Decomposing service conveniences in self-collection: An integrated application of the SERVCON and Kano models

Abstract

Purpose

Service conveniences (SCs) play a deterministic role in motivating consumers’ participation in self-collection (via attended pickup points or unattended automated locker systems). Accordingly, the SERVCON model provides a multi-dimensional conceptualisation of SCs, whereas the Kano model explains consumers’ satisfaction formation in response to multi-dimensional service attributes. Anchored on synthesised insights of both models, the purpose of this paper is twofold: first, to qualitatively apply the SC concept to develop specific service attributes of self-collection; and second, to quantitatively examine these attributes in relation to consumers’ satisfaction formation.

Design/methodology/approach

A quantitative Kano model is adopted for survey questionnaire design and data analysis, and 500 valid responses are obtained from an online panel of respondents in Singapore.

Findings

SCs are decomposed into 11 service attributes reflecting access, benefit, transaction and post-benefit conveniences of self-collection services. Distinctive patterns of satisfaction formation are revealed in response to specific service attributes; for example, consumers are most responsive to improvement in transaction convenience. Furthermore, as service performance level increases, benefits of spatial accessibility diminish, whereas those of temporal accessibility increase.

Practical implications

This study reveals key service attributes influencing the self-collection services’ convenience and impact on consumers’ satisfaction. Guidelines are presented for designing an optimal resource allocation strategy for logistics service providers to promote self-collection services.

Originality/value

This study synthesises diverse logistics literature on self-collection services under the central theme of SCs, thus enriching the conceptual development of SCs with a decomposed framework of logistics service attributes.

Citation

Wang, X., Wong, Y.D., Teo, C.-C., Yuen, K.F. and Li, K.X. (2019), "Decomposing service conveniences in self-collection: An integrated application of the SERVCON and Kano models", International Journal of Physical Distribution & Logistics Management, Vol. 49 No. 4, pp. 356-375. https://doi.org/10.1108/IJPDLM-10-2018-0336