Customer Preferences and Satisfaction Analysis of Video Conference Application for Productive Activities Using Kano Model

Abstract

The rapid development of communication technology and the increasing need for long-distance
communication in the Covid-19 pandemic era have made video conferencing applications play a vital role
in human productive activities, such as working, studying, doing hobbies, and more. The increasing need
has spurred video conferencing application providers to increase customer satisfaction so that it remains
the first choice for the customers. To win the competition in this sector, video conferencing application
providers should understand and provide the application design that provides maximum satisfaction to the
customers. Therefore, this study aims to analyze customer preferences and satisfaction with the design
attributes of the video conference applications which refers to the three most popular video conferencing
applications in Indonesia: Zoom, Google Meet, and Skype. This study used the Kano Model to identify
customer preference and satisfaction with the 46 identified design attributes of the video conferencing
application. The Kano Model analysis used quantitative and qualitative approaches to produce the priority
of importance for each design attribute based on customer preferences and the impact of each attribute on
customer satisfaction. Based on the Kano Model resulted, there are 19 attractive attributes, 1 must-be
attribute, 15 one-dimensional attributes, and 9 indifferent attributes. We also obtained the best proposed design attributes where 37 attributes refer to the Zoom application, 6 attributes refer to the Google Meet
application, and 3 attributes refer to the Skype application. This study contributes to helping video
conferencing application providers to develop their products better as well as being a reference for those
who want to develop new video conferencing applications that can satisfy customers well. This study also
has an impact as a reference in evaluating consumer satisfaction on video conferencing applications in
Indonesia.