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Classification of quality attributes
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.
2007 (English)In: Managing Service Quality, ISSN 0960-4529, Vol. 17, no 1, 54-73 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to investigate whether the different approaches to the classification of quality attributes deliver consistent results.

Design/methodology/approach – The investigation includes four approaches and enables comparisons to be made from a methodological perspective and from an output perspective. The different approaches are described, analyzed, and discussed in the context of an empirical study that investigates how 430 respondents perceive the performance of an e-service. The theory of attractive quality rests on a solid theoretical foundation and a methodological approach to classify quality attributes. Recently, various authors have suggested alternative approaches to the traditional five-level Kano questionnaire – including a three-level Kano questionnaire, direct classification, and a dual-importance grid.

Findings – The classification of quality attributes are found to be dependent on the approach that is utilized. The development of new ways to classify quality attributes should follow rigid procedures to provide reliable and consistent results.

Originality/value – This is the first attempt to compare alternative approaches to classify quality attributes. For managers, our results provide guidance on what approach to choose based on the strengths and weaknesses with the different approaches.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2007. Vol. 17, no 1, 54-73 p.
Keyword [en]
Quality, Sweden, Business planning
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-2072DOI: 10.1108/09604520710720674OAI: oai:DiVA.org:kau-2072DiVA: diva2:6175
Available from: 2007-01-19 Created: 2007-01-19 Last updated: 2013-10-17Bibliographically approved
In thesis
1. The Leader of the Pack: A Service Perspective on Packaging and Customer Satisfaction
Open this publication in new window or tab >>The Leader of the Pack: A Service Perspective on Packaging and Customer Satisfaction
2006 (English)Doctoral thesis, comprehensive summary (Other scientific)
Abstract [en]

Almost everything we as consumers buy in a store has a package. Packages have many functions – some, if not all, present marketers with the opportunity to gain competitive advantages. The packaging influences the usage behavior long after it has influenced the purchase, therefore it is an interesting empirical context to study within the field of marketing. Nevertheless, academic attention to packaging has been sparse over the last two decades even though the industry focus on packaging as a strategic tool has grown over that same period. Exceptions in the marketing literature are investigations of packaging and brand communication, advertisement-package coordination, and packaging size and shape. In contrast to the traditional approach that views packaging as a complimenting non-product-related attribute, it is suggested in this thesis that packaging is a product-related attribute that does affect the customers’ experiences of products.

The overall aim of this thesis is to develop and test theoretical models and provide empirical evidence of customer experiences in the context of packaging from a service perspective. To study packaging from a service perspective is relevant for several reasons. One reason is that packaging can have several functions, which include more than the physical package. Another reason is that packages are carriers of information that is interpreted by customers. The combination of function, information, the physical package, and its content creates the total customer experience.

The results of this thesis provide increased knowledge about packaging and customer experiences from a service perspective. On an attribute level, quality attributes such as protection and usability are categorized according to Kano’s theory of attractive quality. The results show that customers’ evaluations of packages are multi-dimensional. On a comprehensive or an overall level, structural equation modeling is used to investigate the consumption process. We conclude that the quality attributes of packages need to be designed to display quality both on the shelf in a store and during usage and consumption at both the attribute and comprehensive level.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2006. 73 p.
Series
Karlstad University Studies, ISSN 1403-8099 ; 2006:58
Keyword
Customer satisfaction, Kano, Packaging
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-506 (URN)91-7063-089-5 (ISBN)
Public defence
2006-12-15, Agardhsalen, 11D257, Karlstads universitet, Karlstad, 13:15
Opponent
Supervisors
Available from: 2007-01-19 Created: 2007-01-19 Last updated: 2013-11-07Bibliographically approved

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