Application of kano model and importance–performance analysis (IPA): Determining priority factors to improve metro service quality in Ho Chi Minh City

Abstract

The recent introduction of the metro line in Ho Chi Minh City is expected to encourage people to switch from private vehicles to public transport, change their travel habits and raise environmental awareness. Efficient and user-friendly operation of metro services is very important. This study applies the Kano model and Importance-Performance Analysis (IPA) to identify and prioritize factors affecting metro service quality from the perspective of passengers. By integrating the Kano model, which classifies service attributes based on customer satisfaction, and the IPA framework, which compares the importance and performance of these attributes, this study develops a comprehensive understanding of customer needs and preferences. The study synthesized 17 quality attributes from secondary data sources, the result of combining the Kano model and IPA is to prioritize 16 quality attributes and 1 quality attribute that are not important to customers. The research was conducted in two phases: secondary data research and quantitative research. Secondary data research systematizes theories related to the topic, thereby synthesizing 17 quality attributes. Quantitative research collected data using a survey (n=300). The collected data were processed and analyzed using Excel and SPSS 27 software through descriptive statistics and Kano model and IPA. The research results showed that there were 9 priority attributes that needed to continue to be implemented well; 7 priority attributes that needed to be improved and 1 attribute in the indifferent group (I) that did not affect customer needs. The research results provide useful information for metro service providers and policy makers, guiding improvements to ensure higher service quality, meeting and exceeding passenger expectations. This study contributes to the literature by providing a new approach to improving service quality in public transport systems.