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Analysis of Service Quality Attributes in the CVS Premium Packed Meal Products Based on the Kano Model

Kano 모형을 이용한 편의점 프리미엄 도시락의 서비스품질 속성 분석

Baek, Seung Hee;Lee, Bumjun
백승희;이범준

  • Received : 2019.02.22
  • Accepted : 2019.05.27
  • Published : 2019.06.30

Abstract

This study examined the service quality attributes of the CVS (Convenient Store) packed meal products by applying the Kano model. The main survey was conducted by a research company using an online survey in the form of a self-administered questionnaire. The 499 samples were limited to customers who had experienced CVS packed meal products within the last months. A total of 14 service quality attributes of the CVS premium packed meal products were categorized as four attractive qualities, one must-be quality, three one-dimensional qualities and six indifferent qualities. According to the Better and Worse quotient designed by Timko, 'coupon and sales promotion event', 'healthy menu configuration', and 'balanced nutrition' had higher levels of the Better coefficient. On the other hand, 'hygiene and cleanliness', 'the delicious food', and 'fresh ingredients' showed a higher Worse coefficient. The results also suggest that each service quality attribute is not a single dimension but a complex attribute. As a result, this research suggests that marketing practitioners should immediately identify consumer's changing perception of quality to attract new customers and prevent existing customers from leaving in the CVS premium packed meal products segment.

Keywords

Kano model;service quality;premium packed meal product;convenient store

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