The Qualitative Measurement towards Organizational Behaviour by using Kano Method, CRM and ServQual

International Journal of Engineering and Management Research e-ISSN: 2250-0758 | p-ISSN: 2394-6962
Volume- 9, Issue- 6 (December 2019)
www.ijemr.net https://doi.org/10.31033/ijemr.9.6.16
91 This work is licensed under Creative Commons Attribution 4.0 International License.
The Qualitative Measurement towards Organizational Behaviour by using
Kano Method, CRM and ServQual
Fevi Syaifoelida1
, M.A.M Megat Hamdan2
, A.A Fikry3
, M.R Eqwan4
andIszmir Nazmi5
1
Lecturer, Mechanical Engineering Department, Universiti Tenaga Nasional (UNITEN), MALAYSIA
2
Professor, Mechanical Engineering Department, Universiti Pertahanan Nasional Malaysia (UPNM), MALAYSIA
3
4
5
1
Corresponding Author: Fevilia@uniten.edu.my
ABSTRACT
This research aims to study the organizational
behavior of the employees by using SERVQUAL and Kano
model. The usual application of SERVQUAL and Kano model
is to find out the needs of the customer but for this research, it
is used to find out the employees needs and feelings towards
the organizational. SERVQUAL used to do a gap analysis of
an organization's service quality performance against the
service quality needs of its customers. The Kano Model
classifies product attributes based on how they are perceived
by customers and their effect on customer satisfaction. The
Kano model defines various product attributes that are
considered important to customers and as a decision maker.
As result, the attributes that has the biggest factor in the
behaviour of the employees are Managers being in the office to
guide the employees, Managers helping the employees with the
job, All employees able to finish the job on time and
Employees respond towards a strict manager. These factors
will have a big impact towards the CRM.
Keywords-- Organizational Behaviour, ServQual, Kano,
Customer, GAP
I. INTRODUCTION
Firstly, personnel play an enormous function. Such as the
dynamics of a small enterprise work surroundings. An
effective worker with an amazing mindset, who suggests
expert behavior, can assist the enterprise to be triumphant.
When personnel are interacting with colleagues, clients and
bosses, it is vital that they have strong interpersonal abilities.
Being capable of correctly speak, resolve issues and work
with others can create a high-quality and green work
environment. Employees who display behavioral problems,
which includes being anti-social or non-communicative,
may be a distraction within the place of job. No longer
simplest can this kind of behavior value organization clients,
it may also depress the morale of associates, as well.
Personnel frequently constitute their agency‟s image on and
rancid the work. The worker moves are reflective of the
corporation as a whole. The trends in actual control practice
are, usually, transferring in a direction precisely opposite to
what the corporation pursuits to achieve (Covey, 1989). A
number of the problems emerged are personnel do no longer
observe the guidelines and policies of place of work. Its
miles tough to understand the reasons behind those
behaviors. The feelings of the personnel are cannot be
degree and it is tough to provide an explanation for why they
do sure matters. The reason of Organizational Behavior
looks at is to recognize those behaviors and the motive why
it happens.
What is the value of a satisfied customer? What is
the potential cost of an upset consumer? The ones numbers
are „unknown and unknowable‟ however is seriously crucial.
Behnam (2017). He claimed that Sir Deming says that the
pleasure of clients is unknowable however it is very
essential to recognize their degree of pride. A few
researchers absolutely keep away from “satisfaction” as a
measurement goal due to the fact it is “too fuzzy a concept
to function a significant benchmark.” rather, they focus at
the client‟s whole revel in with a company or provider touch
and the distinct evaluation of that revel in. So that it will
increase the customer delight, personnel desires to serve the
client inside the proper way and manner. Customer
satisfaction is not the simple element we need to
consciousness on. The personnel‟ emotions also want to take
delivery of interest to, as they are those, which might be
handling the customers. We aim to apply the approach of
SERVQUAL and Kano model to have a look at the behavior
of the employees.
