Improving Customer Satisfaction in Proactive Service Design : A Kano model approach

Title data

Wenninger, Annette ; Rau, Daniel ; Röglinger, Maximilian:
Improving Customer Satisfaction in Proactive Service Design : A Kano model approach.
In: Electronic Markets. Vol. 32 (2022) . - pp. 1399-1418.
ISSN 1422-8890
DOI: https://doi.org/10.1007/s12525-022-00565-9

Project information

Abstract in another language

As an emergent variant of digital and smart services, proactive services (PAS) do not wait for customers to make the frst
move, but proactively participate in customers’ lives and make decisions on their behalf. Due to their novelty, the literature on
PAS is in its infancy. Specifcally, there is a lack of guidance on designing PAS to meet customer needs. Hence, we examined
how customers assess specifc features of PAS and whether their assessments difer according to personality traits. To this
end, we conducted an online survey via the crowdsourcing platform Prolifc, which yielded 259 valid responses. We used a
methodological combination of the Kano model, self-stated importance method, and the Five Factor model. Our results reveal
that, at the moment, customers do not value features of PAS related to autonomy and that customers engage in paradoxical
behavior when assessing the use of personal data. These results allow for a more precise classifcation and prioritization of
the features of PAS tuned to a customer’s most prevalent personality trait.