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KMID : 0665420190340030308
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Korean Journal of Food Culture
2019 Volume.34 No. 3 p.308 ~ p.315
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Analysis of service quality attributes in the CVS premium packed meal products based on the Kano Model
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Baek Seung-Hee
Lee Bum-Jun
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Abstract
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This study examined the service quality attributes of the CVS (Convenient Store) packed meal products by applying the Kano model. The main survey was conducted by a research company using an online survey in the form of a self-administered questionnaire. The 499 samples were limited to customers who had experienced CVS packed meal products within the last months. A total of 14 service quality attributes of the CVS premium packed meal products were categorized as four attractive qualities, one must-be quality, three one-dimensional qualities and six indifferent qualities. According to the Better and Worse quotient designed by Timko, 'coupon and sales promotion event', 'healthy menu configuration', and 'balanced nutrition' had higher levels of the Better coefficient. On the other hand, 'hygiene and cleanliness', 'the delicious food', and 'fresh ingredients' showed a higher Worse coefficient. The results also suggest that each service quality attribute is not a single dimension but a complex attribute. As a result, this research suggests that marketing practitioners should immediately identify consumer's changing perception of quality to attract new customers and prevent existing customers from leaving in the CVS premium packed meal products segment.
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KEYWORD
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Kano model, service quality, premium packed meal product, convenient store
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