Lastly, so as to growth the customers‟ experience,
the carrier excellent of the personnel desires to be expanded.
If you do not cope with the personnel, they cannot contend
with the customers (Cooney, 2005). Personnel wishes to be
saved satisfied to maximize their capability. Unhappy
employees have an effect on their overall performance and
consequently will have an effect on the clients enjoy. To get
a high client satisfaction, the personnel needs to carry out at
their excellent. With the personnel performing at their best,
the quality of the service can be at the highest level. The
personnel come to be part of their business enterprise with

diverse needs and expectations. Extraordinary personnel
have exceptional ideals, attitudes, values, backgrounds and
thinking. In an employer employee will want to work with
each different and the behavior of every worker may affect
the others behavior. The organization as a whole will want
the personnel to paintings effectively so their ability can be
maximized. This have a look at will intention to cause
methods a way to boom the first-rate of the organizational
behaviors.
II. THEORETICAL APPROACH
2.1 Organizational Behavior
Organizational behavior research the impact
people, agencies, and systems have on human behavior
inside companies. it is an interdisciplinary location that
consists of sociology, psychology, conversation, and control.
Organizational behavior enhances organizational principle,
which makes a specialty of organizational and intra-
organizational subjects, and complements human-resource
research, that is extra focused on normal commercial
enterprise practices (Robbins et al., 2009). Models are
frameworks or feasible reasons why do people behave as
they do at work. There are such a lot of models as many as
organizations. Various outcomes at some point of the
corporations are substantially because of variations within
the models of organizational behavior. All of the models are
categorised into four types: collegial, supportive, custodial,
and autocratic, (Wibowo, 2016). OB is the look at of human
behavior in groups. It is also the interface among human
behavior and the organization itself.
First, the managerial orientation of Autocratic
model is authority. The personnel are more obedient and
dependent at the managers. Thus, the orientation of
employees toward the managers is obedience. Under
autocratic, personnel deliver better overall performance due
to their achievement power. It is also, because of their
unlicking to the boss or because of a few different things.
Managers adopts opportunity and higher approaches to
manage human beings at work are suggested with emerging
understanding the desires of the workers combined with ever
changing social values and norms. This gave genesis to the
second kind of models or organizational behavior (Ivanko,
2013).
Second, the basic of custodial model is managerial
orientation of money. The workers are orientated in the
direction of bonuses and dependence at the organization.
The employee need that is met is security. Passive
cooperation is the performance result. At the same time
studying the personnel, although the personnel do not talk
back to their boss when managed under autocratic style, the
managers found out and identified that they without a doubt
think back about the system. Such personnel packed with
frustration let out their anger on their co-workers,
households and neighbors. This makes the boss think other
way to increase higher employee satisfaction. The
employees are more responsible and self-discipline. Even
though the custodian method gives protection and pleasure,
it haves its own disadvantages. The employees are not able
to achieve the maximum growth they are supposed to
achieve. Although the personnel are glad, they are not
inspired in doing their work. It has be found that happy
workers aren't always maximum productive workers
(Ivanko, 2013).
Third, the supportive model is founded on
leadership, not on money or authority. In truth, the
managerial management style provides surroundings to
assist personnel develop and attain their obligations
successfully. The managers understand that the workers are
not by nature passive and disinterested to organizational
needs, however they are made so by an inappropriate
leadership style. The managers believe that given due and
appropriate modifications, the workers turn out to be
prepared to share responsibility, increase a power to make
contributions their mite and improve themselves. For this
reason, under supportive technique, the control's orientation
is to assist the worker's activity overall performance for
assembly both organizational and individual desires.
However, the supportive model of organizational behavior is
discovered more beneficial and effective in evolved nations
and less effective in growing international locations like
ours due to employee's greater awakening in the former and
less one within the latter nations (Ivanko, 2013). Lastly, the
collegial model is an extension of the supportive model.
