Integration Kano Model and E-Servqual to Evaluate Online Travel Agent Services in Bandung 2022

https://doi.org/10.22146/kawistara.73937

Bethani Suryawardani(1*), Dendi Gusnadi(2), Astri Wulandari(3), Dandy Marcelino(4)

(1) Digital Marketing, Telkom Applied Science School, Bandung
(2) Hospitality, Telkom Applied Science School, Bandung
(3) Digital Marketing, Telkom Applied Science School, Bandung
(4) Master of Management, Telkom Economy and Business School, Bandung
(*) Corresponding Author

Abstract


One of the integrated e-commerce models is online ticket selling. Many travel agents sell travel tickets for national or international destinations online through websites; one of them is Tiket.com, a popular travel agency in Indonesia. The intense competition in the internet-based service providing industry has, in fact, motivated this company to meet their customers’ needs and preferences with quality services; the goal is to increase the number of their service users. The purpose of this study is to identify aspects of user requirements by Tiket.com as an online travel agent service that need to be maintained and improved. This study combines two methods of measuring customer satisfaction, namely the Kano model and e-service quality. The identified customer needs, based on Voice of Customer, can be analyzed to increase satisfaction. The results of this study are grouped into the dimensions of e-service quality, i.e. reliability, responsiveness, fulfillment, ease of use, information, security, and efficiency. Using a combination of e-service quality and Kano Model, six attributes of True Customer Needs were acquired; five of them are recommended for improvement and one needs to be developed. Tiket.com are suggested to pay more attention to weak attributes that are included in the must be category because they are fundamental for the company's services. They are also advised to develop weak and strong attributes that are included in the attractive category because they can help the company increase their competitive advantage.


Keywords


Service Quality; Online Travel Agent; Kano Model; E-Service Quality.

Full Text:

PDF


References

Andriani, M., Irawan, H., & Rizqa Asyura, N. (2021). Improving Quality Using The Kano Model in Overcoming Competition in The Service Industry. International Journal of Engineering, Science and Information Technology, 1(4). https://doi.org/10.52088/ijesty.v1i4.145.

Asian, S., Pool, J. K., Nazarpour, A., & Tabaeeian, R. A. (2019). On the importance of service performance and customer satisfaction in third-party logistics selection: An application of Kano model. Benchmarking, 26(5). https://doi.org/10.1108/BIJ-05-2018-0121.

Azad, Z. K., Givi, M. R. E., Nakhoda, M., & Haseli, D. (2016). The classification of webqual dimensions based on the asymmetric impact-performance of Kano’s customer satisfaction model: A case study of Tehran virtual university website. Iranian Journal of Information Processing Management, 31(3).

Basfirinci, C., & Mitra, A. (2015). A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model. Journal of Air Transport Management, 42. https://doi.org/10.1016/j.jairtraman.2014.11.005.

Camilleri, M. A. (2018). The Tourism Industry: An Overview. In Travel Marketing, Tourism Economics and the Airline Product. In The Tourism Industry (Issue October).

Chen, C. Den, Ku, E. C. S., & Yeh, C. C. (2019). Increasing rates of impulsive online shopping on tourism websites. Internet Research, 29(4), 900–920. https://doi.org/10.1108/INTR-03-2017-0102.

Choi, Y., Zhang, L., Debbarma, J., & Lee, H. (2021). Sustainable management of online to offline delivery apps for consumers’ reuse intention: Focused on the meituan apps. Sustainability (Switzerland), 13(7). https://doi.org/10.3390/su13073593.

Deng, J., & Pierskalla, C. D. (2018). Linking importance-performance analysis, satisfaction, and loyalty: A study of Savannah, GA. Sustainability (Switzerland), 10(3). https://doi.org/10.3390/su10030704.

Dewi, S. K., & Nugraha, A. (2021). Quality of service evaluation based on importance performance analysis method and the kano model. Journal of Physics: Conference Series, 1764(1). https://doi.org/10.1088/1742-6596/1764/1/012199.

Dinas Kebudayaan dan Pariwisata. (2016). Jumlah Wisatawan Mancanegara dan Domestik di Kota Bandung. OpenData Bandung. data.bandung.go.id.

