이용 목적별 고속도로 휴게시설 서비스 품질 개선 우선순위 분석: KANO-Timko 결과 기반 PCSI 적용

This study was motivated by the lack of foundational data for identifying practical service quality improvement priorities that align with the diverse purposes of expressway rest area users, despite the increasing variety in usage. Building on a previous study that classified users by purpose and analyzed service attributes using the KANO-Timko model, this research aimed to derive the Potential Customer Satisfaction Improvement (PCSI) Index by measuring user satisfaction with service quality attributes across different types of rest areas. Expressway rest areas were categorized into three types, basic service-oriented, specialized service-oriented, and complex multifunctional, and representative facilities for each type were selected. On-site surveys were conducted with visitors. Based on responses to the satisfaction survey, the primary usage purposes at each rest area were inductively identified to classify user types. These user types were then linked to the purpose-specific service quality attributes derived from the prior KANO-Timko analysis to calculate the Potential Customer Satisfaction Improvement (PCSI) Index. The analysis revealed that across all user and rest area types, basic service attributes such as cleanliness, safety, and ease of use were consistently prioritized for improvement. However, users with tourism purposes additionally emphasized the need to improve the friendliness of food and beverage services. Users with freight transport purposes prioritized practical attributes such as comfort and ease of use, while commuters and students highlighted the need for improved safety and accessibility of mobility-related services. This study contributes by presenting a practical index that reflects user purposes and facility types, enabling the prioritization of service quality improvements in expressway rest areas.