Using Kano Model to Understand an Effect of Specialization and Perceived Risk on Demand for Services in Marine Tourism

Abstract

This paper attempted to combine the Kano model and the service blueprint for quality management in marine tourism services. It also investigated the influence of customer characteristics, focusing on services that customers directly experience. Data were collected from those who experienced marine leisure in Korea in the past three years, and an analysis of differences between groups was conducted. The difference analysis showed significant differences in the frequency of service quality factors for men and women in six service items, and beginners showed significant differences in four items in the career comparison. Specialization and perceived risk were set as independent variables, and regression analysis was performed by setting the Timko coefficient as a dependent variable. The results showed that specialization did not significantly affect the customer satisfaction coefficient or the customer dissatisfaction coefficient. However, perceived risk had a significant negative effect on the customer satisfaction coefficient and a significant positive effect on the customer dissatisfaction coefficient. To attract those who strongly perceive risks as customers, a service strategy focusing on service elements that minimize complaints is more effective. In addition, it was found that women have a strong demand for both service elements that increase satisfaction and service elements that reduce dissatisfaction.