Classifying Customer Attributes with Importance Performance Analysis and Fuzzy Kano

Authors

  • Elia Oey Bina Nusantara University
  • Nyimas Revita Permaisuri Putri Bina Nusantara University
  • Benyamin Suwito Rahardjo Bina Nusantara University

DOI:

https://doi.org/10.21512/commit.v17i2.8534

Keywords:

Customer Attributes, Importance Performance Analysis (IPA), Fuzzy Kano

Abstract

Analyzing what consumer needs remains every day’s challenge for every business. Every business entity requires continuous effort as consumers become more demanding and have more access to product/service offerings, leading to more competitive market dynamics and the necessity for more innovative ways of offering products/services. The research aims to recommend a set of customer attributes for the studied company and analyze the selected attributes using a combination of Importance Performance Analysis (IPA) and fuzzy Kano. The research is a case study of a company selling gift vouchers for individual and corporate consumers. The research combines literature study and affinity diagram workshop to identify the required consumer attributes, which are analyzed using the integration of IPA and fuzzy Kano. The results suggest that the studied company should concentrate on several attributes, such as A7-simple requirement during the purchasing process, A10-no administration fee during purchase, A14-cross promotion with various sister brands, and A15-no minimum purchase. The attributes fall under “concentrate here” in the IPA grid while at the same time, those are considered as “effective improving area” in the fuzzy Kano grid. The studied company is also recommended to keep their good work on the attribute of A5-expiry date longer than one year so that it remains their competitive attribute and does not fall into the other inferior quadrants.

Dimensions

Plum Analytics

Author Biographies

Elia Oey, Bina Nusantara University

International Business Management Program, Management Department, BINUS Business School Undergraduate Program

Nyimas Revita Permaisuri Putri, Bina Nusantara University

International Business Management Program, Management Department, BINUS Business School Undergraduate Program

Benyamin Suwito Rahardjo, Bina Nusantara University

International Business Management Program, Management Department, BINUS Business School Undergraduate Program

References

Research and Markets, “Global gift cards market report 2021-2026–Robust rise of e-commerce & m-commerce to support market growth,” 2022. [Online]. Available: https://tinyurl.com/2v7kftcw

——, “Indonesia gift card and incentive card market intelligence and future growth dynamics (Databook) - Q1 2023 update,” 2023. [Online]. Available: https: //www.researchandmarkets.com/reports/4751517/indonesia-gift-card-and-incentive-card-market

N. Berg, J. Y. Kim, and J. Park, “Why do firms sell gift cards although consumers prefer cash to gift cards?” Economic Modelling, vol. 96, pp. 379–388, 2021.

Y. Ding and Y. Zhang, “Hiding gifts behind the veil of vouchers: On the effect of gift vouchers versus direct gifts in conditional promotions,” Journal of Marketing Research, vol. 57, no. 4, pp. 739–754, 2020.

R. Becker, S. M¨oser, and D. Glauser, “Cash vs. vouchers vs. gifts in web surveys of a mature panel study–Main effects in a long-term incentives experiment across three panel waves,” Social Science Research, vol. 81, pp. 221–234, 2019. [6] E. Oey and H. Siringoringo, “Can past research generate future opportunities? – A systematic literature review for consumer behaviour in the service sector,” International Journal of Business Excellence, vol. In Press.

E. Oey, B. R. Paleva, J. Weijaya, and B. Bongara, “Generating and quantifying consumer preferences using Kansei and fuzzy analytical hierarchical process-a case study in an apparel manufacturer,” International Journal of Business Excellence, vol. 23, no. 3, pp. 312–329, 2021.

E. Oey, B. Ngudjiharto, W. Cyntia, M. Natashia, and S. Hansopaheluwakan, “Driving process improvement from customer preference with Kansei engineering, SIPA and QFD methods-A case study in an instant concrete manufacturer,” International Journal of Productivity and Quality Management, vol. 31, no. 1, pp. 28–48, 2020.

