Studi Kasus

Associative Motivational Pattern (AMP) adalah skema dimana dalam mendapatkan informasi
tentang business value menurut pandangan customer

Not only about Price , Quality and Image

Shopping at the Air Port

Types of Questions Answer Options

What Shopping offerings at the airport would Never rarely often
you use
How often do the following offering features Never rarely often
prevent you from shopping ?
How attractive are the following offering Iwould I I do not If The If the
features when shopping ? Be very Expect Mind following following
Glad to That is not is not
Find available available
I can accept I am very
It bothered

Questions of type (a) try to identify the content of offerings which is of interest to consumers and
provides the basis for analyzing offering features. Excluding this type of question by just examining
offering features bears the danger that the information about offering features given by consumers
may concern completely different offerings in their minds. The relevance of a priori non-enablers
that are defined in advance is examined by questions of type (b). Questions of type (c) identify
hidden non-enablers and motivators by the newly developed scale that will be explained in detail
now.

The AMP scale is developed on the basis of the Kano scale and tries to overcome the shortcomings
associated with it. One of the problems when utilizing the Kano scale is the extended indifference
area that is like a repository for offering features with different impact on motivational structures
(see chapter 4.2.2). Another problem of the Kano scale is the underlying assumption that both
questions, functional and dysfunctional make sense. Thereby it is implicitly assumed that the non-
availability of offering features can systematically be advantageous to consumers. In a lot of
contexts, and especially in serviceintensive contexts, it does not make sense, because the absence of
an offering feature is in most of the cases perceived negatively. In the research project carried out at
the Munich airport, only one of the features examined by the new scale was for some of the
respondents also demotivating, the "Bavarian flair" of the airport. Moreover, asking every offering
feature in the functional and dysfunctional mode often renders the number of questions very high
and the twofold way of asking questions irritates interviewees. These problems can be solved by
giving interviewees just three answer options for the availability of a particular offering feature and
another two answer options for the non-availability of this offering feature (Table 12).

As a result of this, the indifference area is reduced, as is the number of questions asked, because
only one question is used for each offering feature instead of two. The answer options have to be
explained to interviewees in detail, because the choice of two answer options is possible. According
to the combinations of answer options chosen by interviewees, the following types of offering
feature can be identified (Table 13).

Departing Passangers Flow

a. Traditional Airport
b. Commercial Airport