A Study on the Consulting Service Quality using Kano Model

Objectives: This study was carried out to rearrange and identify the characteristics of the quality elements of Consulting Service and aims to reinforce the competitive advantage after analyzing and improving it. Methods/Statistical Analysis: As for the study method, the consulting service quality elements were arranged by theoretical consideration, adapted Kano model for each service quality factors, and classified them into quality element categories such as Attractive, Must-be, One dimensional, Indifferent and Reverse quality elements. Also, as for the influence of customer satisfaction and dissatisfaction, CS-Coefficient (Customer Satisfaction Coefficient) was utilized to verify the result. Findings: This study reorganized the quality scale based on existing studies regarding consulting service quality, and classified the quality element scales defined by Kano model. In order to find quality awareness element for the competitive creation among the consulting service quality elements, the study adopted Kano model to see how to access to consulting service strategically as follows. First, among the 28 measurement items for the 6-scale elements, there were 3 attractive, 1 must-be, 1 questionable and 23 one-dimensional quality elements, and there were no reverse and indifferent quality elements. Second, the “E-1 (Consultant’s individual interest to customer)” was One-dimensional quality element in Kano analysis, but in Timko’s CS-Coefficient analysis, it was attractive quality element. Third, based on the fact that “E-1(Consultant’s individual interest to customer)” and “R-5 (Securing customer information and company secret)” belongs to attractive quality element, the consulting workers will be able to utilize it as useful information in strategically decision making when improving the service competitiveness. Improvements/Applications: Distinguishing whether or not the subject group has the consulting service experience to examine the group difference is proposed for the future study.