A Study on Improvement of Service Convenience Quality of Convenience Stores Using KANO Model and PCSI Index
Chan Woo Park, Chang-Bum Choi · Journal of Korea Service Management Society · 2020
Applying the Kano model to the analysis of two convenience store chains of GS25 and CU, we identified the quality attributes of convenience stores’ service convenience quality. We then examined the differences between GS25 and CU in quality attributes and quality improvement priorities. The survey was conducted on 300 customers, 150 each by the two brands. Convenience stores’ service convenience quality was measured with the SERVCON. We then used Kano model to classify the quality attributes. Quaility improvement factors for customer satisfaction were derived through the PCSI Index. As a result of comparison of the PCSI Index, GS25 demonstrated the potential for the improvement of customer satisfaction when quality for price, complaint handling, and employee kindness are improved. In the case of CU, complaint handling, kindness, quality for price, and cleanliness demonstrated the potentials for the improvement of customer satisfaction. This study contributes to customer marketing and service improvement by providing the priorities of improving service convenience quality.