Because the literal meaning of the work 'college' approach a
collection of humans having the not unusual cause, the
collegial model relates to a team work/idea. The simple
basis of the collegial model lies on control's building a
feeling of partnership with employee. They recall managers
as joint contributors to organizational fulfilment in place of
as bosses. Its best gain is that the employee becomes self-
discipline. Feeling responsible backed via self-discipline
creates a sense of crew work similar to what the participants
of a football team experience. The studies research file that
as compared to standard management model, the extra open,
participative, collegial managerial approach produced
improved consequences in situations in which it is far
appropriate.
As a gap analysis, it can be said that, even though
there are four separate models, almost no organization
operates exclusively in a single. There will usually be a
predominate one, with one or greater areas overlapping in
the other models. The first model, autocratic, had its roots
inside the industrial revolution. The managers of this kind of
organization function out of McGregor's Theory X. The next
three models begin to build on McGregor's Theory Y. They
have every evolved over a period and there may be no one
"best" model (McGregor, 1960). The collegial model must

no longer be idea because the final or best model, but the
beginning of a brand-new model or paradigm (Ivanko,
2013).
2.2 Service Quality
Zeithaml, Parasuraman and Berry crated an empiric
model, the SERVQUAL Model. The model compares the
needs of customer quality and service quality performance.
The model are used to analyse gap in the customers needs
on service quality against service quality performance of an
organization. The model is also call as the GAP model for
this reason. It focuses on the perceptions of the customers on
the important attributes of service quality. This enables the
company to prioritize and focus on the critical attributes to
improve their service quality. (Empathy, assurances,
responsiveness, reliability, and tangibility) as mentioned in
Table 1 are SERVQUAL model basic dimensions. A set of
service attributes that are capable of meeting the
expectations of customers and their satisfactions. The
dimensions are all important to the clients. Nevertheless,
some dimensions are more important than others are.
Service provider needs to balance all the dimensions by
focusing on the important ones and not ignoring the minor
ones. For this reasons, SERVQUAL is a multiple item scale
that has a good validity and reliability that can be used to
improve service by better understanding consumers
perceptions and service expectations. SERVQUAL are
designed as a generic measure, can be applied across various
types of services (Wisniewski, 2001).
TABLE-I SERQUAL ELEMENTS
DIMENSION DESCRIPTION
Tangibles
Appearance of physical facilities, equipment, personnel, and
communication materials
Reliability Ability to perform the promised service, dependably and accurately
Responsiveness Willingness to help customers and provide prompt service
Assurance
Knowledge and courtesy of employees and their ability to convey trust
and confidence
Empathy Caring, individualized attention the firm provides its customers
2.3 Kano Method
In addition to customer loyalty, the major factor to
purchasing decision are the quality of services and goods
(Kano, 1984). Recently, a range of systems to manage
quality has been introduced. It aims to build long-lasting
trust with clients and improve customer satisfaction. By
conducting surveys, the services and products can be
modified to suit the customer preferences. To improve
competitiveness and guarantee a good position in the
market, the quality of the products are given a high level of
attention. Kano Model of Customer Satisfaction categorizes
attributes of a product based on their effect on satisfaction of
customer and how they are received by the clients. To guide
design decisions to determine when more is better and when
is good is good enough, these categorizations are useful. In
1980s, a model to make customer satisfactions towards a
product or services measurable are developed by Professor
Noriaki Kano.
Kano model categorizes client preferences into five
group, which are Reverse, Indifferent, Must-Be, One-
Dimensional and Attractive. It defines different attributes to
a product, which are important to the clients. Most
traditional system identify the performance of attributes‟
importance that the relationship between customer
satisfaction and the attributes are linear. Kano model
however, categorizes customer satisfaction between
customer satisfaction and performance of attributes as non-
linear (Kano et al., 1984, Berger et al. 1993, Matzler et al.
