Integrating the Kano model with NSD and EMF to assess the innovative attributes of service quality – an empirical study of Taiwan's KTV service industry

Abstract

Innovative services can enhance the competitiveness and market share of KTV (Karaoke TeleVision) operators by extending the services of their In-store customers to their In-house customers via cloud services. The purpose of this paper is to determine the innovative service attributes of the KTV service model. The study proposed the Kano model, combining new service development (NSD) with an Experience Marketing Framework (EMF). Finally, customer satisfaction was analyzed. The study found that there are 14 attributes of attractive requirements, two attributes of one-dimensional requirements and three attributes of indifference requirements. When the 400 general customers were divided in two groups (‘gender’ and ‘have used/not used’), 18 of the attributes were the same. The only different attribute between the two groups is the sharing platform item, which is an attractive attribute for females and an indifference attribute for males. This was also an attractive attribute for people who ‘have used’ and an indifference attribute for people who ‘have not used’. Based on these findings, the study provides five practical implications that can serve as a guideline for KTV operators, providing them a useful reference for designing innovative services.

Keywords:

• Kano model
• KTV
• service quality
• NSD
• EMF

Note

Disclosure statement

The authors report no conflicts of interest. The authors alone are responsible for the content and writing of this article.

Notes on contributors

Ta-Sheng Lo received a M.S. degree in Electronic Engineering from the National Taiwan University of Science and Technology. He has joined the Ministry of Economic Affairs in Taiwan since 1994 and is a Division Director of Industrial Development Bureau now (currently). He is a Ph.D. candidate of Department of Information Management at National Taiwan University of Science and Technology. His research interests include user experience and service design.

Hsiao-Lan Wei is an Assistant Professor in the Department of Information Management at National Taiwan University of Science and Technology, Taiwan (R.O.C.). She received her MBA and Ph.D. in Information Management from National Central University, Taiwan. Her research interests include enterprise resource planning, organizational learning, and supply-chain management. Her research has appeared in Journal of Management Information Systems, Decision Sciences, European Journal of Information Systems, International Journal of Production Economics and others.

Hsi-Peng Lu is a Distinguished Professor in the Department of Information Management at National Taiwan University of Science and Technology, Taiwan (R.O.C.). He received his Ph.D. and M.S. degrees in Industry Engineering from the University of Wisconsin-Madison in 1992 and 1991, respectively. Working as a TV program host since 1996, Dr. Lu has interviewed more than 1000 CEOs in Taiwan. This has helped him become very familiar with development policy on industrial technology and trends in Taiwan. His research work has appeared in journals such as Information & Management, Omega, European Journal of Operation Research, International Journal of Information Management and International Journal of Technology Management.

Hsien-Tang Ko is an Adjunct Professor in the Graduate Institute of Management at the National Taiwan University of Science and Technology. He received an MBA degree from the National Taiwan University and Ph.D. degree from the National Taiwan University of Science and Technology. Dr. Ko has joined the Institute for Information Industry (III) in Taiwan since 1984 and is a Director General of Industry Development Augmentation Division now. His research work has appeared in journals such as Behaviour & Information Technology, Management Decision, The Service Industries Journal, International Journal of Digital Television, and Journal of Service Management.

Notes

1 Strategic planning, idea generation, idea screening, business analysis, formation of cross-functional team, service design and process system design, personnel training, service testing and pilot run, test marketing, and commercialization.