Fam, K. S., Liat Cheng, B., Cham, T. H., Tan Chia Yi, M., & Ting, H. (2021). The Role of Cultural Differences in Customer Retention: Evidence from the High-Contact Service Industry. Journal of Hospitality and Tourism Research. https://doi.org/10.1177/10963480211014944.

Fauziyah, R., Rohayati, Y., & Sagita, B. H. (2019). Integrating e-servqual and kano model to improve adorable projects website service quality. Jurnal Sistem Dan Manajemen Industri, 3(2). https://doi.org/10.30656/jsmi.v3i2.1505.

Fofan, A. C., Oliveira, L. A. B. de, Melo, F. J. C. de, Jerônimo, T. de B., & Medeiros, D. D. de. (2019). An Integrated Methodology Using PROMETHEE and Kano’s Model to Rank Strategic Decisions. EMJ - Engineering Management Journal, 31(4). https://doi.org/10.1080/10429247.2019.1655351.

Gajewska, T., Zimon, D., Kaczor, G., & Madzík, P. (2020). The impact of the level of customer satisfaction on the quality of e-commerce services. International Journal of Productivity and Performance Management, 69(4). https://doi.org/10.1108/IJPPM-01-2019-0018.

Go, M., & Kim, I. (2018). In-flight NCCI management by combining the Kano model with the service blueprint: A comparison of frequent and infrequent flyers. Tourism Management, 69. https://doi.org/10.1016/j.tourman.2018.06.034.

Hair, J. F., & Brunsveld, N. (2019). Essentials of business research methods. In Essentials of Business Research Methods. https://doi.org/10.4324/9780429203374.

Hu, K. C., Chia, K. C., Lu, M., & Liang, Y. L. (2022). Using importance–performance analysis, goal difficulty and the Kano model to prioritize improvements in the quality of home delivery logistics services. International Journal of Logistics Management, 33(2). https://doi.org/10.1108/IJLM-12-2020-0491.

Hussain, S., Fangwei, Z., Siddiqi, A. F., Ali, Z., & Shabbir, M. S. (2018). Structural Equation Model for evaluating factors affecting quality of social infrastructure projects. Sustainability (Switzerland), 10(5). https://doi.org/10.3390/su10051415.

Irawan, A. W., Yusufianto, A., Agustina, D., & Dean, R. (2020). Laporan Survei Internet APJII 2019-2020 (Q2).

Ishak, A., Ginting, R., Suwandira, B., & Fauzi Malik, A. (2020). Integration of Kano Model and Quality Function Deployment (QFD) to Improve Product Quality: A Literature Review. IOP Conference Series: Materials Science and Engineering, 1003(1). https://doi.org/10.1088/1757-899X/1003/1/012025.

Junianto, H. J., Winata, A., & Zuraida, R. (2021). Fuzzy Kano Model and E-SERV Qual Application to Evaluate Performance of E-Travel Services Website in Indonesia. Proceedings of the Second Asia Pacific International Conference on Industrial Engineering and Operations Management, 2271–2281.

Keiningham, T., Aksoy, L., Bruce, H. L., Cadet, F., Clennell, N., Hodgkinson, I. R., & Kearney, T. (2020). Customer experience driven business model innovation. Journal of Business Research, 116. https://doi.org/10.1016/j.jbusres.2019.08.003.

Kermanshachi, S., Nipa, T. J., & Nadiri, H. (2022). Service quality assessment and enhancement using Kano model. PLoS ONE, 17(2 February). https://doi.org/10.1371/journal.pone.0264423.

Kostrzewska, M., & Wrukowska, D. (2019). Measuring customer satisfaction in the e-service market. Advances in Business Related Scientific Research Journal, 10(2).

Kotler, P., & Keller, K. L. (2016). Marketing Mangement. In Pearson Edition Limited (15th ed.).

Kumarasinghe, S., Lee, C., & Karunasekara, C. (2019). Comparing local and foreign perceptions of service quality of five-star hotels in Sri Lanka. Journal of Quality Assurance in Hospitality and Tourism, 20(1). https://doi.org/10.1080/1528008X.2018.1483285.

Kusumahadi, K., Sastika, W., & Hanifa, F. H. (2022). E-ServiceQuality Model and Kano Model: An Integration Improvement on Service Quality in E-Commerce Services. International Journal of Entrepreneurship, Business and Creative Economy, 2(1). https://doi.org/10.31098/ijebce.v2i1.738.