1996, Nilson-Witell and Fundin 2005). In conclusion, this
method enables us to identify the key elements of a product
or service even though the method requires very high levels
of diligence. Besides, needing high experiences, or a
questionnaire may seem confusing, it still has a high effect
on customer satisfaction (Hankinson, 2005). If customers are
dissatisfied or have problems in the product or the services,
the method enables us to identify the features that are
causing such dissatisfactions. Level of customer satisfaction
will rise by determining the defects when it is improved,
fixed and developed. The result will be evaluated by Kano
mathematical approach (CS-DS).
III. METHODOLOGY
A. Questionnaire Development
It consists of 20 questions that has the attributes of
both SERVQUAL and Kano Model. This part alone are
divided into the five attributes of SERVQUAL, Tangible,
Reliability, Assurance, Responsiveness and Empathy. Each
part of the attributes have four Kano attributes, which is
Autocratic, Custodial, Supportive, and Collegial. For the
functional part, we aim to identify which element effects the
most when it is functioning well. The third part of the
questionnaire is based on Kano-Dysfunctional questions. It

also consist of 20 questions that has both SERVQUAL and
Kano Model attributes, it is also divided to the five attributes
of SERVQUAL and each part has the four Kano attributes.
In the dysfunctional part, we aim to identify the elements
that effects the most it is not functioning well. There are 84
respondents (employees) to be taken as a sample size. Most
of the employees are females with about 58% of the worker
in the organization. The average age of the worker are 26-40
years old with almost half of them are married. Majority of
the employees here has a degree and diploma certificate.
The pay for most of the workers are below than RM 5000.
Finally, the employees who work in the organization have
work around 1 to 3 years.
TABLE-II SERQUAL ELEMENTS QUESTION
Tangibles 1. Should wear good attire for suitable workplace
2. Physical facilities should be visually appealing
3. Appearance of physical facilities should be in keeping with the type of service
4. Compromise of the facilities with other colleagues
Reliability 5. Should do things by the time they promise
6. Can be rely when given high salary
7. When employees have problems, managers should be rely to guide them
8. Should able to finish their tasks at the time they promise
Responsiveness 9. Good respond to strict type of managers
10. Good respond to bonuses
11. Good respond when managers helps with the task
12. Effective communication among colleagues
Assurance 13. Employees should be able to trust the managers
14. Employees should feel safe to work
15. The employees should be assured with the managers knowledge
16. Employees should be able to trust each other
Empathy 17. Managers should not be too strict with the employees
18. Unrealistic for managers to give very high salaries to employees
19. Managers cannot be expected to give employees personal attention
20. Harmonious teamwork will make employees happy to work
IV. RESULT AND DISCUSSION
First, all the elements need to be identified which
element is a Must-be, Attractive, One-dimensional, or
Indifferent attributes. Kano questionnaires are to determine
how satisfied the customer towards the service, how
satisfied are the employees towards the leadership skills of
the managers. The value of each questions CS and DS are
tabulated and being rank according to their CS-DS
(mathematical approach). The CS-DS with bigger negative
value are the attributes that we need to concentrate more on
as depicted in Table 3 and Figure 1.

TABLE-III CS DS RANKING
CS DS CS-DS RANK
1 0.7 -0.4 0.25 14
2 0.6 -0.4 0.2 11
3 0.6 -0.5 0.12 9
4 0.4 -0.4 0 5
5 0.5 -0.5 0.06 6
6 0.3 -0.6 -0.32 1
7 0.5 -0.6 -0.04 3
8 0.4 -0.4 -0.01 4
9 0.5 -0.3 0.25 15
10 0.7 -0.5 0.2 12
11 0.6 -0.3 0.24 13
12 0.6 -0.5 0.1 7
13 0.4 -0.2 0.1 8
14 0.6 -0.3 0.33 16
15 0.4 -0.6 -0.24 2
16 0.7 -0.6 0.13 13
From the comparison of all the functional and
dysfunctional of each question, it was found that the
attributes for Organizational Behaviour elements are:
 Must-be: Supportive model
 Attractive: Custodial model
 One-dimensional: Collegial model
 Indifferent: Autocratic model
Referring to the ranking in the CS-DS value table,
there is a few elements and questions that needs to be
focused on and improved. Based on the ranking, the four
top factors that needs to be focused and improved are:
 K7-Managers being in the office to guide the
employees
 K19 -Managers helping the employees with the
job
 K8-All employees able to finish the job on time
 K9-Employees respond towards a strict manager
Figure1. Kano: CD-DS value

The result shows that the must-be attribute is the
supportive model. This means supportive kind of leadership
is a Must be element in an organization. Employees feels
that managers should help in and guide them to do their job.
