Over-Service and the Kano Model

ABSTRACT The Kano model has been widely used as a management tool and applied to various fields. This study examined customers’ service perceptions of a fine dining chain restaurant and explored the possible extensions of the Kano model by using the over-service concept. Questionnaires containing 15 service behaviors were distributed for classifying service attributes based on the Kano model, followed by in-depth interviews to identify the related overservice perceptions. Over-service was identified by the participants in attractive, one-dimension, indifference, and reverse quality attributes. The findings indicated that the Kano model could not capture a complete picture of the service quality perception. The over-service concept aided in extending the model and provided a comprehensive view of the service quality construct. Keywords: Over-service, Kano model, Quality attribute, Restaurant