摘要：The purpose of this study is to establish a new methodology for decision analysis. This is done by integrating Kano’s model and SERVQUAL to help organizations identify core service quality attributes that will effectively enhance customers’ satisfaction. SERVQUAL does not consider the non-linear impact of quality attributes and quality improvement effectiveness. Kano’s model determines quality attributes by mode and ignores the cognition differences of quality attributes of different customers because it is unable to accurately analyze the priorities of quality improvement that results in wrong decisions. This study used the Kano’s model of customer satisfaction improvement quantitative analysis integrated with SERVQUAL information on customers’ expectation and perception. It used it to calculate the improvement ratio of expected service quality satisfaction improvement to determine improvement priorities. This study illustrated the methodology and effectiveness of integrating Kano’s model and SERVQUAL.
