Millennial Customers and Hangout Joints: An Empirical Study Using the Kano Quantitative Model

Abstract

The ascent of the service sector in almost every economies of the world has created among practitioners a major share of interest in service operations. In practice, the impact of the service expertise on consumers’ satisfaction is vital for service marketers. Many service providers wanted the utilization of varied improvement actions to boost their performance. To be really successful, a service provider must create value for its customers. The needs of an individual have changed drastically and as an effort to achieve this requirement, fulfillers are often traced to the traditional times of human origin. Customers continuously foresee to having a brand new and completely different experience after they walk into a store and once, they fail to get so, disappointment takes over. Today, what folks very want doesn’t seem to be merchandise, however satisfying experiences. Experiences are attained through series of activities. The need of human interface is apparent in any service settings. We study empirically using a survey of about 224 respondents, based on the seven dimensions the service experience of customers from the view of customer journey. Additionally, in this chapter we explore the concept of the importance–satisfaction model, the refined Kano, and attempt to associate it with customer value. The results of the study demonstrate a new framework, illustrating the service experience, the dimensions influencing the service experience, a way to choose applicable practical actions, and the way it is linked to customer value. We use the students’ profile and age group of the students as the control variables for this study.