Understanding the relationship between service convenience and customer satisfaction in home delivery by Kano model

Purpose – By applying Kano model, this study attempts to investigate the categorization of home delivery quality elements derived from service convenience model and their impact on customer satisfaction. Design/methodology/approach – In this paper, the research framework and hypotheses are constructed through a literature review. Kano model is applied to classify the home delivery service elements into five quality attributes and gender is included to understand the difference of customer perception on the obtained quality elements. Statistical analyses of the collected questionnaires were computed based on the 476 effective responses regarding the home delivery service. Findings – The results confirm that customers' perception of home delivery service elements are classified into one‐dimensional and must‐be attributes by Kano model, while this study contributes to the creation of attractive elements that significantly affect the customer satisfaction and owning an enormous potential to further differentiate competitors. Customer satisfaction is positively correlated with different types of service convenience. It also suggests that the customers with different gender have significantly different views to quality elements of home delivery service. Originality/value – The major contribution of this study is that it attempts to examine the categorization of home delivery quality elements derived from service convenience model and their impact on customer satisfaction.