چكيده لاتين
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.
