other through integrating the two well–known models of Kano & Servqual. The survey was conducted at Customs of Mashhad Airport trying to identify customer satisfaction effective factors. 120 questionnaires were randomly distributed among the customs’ clients. The effect of SERVQUAL model dimensions on client satisfaction was identified t=using five research hypotheses; next, each dimension was classified in one of the three requirement categories of KANO model; then, the relationship between factors of quality of service model with the requirements was examined. Research result revealed that more than 50% of changes in dependent variable (satisfaction) are explained by quality of service model components and 75% of changes in customer satisfaction were predicted by functional and motivational requirements. Moreover, There was seen a significant relationship between quality of service model components and Kano functional and motivational requirements. Finally, some suggestions are recommended to improve the organization quality of services and to advice for future research.

Keywords


Arabi, M. and Esfandiari, S. (2003). Deremination of Servqual Indices, Industrial Management Quarterly, No. 2, pp. 1-19.
Azar, A. and Momeni, M. (2007). Statistics and Its Application in Management, Vol. 2, Samt Publication, Tehran
Babaei, M. (2006). An Introduction to Kano Model, Management Soluations Website: http://www.mgtsolvtion.com/olib
Donnelly. M., Neil,  J. K., Rimmer. R, and Shiu. M. (2006). “Assessing the quality of police service using SERVQUAL”. International journal of police strategies & Management, Vol. 29, No. 1, pp. 92-105
Golchinfar, S. (2003). Investigation of Factors Affecting Customer Satisfaction of Refah Bank by Applying Kano Model, Master Thesis, University of Tehran.
Goli, E. (2007). Investigation of Customer Satisfaction of Service Quality and Determination of Fundamentl, Performance and Motivational Attributes of Maskan Bank in Shiraz, Master Thesis, Ferdowsi University of Mashhad.
Hosseini Hashemzadeh, D. (2009). Investigation of Factors Affecting Custormer Satisfaction in Industry and Mine Bank, Journal of Business Management, Vol. 1, No. 2, pp. 63-82.
Jamal. A., Naser. K. (2002). “Customer satisfaction and retail banking: an assessment of some key antecedents of customer satisfaction in retail banking”, European Journal of Marketing, 20 (4),  pp. 146-160
Jamali. Dima (2007). “A study of customer satisfaction in the context of a public private partnership”. International Journal of Quality & Reliability Management, Vol. 24, No.4, pp. 370-385
Kay, c., tan, Theresia a. pawitra (2001), “Integrating Servqual and Kano model into QFD for service excellence development ”. Managing service quality, Vol .11, No. 6
Matzler. K, Hintehuber. H. H. (1998). “How to make product development projects more successful by integrating Kano model of customer satisfaction into quality function deployment”. Elsevier Science Ltd, Technovation, Vol . 18, No.1, pp. 25-38
Nowacki, Marek. M (2005), “Evaluating a museum as a tourist product using Servqual method”. Museum Management and Curatorship 20, 235-250
Parasuraman. A  Zeithaml. A,  Berry .L (1998). “A conceptual model of service quality and its implication for future research”.Journal of Marketing, Vol. 49, pp. 41-50
Sarverwein. Elmar,  Bailom. Franz , Matzelr. Kurt,  Hinterhuber. Hans H (1996). “The Kano Model: How to Delight Your Customers”, Preprints volume I of the IX. International working Seminar on production Economics, Innsbruck. pp. 313-327
Seyed Javadin, S. R. and Kimasi, M. (2005). Service Quality Management, Negah Danesh, First Edition.
Sireli, Y. A. (2003). “Information System Product Development by Integration of Kano customer satisfaction model with quality function deployment”, PreQust Information and Learning company.
Vazifehdust, H. and Ataollahi, P. (2007). Evaluating the Customer Satisfaction of Post Sale Services of Saipa Applying Kano Model, Journal of Marketing Management, No. 3, pp. 89-103.
Witall. L, Lofgren, M. (2007).“Classification of quality attributes”. Managing Service Quality, Vol. 17, No. 1, pp. 54-73
Zeithaml, A., Valerie, A. and Parasuraman, A. (1998). Service Quality: Investigating and Criticizing the Servqual Model and Development of New Models, Translated by Heidarzadeh, A. and Hajiha, A. Kasa Kavosh Publication, First Edition.