ارائه رويكردي براي كنترل سازوكار گذشت زمان در الگوي كانو با موقعيت يابي ويژگي ها با نواحي پنجره جوهري - با مطالعه موردي كيفيت خدمات اينترنتي در بانك توسعه تعاون

The present study aims to design an integrated model to control the mechanism of time passage in the Kano model an‎d improve the quality of Internet services, relying on the theoretical concepts of the "Kano model" an‎d the "Instantaneous window". This research is applied in terms of purpose; quantitative in terms of data nature; an‎d descriptive-analytical in terms of method an‎d has been designed an‎d implemented as a survey-cross-sectional study. The statistical population includes all customers of the Isfahan Cooperative Development Bank who used the bankʹs Internet services in June 2024. Given the limited size of the population (180 people), the Morgan table was used to determine the sample an‎d the sample size was determined to be 123 people. The sampling method was simple ran‎dom. The data collection tool was a questionnaire designed based on the Kano model, including 14 main questions an‎d 3 background questions that measured different dimensions of Internet service quality such as security, efficiency, reliability, etc. The validity of the questionnaire was ensured by reviewing reliable scientific sources an‎d confirming experts in the field of quality management. Given the qualitative nature of the Kano tool, reliability was examined through the single-sample analysis method an‎d the results showed that the average of the responses was above the 50% level an‎d the data distribution was non-normal. Descriptive statistics, frequency tables, Kano eva‎luation table an‎d its matching with the ink window areas were used to analyze the data. Data processing was done with Excel software. The findings showed that six dimensions of Internet services including reliability, security, efficiency, responsiveness, personal need an‎d trust are in the must-have features group that only prevent customer dissatisfaction. Four dimensions of service/support, user-friendliness, accessibility an‎d productivity were in the one-dimensional features group an‎d three dimensions of site design, personalization an‎d flexibility were in the attractive features group. Also, the site organization dimension was identified as an indifferent feature. By matching these features with the four ink window areas, must-have an‎d one-dimensional features were in the obvious area, attractive in the blind area an‎d indifferent in the unknown area. Then, strategies appropriate to each area were determined to control the temporal changes of the features: facilitating disclosure for must-have features, sharing information for one-dimensional features, taking feedback for attractive features, an‎d promoting awareness an‎d experience for unknown features. The results of this research showed that the combined Kano-Johari model can be an effective framework for designing service quality management strategies in banks. By controlling the movement of features over time, this model will help maintain competitive advantage while promoting sustainable customer satisfaction.

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