Assessment of logistics service quality using the Kano model in a logistics-triadic relationship

DOIhttps://doi.org/10.1108/IJLM-09-2015-0172
Published date08 May 2017
Date08 May 2017
Pages680-698
AuthorJea-Il Sohn,Su-Han Woo,Taek-Won Kim
Subject MatterManagement science & operations,Logistics
Assessment of logistics service
quality using the Kano model
in a logistics-triadic relationship
Jea-Il Sohn
Sales Team, KLA-Tencor, Hwasung, Republic of Korea
Su-Han Woo
Department of International Logistics,
Chung-Ang University, Seoul, Republic of Korea, and
Taek-Won Kim
Department of International Trade and Logistics,
Chung-Ang University, Seoul, Republic of Korea
Abstract
Purpose The purpose of this paper is to evaluate logistics service quality using the Kanos service quality
model in the logistics-triadic context.
Design/methodology/a pproach This study undert akes a survey research in sem iconductor
manufacturing equipment (S ME) industry. Logistics service quality is categorized using K anos
classification and a comparison is made of the perception of three sample groups who are SME firms,
semiconductor manufacturers (SMs) and third-party logistics (TPL) providers.
Findings Several attributesof logistics service quality are evaluated as Must-bequality whichdoes not
contribute to customersatisfaction, indicating existence of the non-linear relationship between some logistics
service quality attributes and customerssatisfaction.The group comparison reveals that TPL firms perceive
most quality attributes as Attractiveand One-dimensionalwhereas SMs and SME firms perceive more
attributes as Must-be.
Research limitations/implications Logistics service quality elements should not be used in the same
way assuming the same effect of logistics service elements on customer satisfaction. It should be also noted
that logistics service quality attributes have different effect on satisfaction according to the positions in the
logistics triad.
Practical implications This paper provides SME firms with useful information on how to manage their
logistics service quality to improve customer satisfaction. SME firms and TPL providers need to arrange a
collaborative format where logistics service quality is regularly monitored and three members discuss
solutions to improve their quality performance.
Originality/value This studyis a rare empirical investigationto actually assess andcompare perception on
logistics servicequality among the entities in a logisticstriad. This study applies the Kano model to the triadic
relationship in logistics service provision, which may be the firstattempt to the authorsbest knowledge.
Keywords Logistics service quality, Kano model, Attractive quality, Logistics triad,
Semiconductor equipment
Paper type Research paper
1. Introduction
Logistics service quality is considered as a source of competitive advantage of firms,
contributing to customer satisfaction and further loyalty (Huiskonen and Pirttilä, 1998;
Gotzamani et al., 2010; König and Spinler, 2016). Therefore, it is crucial to assess and
improve the level of logistics service quality of firms in comparison to their customers
requirements and satisfaction level (Yang, 2003; Stefansson, 2006). Given the importance of
The International Journal of
Logistics Management
Vol. 28 No. 2, 2017
pp. 680-698
© Emerald PublishingLimited
0957-4093
DOI 10.1108/IJLM-09-2015-0172
Received 24 September 2015
Revised 7 January 2016
8July2016
29 August 2016
Accepted 12 October 2016
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0957-4093.htm
The authors are much grateful to the editor for the encouragement and guidance, and also to the
anonymous reviewers for their constructive and valuable comments. This paper was presented at the
2015 SUBA-ALRT conference, held in Taipei, Taiwan on August 31-September 1, 2015.
680
IJLM
28,2
assessment and improvement of logistics service quality, it is suggested that the minimum
unit of analysis should be the logistics triadwhich covers buyer, supplier and logistics
service provider in third-party logistics (TPL) studies (Bask, 2001; Larson and
Gammelgaard, 2001; Selviaridis and Spring, 2007). When logistics service is outsourced,
suppliers generally contract with TPL providers to serve buyers as a final customer and
TPL providers serve both supplier and buyer as customers. Therefore a dyadic approach
which considers relationship between either supplier and TPL provider or buyer and TPL
provider only would not be sufficient to explain a modern logistics setup which forms a
logistics triad. Bask (2001) argues that most TPL research focuses on the dyadic
relationships and a three-way relationship should be considered in TPL research which
links logistics service quality with customer satisfaction. However, such studies that
evaluate logistics service quality in the triadic relationship and compare perceptions of all
three members in the logistics triad are very limited. The dyadic approach does not consider
the linkage between buyers and suppliers in the logistics outsourcing setups, and the
traditional supply chain approach concerning only buyers and suppliers is not able to reflect
TPL providersperspective. In this vein, the triadic approach is adopted in this study to fill
the research gap.
On the other hand, there is an argument on a traditional linear view of service quality
measurement that service quality has multi-dimensional attributes and customers do not
perceive all of the quality attributes as equally important (Matzler and Hinterhuber, 1998;
Mikulic and Prebezac, 2011). According to Kanos theory of attractive quality, five
categories of quality are suggested which contrasts to a traditional linear view of the causal
relationship between service attributes and customer satisfaction (Kano et al., 1984).
It has been suggested that the Kano model can be effectively used to understand the
different role of logistics service quality attributes in satisfying customers and assess
the varying potential impact of logistics service quality attributes (Huiskonen and
Pirttilä, 1998; Baki et al., 2009; Kersten and Koch, 2010; Meng et al., 2011; Hu and Lee, 2011).
Despite the potential benefits of the Kano model, it has not been used to assess logistics
service quality in the relationship of logistics triad which is common in the era of
logistics outsourcing.
The purpose of this study, therefore, is to evaluate logistics service quality using the
Kano model in the logistics-triadic context. More specifically research questions this paper
intends to address are:
RQ1. How do SME firms, their customers and TPL providers assess the roles of logistics
service quality attributes in relation to customerssatisfaction?
RQ2. How can SME firms and TPL providers recognize and fill the perceptual gaps on
logistics service quality attributes in the logistics-triadic relationships?
To this end, this study undertakes a survey research in semiconductor manufacturing
equipment (SME) industry which generally uses TPL providers for serving semiconductor
manufacturers (SMs). Logistics service quality attributes are categorized using Kanos
classification and customer satisfaction is evaluated with the total customer satisfaction
coefficient (SC) developed by Timko (1993). In addition, a comparison is made of the three
sample groupsperception and practical implications are provided so that SME firms can
improve their service quality and customer satisfaction.
Possible contribution to the literature is twofold. First, this study is a rare empirical
investigation to actually assess and compare perception among the entities in a logistics
triad. Selviaridis and Spring (2007) demonstrate that empirical studies in the context of
logistics triad or networks are very limited and should be conducted to understand more
complicated and realistic contractual design. In addition, TPL literature highlights the
importance of performance and quality measurement in the logistics triad relationships and
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Assessment
of logistics
service quality

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