Purpose:To present the results of a study on how to apply the Kano model series to identify the influence of different quality attributes on customer satisfaction in NPO products.Summary:One crucial way to attract and retain customers is to ensure customer satisfaction. Studies on practices in customer satisfaction have focused mostly on the for-profit organizations. Although the marketing issues in the non-profit organizations (NPOs) may contain factors similar to those in the for-profit firms, there exist some key differences. NPOs seek social profits, which are intangible in nature. They are organized around a social mission that includes helping disadvantaged people, providing social services, and supporting socially beneficial. Declining funds from the government and the increasing competition NPOs' services and products encounter many problems similar to those of profit making organizations. NPOs generally do not have shareholders. Instead, they have stakeholders who influence and are impacted by the work and funding of the organization. NPOs cover a wide range of types as some studies have categorized them into 12 different groups. There exists a variety of performance measures for NPOs, which are more complex compared with the profit-oriented performance measurements in the for-profit sector. This paper aims to study customer satisfaction and quality attributes in the context of NPOs. The sample NPO chosen is a medical garment producer in Hong Kong (MGP) which was established through private donations in 2006. This paper examines the key quality attributes for the medical garment product and the relationship between customer satisfaction and quality attributes in the context of NPOs. (24 refs.)
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