Purpose: This study aims to identify the asymmetric effects of service quality attributes on participant satisfaction and dissatisfaction in sports safety education. It recognizes the limitations of previous research that primarily focused on pre- and post-educational changes. This study seeks to classify service quality attributes using the Kano model and quantify their impact through the Customer Satisfaction (CS) coefficient and the Potential Customer Satisfaction Improvement (PCSI) index.
Method: A survey was conducted with 314 participants, including athletes, instructors, and event staff, all of whom completed a sports safety education program. Sixteen service quality attributes across four domains were measured using a Kano-style questionnaire. The data were analyzed using frequency analysis, reliability testing, Kano classification, and computation of CS/PCSI indices.
Results: Most attributes were classified as either one-dimensional or attractive qualities, indicating that improvements in these areas directly enhance satisfaction. Instructor expertise, communication skills, and feedback systems received the highest PCSI values. In contrast, factors such as facility safety and material access had lower PCSI scores, suggesting a lesser impact on perceived satisfaction.
Conclusion: The findings indicate that there must be differentiated management of service attributes based on their effects on satisfaction. While one-dimensional qualities require ongoing quality control, attractive attributes offer strategic value in enhancing engagement. The integrated use of the Kano model, CS, and PCSI provides actionable insights for prioritizing improvements in sports safety education programs.