Purpose: This study investigates how servicescape and SERVQUAL factors influence customer satisfaction and dissatisfaction within the framework of the Kano model. By adopting this model, the research aims to identify DELIGHTERS, SATISFIERS, and DISSATISFIERS to help service providers allocate resources more effectively in a multi-service environment.Methods: A survey of 131 respondents was conducted, and hierarchical regression analysis was used to test several hypotheses.Results: The regression analysis revealed key findings. First, comfort and employee impression were identified as DELIGHTERS. These factors increase satisfaction when fulfilled, but their absence does not cause dissatisfaction. Second, reliability was confirmed as a SATISFIER. Its fulfillment has a linear relationship with both satisfaction and dissatisfaction. Finally, no factors were identified as DISSATISFIERS, meaning that none significantly increased dissatisfaction when absent.Conclusion: This study integrates the servicescape and SERVQUAL models within the Kano framework to better understand drivers of customer satisfaction and dissatisfaction. The findings provide insights for service providers to deploy resources efficiently by focusing on factors that influence customer perceptions.
Kim et al. (Tue,) studied this question.