Lacerda, A. B., Souza, A. S. da S., Da Silva, G. K. L., Azevedo, E. H. M. De, & Melo, F. J. C. De. (2021). Basic Health Units services quality assessment through Kano and SERVQUAL models. Benchmarking. https://doi.org/10.1108/BIJ-06-2021-0351.

Lembaga Penyelidikan Ekonomi dan Masyarakat. (2017). Laporan Akhir Kajian Dampak Sektor Pariwisata Terhadap Perekonomian Indonesia.

Lestarini, D., & Surendro, K. (2018). Designing kano-based e-service quality model to improve user satisfaction. Proceedings - 2017 2nd International Conferences on Information Technology, Information Systems and Electrical Engineering, ICITISEE 2017, 2018-January. https://doi.org/10.1109/ICITISEE.2017.8285484.

Ludwianto, B. (2018). Jumlah Pengguna Internet Indonesia Paling Besar di Asia Tenggara. KumparanTech. kumparan.com.

Lutfie, H., & Marcelino, D. (2020). CREATING ONLINE PURCHASE DECISION AND BRAND IMAGE BASED ON ADVERTISING EFFECTIVENESS WITH EPIC MODEL. MIX JURNAL ILMIAH MANAJEMEN, 10(3). https://doi.org/10.22441/mix.2020.v10i3.003.

Ma, M. Y., Chen, C. W., & Chang, Y. M. (2019). Using Kano model to differentiate between future vehicle-driving services. International Journal of Industrial Ergonomics, 69. https://doi.org/10.1016/j.ergon.2018.11.003.

Madzík, P., Budaj, P., Mikuláš, D., & Zimon, D. (2019). Application of the kano model for a better understanding of customer requirements in higher education—a pilot study. Administrative Sciences, 9(1). https://doi.org/10.3390/admsci9010011.

Midayanti et al. (2017). Laporan Penyelenggaraan Penyusunan Data Statistik Dalam Rangka Big Data Ekonomi Kreatif: Tenaga Kerja Ekonomi Kreatif 2011-2016. In Badan Pusat Statistik.

Murdiansyah, A. (2016). Tren Transaksi E-Commerce di Indonesia. SWAOnline. swa.co.id.

Nistanto, R. K. (2019). Riset: Penetrasi Internet Indonesia Naik Jadi 56 Persen. Kompas. tekno.kompas.com.

Octabriyantiningtyas, D., & Suryani, E. (2019). The Effect of Service Quality on T-Cash Customer Satisfaction using System Dynamics Framework. Journal of Information Systems Engineering and Business Intelligence, 5(1). https://doi.org/10.20473/jisebi.5.1.76-84.

Othman, B. A., Harun, A., De Almeida, N. M., & Sadq, Z. M. (2021). The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing, 12(2). https://doi.org/10.1108/JIMA-09-2019-0198.

Pandey, A., Sahu, R., & Joshi, Y. (2022). Kano Model Application in the Tourism Industry: A Systematic Literature Review. Journal of Quality Assurance in Hospitality and Tourism, 23(1). https://doi.org/10.1080/1528008X.2020.1839995.

Park, H., Lee, M., & Back, K. J. (2021). Exploring the roles of hotel wellness attributes in customer satisfaction and dissatisfaction: application of Kano model through mixed methods. International Journal of Contemporary Hospitality Management, 33(1). https://doi.org/10.1108/IJCHM-05-2020-0442.

Paul, P., Giri, S., Mitra, P., & Haque, M. M. (2022). Analysing the Customer Satisfaction Index of E-banking Using Kano (1984) Model Framework. Global Business Review. https://doi.org/https://doi.org/10.1177%2F09721509221093892.

Rodríguez-Díaz, M., Rodríguez-Voltes, C. I., & Rodríguez-Voltes, A. C. (2018). Gap analysis of the online reputation. Sustainability (Switzerland), 10(5). https://doi.org/10.3390/su10051603.

Sekaran, U., & Bougie, R. (2016). Research Method for Business Textbook (A Skill Building Approach). United States: John Wiley & Sons Inc.

