Coupling Analysis of “Demand–Satisfaction” for Rural Public Service Facilities Based on the Kano Model with Importance–Performance Analysis: A Case Study of Gaoqing County, Zibo City

In the context of people-oriented and high-quality development, improving the quality of rural public service facilities is an important way to promote rural revitalization. However, at present, there are problems such as imbalanced resource allocation, single service functions, and low service quality in regard to rural public service facilities in general, and the contradiction between supply and demand is becoming increasingly prominent. Only by effectively grasping the correlation between residents’ needs and their satisfaction with such facilities can the precise allocation of service facilities be carried out. In this study, Gaoqing County, Zibo City, Shandong Province, is selected as the empirical case. By applying the Kano model and Importance–Performance Analysis (IPA) through the use of questionnaire surveys and expert interviews, we develop an integrated “demand–satisfaction” analytical framework to propose targeted optimization strategies for rural public service facilities. Based on the Kano model, the essential, desired, and attractive needs of rural residents for various types of facilities were identified. Combining the IPA model, the coupling and coordination relationship between demand and satisfaction was further analyzed, and rural public service facilities were analyzed and categorized accordingly. The research results show that educational institution facilities, healthcare facilities, and market facilities have the highest demand, while cultural, sports, and technological facilities have relatively low demand. Based on the analysis results, this study proposes an optimization strategy for the classification and grading of the “demand–satisfaction” coupling relationship of public service facilities. It provides a scientific basis for the layout optimization of rural public service facilities, and also provides an effective reference for the sustainable development and service quality improvement and upgrading of rural areas.