AN ANALYSIS OF QUALITY CRITERIA TO DETERMINE THE IMPROVEMENT PRIORITY ATTRIBUTES

Abstract

The focus of this study is on how to find out the improvement priorities for customer satisfaction. The identification, analysis, and evaluation conducted in this study is to the Voice of Customer (VoC) based on the service attributes of SERVQUAL.  To explore customer satisfaction, the survey distributed is through questionnaire developed using Kano method and Likert scale to the customers of event organizer in Selangor, especially the customers who are using their services for wedding events. While to find out what the attributes of service delivered as the elements for improvement required, the analysis conducted is through the integration of ranking level, customer satisfaction-dissatisfaction (CS-DS) values and graph, and their correlation. In this study, the statistical analysis conducted using SPSS is to construct the comparison between Kano method results against the quality attributes based on pairwise of Functional and Dysfunctional condition to find out the correlation and the relationship among the service elements identified. This study found that “The electronic service to communicate with customer (K1)” of the service attributes of “Responsiveness” is as the first priority improvement required by customer.