Service Quality Evaluation of an Anti-Aging Center Using the 5Q Model and Importance-Performance Analysis
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Abstract
This research aimed to evaluate the service quality of an anti-aging center from the perspective of service users by applying the 5Q Model, together with both traditional and modified Importance-Performance Analysis (IPA) based on Three-Factor Theory. The sample consisted of 316 clients of a single anti-aging center, selected using Yamane’s formula. Data were collected through a questionnaire measuring the levels of importance and performance across 20 service quality factors.
The results from the traditional IPA revealed that four factors were classified as strengths that should be maintained (“Keep up the good work”), namely safety (B1), service capability (B2), cleanliness (B10), and physician-patient communication (B15). In contrast, parking availability (B9) was identified as a factor requiring urgent improvement (“Concentrate here”). The application of Three-Factor Theory provided a more refined classification, identifying six basic factors requiring immediate improvement due to high importance but low satisfaction levels: safety (B1), service capability (B2), parking availability (B9), payment system (B11), technology utilization (B12), and physician responsiveness (B16). Meanwhile, cleanliness (B10), physician communication (B15), and an atmosphere that enhances confidence (B18) remained key strengths of the service. The integration of traditional IPA and Three-Factor Theory enabled a deeper understanding of service users’ true expectations and supported management in formulating systematic service quality improvement strategies to enhance competitive advantage in the preventive healthcare business.
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