When the managers does not help them, they feel unhappy
because they do not know who to ask if the managers are
not in their office. For attractive attributes, it has been
found out that custodial model as the most attractive model
out of the others. When given bonuses and benefits, the
employees feels much more excited to do the job. As for
collegial model, the attribute is One-dimensional. Collegial
model involves teamwork between the employees. The
employees feels that when teamwork is not good, so is the
job. When the employees work dynamically, the work
produced is much better.
Lastly, autocratic model are found out to be the
indifferent attributes. The employees do not care whether
the managers are strict or not. As we can see, the must-be
attribute is the most important attribute among the others.
Without this element, the employees will feel the absentees
of these elements. However, when the element is there, they
does not feel its presence. The attractive attribute is to
attract the employees to do their job. It will improve their
performance. As for one-dimensional attribute, it increases
as more of the elements is there. When the element is met
in a low quantity or quality, the work done will also have
the same magnitude. As total result, the K7 and K8 is fall
under Must Be category in Kano attributes (Supportive
model). In the ServQual analysis, the top four ranked
factors need to be focused on and improved as listed in
Table 4 below.
TABLE-IV SERVQUAL ATTRIBUTES
Question
No
Statement Attributes ServQual Attributes
K7 Managers being in the office to guide the employees Reliability
K19 Managers helping the employees with the job Empathy
K8 All employees able to finish the job on time Reliability
K9 Employees respond towards a different manager Responsiveness
It was found that two of the factors are reliability
attributes. This shows that the employees feel reliability
attribute is important and needs to be improve. They feel
they need to rely on their colleague to finish the job on time
and to do a perfect job. They also feel that they need to rely
on their managers to be in the office so that they can be
guided to do the job properly. Empathy also needs focus as
the employees feel that when the manager helps them with
the job, they will feel happy to do the job. Lastly, the
responsiveness attribute also need some focus. Employees
will not give a good respond towards a strict manager. They
feel like they are controlled in doing their job.
Summarization, this shows reliability is an
important attribute. Without that reliability, the employees
feel vulnerable in doing their job. They will feel much more
secure when the other colleague can be reliable do a good
job.
V. CONCLUSION
As a conclusion, to investigate the organizational
behavior in a workplace was achieved by using the
organizational behavior study on the employees of the
workplace to know why they behave the way they did.
Organizational behavior study enables us to understand
deeply the employee‟s feelings towards the organization as a
whole. Second, the improvement of customer satisfaction
can be studied by using Customer Relationship Management
(CRM), Kano Model and SERVQUAL model. They played
as important role as decision maker in constructing the
questionnaire and data analysis. By using this method, we
are able to obtain the attributes and factors that affect the
behavior of the employees towards the organizational. This
will allow employers to know which factors to focus on in
order to make the employees work at their maximum
capacity. The Gap analysis was done towards the Kano
Attributes in CRM perspectives such as, the Must-BE
attribute (KANO) is a supportive model in CRM. As for
SERVQUAL, it is found that the reliability attribute (table
4) needs to be focused on more so that the employees are
kept happy. Above all we can say that, the factors of
“Managers being in the office to guide the employees” and
“All employees able to finish the job on time” are most
important factors to be improved. In these reasons, both
factors fall under Must Be category and acted as the
Supportive Model in CRM.
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