The purpose of this research is focus on customer relationship management (CRM) strategies
and relationship between service attributes and customer satisfaction through Kano’s model especially on
healthcare service at the private hospital. The paper specifically investigates the applicability of the model
and the key factors in the hospital service business. The hospital service quality much depends on the
performance of the attributes that define a service. The aim of this paper is first to investigate the attribute
of service quality using Servqual perspective, thus the management is able to adjust the relationship
between performance of service attributes and customer satisfaction, and second, through a case study
in the private hospital to prove that the importance of a service attribute is a function of the performance
of that attribute.
An empirical study using questionnaires with a focus on service enquiring about the performance
of service key attributes and overall customer satisfaction was conducted using Servqual perspective
including 5 parameters i.e. Tangibles, Reliability, Responsiveness, Assurance, Empathy. The data were
fed into the Kano customer satisfaction model which used Five-level Kano questionnaire for analysis and
comparison between one attribute to the others.
This research found that there are three of the total 26 service quality attributes have been
categorized as “attractive”. Four service quality attributes have been categorized as “must be”, and
sixteen of them as “one-dimensional”. However, there is no service quality attribute can be categorized as
“reverse” and “questionable”. It can be predicted that offering customers “must be” or expected quality
attributes will not be enough for customer satisfaction in few next days cause of the contemporary world
and the environment changing. Hence, companies should focus on “attractive” quality attributes instead of
“must be” or “one-dimensional” attributes in order to satisfy customers and to achieve competitive
advantage.
The research limitations is the Kano model of customer satisfaction needs to be extended to
other customer behavior variables and also management strategic response to increase customer loyalty;
which not include in this paper. The implication is the methodology employed here can be easily applied
by hospital management to evaluate customer behaviors and service quality performance
