Classifying restaurant service quality attributes by using Kano model and IPA approach

This study examines how each items of service quality may exhibit different impacts on customer satisfaction and uses DINESERV to carry out a questionnaire survey on consumers in the chain restaurant industry. As the Kano model and importance-performance analysis (IPA) each have their own definition and management strategies, using only one approach inevitably has its drawbacks. This study combines the Kano model and the IPA to investigate the critical service quality attributes in the chain restaurant industry. The results show the chain restaurant industry should exclude 'care-free quality' items, implement service quality centred on 'keep up the good work', use 'high attractive quality attributes' to strengthen the focus on improvement – as these attributes are able to strengthen the advantages of chain restaurants, and strive to maintain 'high value-added quality attributes' and 'critical quality attributes'. The 'high attractive quality attributes' and 'potential quality attributes' do not directly affect consumer satisfaction; they can be viewed as a second priority for improvement. To enhance and maintain customer satisfaction, the abovementioned attributes are combined with potential quality attributes as a strategic weapon to highlight competitive advantage.