The asymmetric effect of fairness and quality dimensions on satisfaction and dissatisfaction: An application of the Kano model to the interdisciplinary college program evaluation.

• Based on the Kano model, we classified delighters, satisfiers, and dissatisfiers. • Personal and administrative quality lead to satisfaction and reduce dissatisfaction. • Procedural fairness is negatively related to both satisfaction and dissatisfaction. • Distributive and interactional fairness are positively related to satisfaction. • Satisfaction and dissatisfaction affect continuance intention in an opposite way. While college interdisciplinary programs are widespread in South Korea, little is known about what factors can increase college student satisfaction and/or dissatisfaction or whether satisfaction and dissatisfaction are opposite or different constructs. Thus, applying the Stimulus-Organization-Response theory and Kano model, this study seeks to employ service fairness and service quality as diagnostic tools to predict satisfaction and dissatisfaction, examine the asymmetric effect of those attributes on both emotions, and investigate how those emotions are related to the intention of continuing the program. The following results were produced: (1) personal and administrative quality are positively related to satisfaction and negatively related to dissatisfaction, working as satisfiers; (2) procedural fairness is negatively related to both satisfaction and dissatisfaction, working as a dissatisfier; (3) distributive and interactional fairness are positively related to satisfaction, working as delighters; and (4) satisfaction and dissatisfaction are significantly related to continuance intention in an opposite direction. [ABSTRACT FROM AUTHOR]