Studying Customer Satisfaction of Mashhad Airport Customs Based on Kano and Servqual Models

Abstract

Over the past two decades, developed countries were shadowed by moving toward service-based economics, which is recently affecting developing countries. Due to such transformation, scientific parties became interested in and managers tried to increasingly recognize effective factors of quality of service (QoS) and customer satisfaction. The present study made efforts to cover each model weaknesses using strengths of the other through integrating the two well–known models of Kano & Servqual. The survey was conducted at Customs of Mashhad Airport trying to identify customer satisfaction effective factors. 120 questionnaires were randomly distributed among the customs’ clients. The effect of SERVQUAL model dimensions on client satisfaction was identified t=using five research hypotheses; next, each dimension was classified in one of the three requirement categories of KANO model; then, the relationship between factors of quality of service model with the requirements was examined. Research result revealed that more than 50% of changes in dependent variable (satisfaction) are explained by quality of service model components and 75% of changes in customer satisfaction were predicted by functional and motivational requirements. Moreover, There was seen a significant relationship between quality of service model components and Kano functional and motivational requirements. Finally, some suggestions are recommended to improve the organization quality of services and to advice for future research.

Keywords

• kano model
• fundamental requirements
• functional requirements
• motivational requirements
• service quality model
• customer satisfaction