J. A. Martilla and J. C. James, “Importanceperformance analysis,” Journal of Marketing, vol. 41, no. 1, pp. 77–79, 1977.

K. Ganguly and S. S. Rai, “Evaluating the key performance indicators for supply chain information system implementation using IPA model,” Benchmarking: An International Journal, vol. 25, no. 6, pp. 1844–1863, 2018.

H. Panjehfouladgaran and H. Shirouyehzad, “Classification of critical success factors for reverse logistics implementation based on importance-performance analysis,” International Journal of Productivity and Quality Management, vol. 25, no. 2, pp. 139–150, 2018.

E. Oey, T. Paramitha, and N. Novita, “Integrating Kano customer satisfaction coefficient and SIPA grid for service quality improvement,” International Journal of Productivity and Quality Management, vol. 31, no. 2, pp. 167–188, 2020.

T. H. Wu, S. J. Weng, Y. T. Lin, S. H. Kim, and D. Gotcher, “Investigating the importance and cognitive satisfaction attributes of service quality in restaurant business-A case study of TASTy Steakhouse in Taiwan,” Journal of Foodservice Business Research, vol. 23, no. 4, pp. 263–284, 2020.

T. H. Wu, S. J. Weng, R. B. Pan, S. H. Kim, D. Gotcher, and Y. T. Tsai, “Exploring service quality combining Kano model and importance-performance analysis-customer satisfaction of luxury housing service management,” International Journal of Services, Economics and Management, vol. 11, no. 1, pp. 71–95, 2020.

N. Kano, N. Seraku, F. Takahashi, and S. Tsuji, “Attractive quality and must-be quality,” Journal of the Japanese Society for Quality Control, vol. 31, no. 4, pp. 147–156, 1984.

S. Avikal, R. Singh, and Rashmi, “QFD and fuzzy Kano model based approach for classification of aesthetic attributes of SUV car profile,” Journal of Intelligent Manufacturing, vol. 31, no. 2, pp. 271–284, 2020.

A. Pandey and R. Sahu, “Mapping heritage tourism service quality using the Kano model: A case study of indian tourism,” International Journal of Services and Operations Management, vol. 37, no. 2, pp. 264–283, 2020.

M. Barkhordar and H. Shirouyehzad, “Identification of critical success factors for implementation of MIS in project-based organisations and classification using Kano model,” International Journal of Productivity and Quality Management, vol. 27, no. 2, pp. 125–143, 2019.

P. Madz´ık, P. Budaj, D. Mikul´aˇs, and D. Zimon, “Application of the Kano model for a better understanding of customer requirements in higher education–A pilot study,” Administrative Sciences, vol. 9, no. 1, pp. 1–18, 2019.

P. Madz´ık, P. Budaj, and A. Chochol´akov´a, “Practical experiences with the application of corporate social responsibility principles in a higher education environment,” Sustainability, vol. 10, no. 6, pp. 1–25, 2018.

L. A. Zadeh, “Fuzzy sets,” Information and Control, vol. 8, no. 3, pp. 338–353, 1965.

P. Kinker, V. Swarnakar, A. R. Singh, and R. Jain, “Prioritizing NBA quality parameters for service quality enhancement of polytechnic education institutes–A fuzzy Kano-QFD approach,” Materials Today: Proceedings, vol. 47, pp. 5788–5793, 2021.

E. Oey, G. Librianne, E. Elvira, and D. A. Irawan, “Comparing two ways of integrating fuzzy Kano and importance performance analysis–With a case study in a beauty clinic,” International Journal of Productivity and Quality Management, vol. 38, no. 3, pp. 285–311, 2023.

Y. F. Kuo, J. Y. Chen, and W. J. Deng, “IPA–Kano model: A new tool for categorising and diagnosing service quality attributes,” Total Quality Management & Business Excellence, vol. 23, no. 7-8, pp. 731–748, 2012.

E. Oey, D. Cynthia, M. Megawati, and S. Hansopaheluwakan, “ServQual and modified Kano for process improvement–A case study of a medical device distributor,” International Journal of Business Excellence, vol. 28, no. 3, pp. 281–299, 2022.

Downloads

Published

2023-09-06
Abstract 889  .
PDF downloaded 981  .