Seo, Y. J., & Um, K. H. (2019). The asymmetric effect of fairness and quality dimensions on satisfaction and dissatisfaction: An application of the Kano model to the interdisciplinary college program evaluation. Studies in Educational Evaluation, 61. https://doi.org/10.1016/j.stueduc.2019.04.007.

Shahin, A., & Shahiverdi, S. M. (2015). Estimating customer lifetime value for new product development based on the Kano model with a case study in automobile industry. Benchmarking, 22(5). https://doi.org/10.1108/BIJ-10-2013-0099.

Shen, Y., Kokkranikal, J., Christensen, C. P., & Morrison, A. M. (2021). Perceived importance of and satisfaction with marina attributes in sailing tourism experiences: A kano model approach. Journal of Outdoor Recreation and Tourism, 35. https://doi.org/10.1016/j.jort.2021.100402.

Shin, S., & Nicolau, J. L. (2022). Identifying attributes of wineries that increase visitor satisfaction and dissatisfaction: Applying an aspect extraction approach to online reviews. Tourism Management, 91. https://doi.org/10.1016/j.tourman.2022.104528.

Shokouhyar, S., Shokoohyar, S., & Safari, S. (2020). Research on the influence of after-sales service quality factors on customer satisfaction. Journal of Retailing and Consumer Services, 56. https://doi.org/10.1016/j.jretconser.2020.102139.

Suryawardani, B., Wulandari, A., & Marcelino, D. (2021). Tourism 4.0: digital media communication on online impulse buying and e-satisfaction. BISMA (Bisnis Dan Manajemen), 14(1). https://doi.org/10.26740/bisma.v14n1.p74-93.

Tang, L. L., Chen, S. H., & Lin, C. C. (2021). Integrating fmea and the Kano model to improve the service quality of logistics centers. Processes, 9(1). https://doi.org/10.3390/pr9010051.

Tsiotsou, R. H. (2019). Rate my firm: cultural differences in service evaluations. Journal of Services Marketing, 31(7). https://doi.org/10.1108/JSM-12-2018-0358.

Ullah, F., Sepasgozar, S. M. E., Shirowzhan, S., & Davis, S. (2021). Modelling users’ perception of the online real estate platforms in a digitally disruptive environment: An integrated KANO-SISQual approach. Telematics and Informatics, 63. https://doi.org/10.1016/j.tele.2021.101660.

Um, K. H., Fang, Y., & Seo, Y. J. (2021). The Ramifications of COVID-19 in Education: Beyond the Extension of the Kano Model and Unipolar View of Satisfaction and Dissatisfaction in the Field of Blended Learning. Educational Measurement: Issues and Practice, 40(3). https://doi.org/10.1111/emip.12432.

Valarezo, Á., Pérez-Amaral, T., Garín-Muñoz, T., Herguera García, I., & López, R. (2018). Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior. Telecommunications Policy, 42(6). https://doi.org/10.1016/j.telpol.2018.03.006.

Van, N. T. T., Vrana, V., Duy, N. T., Minh, D. X. H., Dzung, P. T., Mondal, S. R., & Das, S. (2020). The role of human–machine interactive devices for post-COVID-19 innovative sustainable tourism in Ho Chi Minh City, Vietnam. Sustainability (Switzerland), 12(22). https://doi.org/10.3390/su12229523.

Vatolkina, N., Gorbashko, E., Kamynina, N., & Fedotkina, O. (2020). E-service quality from attributes to outcomes: The similarity and difference between digital and hybrid services. Journal of Open Innovation: Technology, Market, and Complexity, 6(4). https://doi.org/10.3390/joitmc6040143.

Wahyuni, T. (2015). Survei: Bandung Kota Terfavorit Wisatawan Se-ASEAN. CNN Indonesia. www.cnnindonesia.com.

Zobnina, M., & Rozhkov, A. (2018). Listening to the voice of the customer in the hospitality industry: Kano model application. Worldwide Hospitality and Tourism Themes, 10(4). https://doi.org/10.1108/WHATT-03-2018-0020.



DOI: https://doi.org/10.22146/kawistara.73937

Article Metrics

Abstract views : 1888 | views : 1580

Refbacks

  • There are currently no refbacks.




Copyright (c) 2022 Bethani Suryawardani, Dendi Gusnadi, Astri Wulandari, Dandy Marcelino

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Jurnal Kawistara is published by the Graduate School, Universitas Gadjah Mada.