This study examines three-dimensional Kano model which is used to classify and determine the priority for the service modules in quality improvement. The objective evaluation was added as another coordinate in new model to overcome the subjectivity of the traditional Kano model. At first, this study investigates customers' perceptions of logistics service in China using the proposed Kano model. Next, the method of obtaining requirement importance and classification based on three-dimensional Kano model were elaborated. Quality function deployment (QFD) is utilized to transform the indicate values of requirement into the values of services. And then, taking the interaction between services into account, Dematel method is introduced into the model to correct the values of services. In order to improve the accuracy of quality improvement, a matrix with customer satisfaction and module importance as horizontal and vertical coordinates is constructed. The priority of the improvement is judged through the quadrant distribution of the modules in the matrix. Finally, the online shopping logistics service is taken as an example to verify the presented model.
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