利用IPA-Kano模型研究智慧手機的品質

USING IPA-KANO MODEL TO STUDY THE QUALITY OF SMART PHONE

周建志(Chien Chih Chou) ； 蘇懿(Yih Su) ； 謝秀吟(Hsiu Yin Hsieh)

《Journal of Data Analysis》 15卷6期 (2020/12) Pp. 19-39

https://doi.org/10.6338/JDA.202012_15(6).0002

摘要

自從2007年Apple公司推出iPhone手機以來，智慧型手機已成為全球最熱門的商品。面對激烈的競爭，各大智慧手機製造公司無不採用各種策略，提高產品的價值以及顧客滿意度，希望能提升顧客忠誠度，更期望顧客會再次購買。本研究以方便抽樣調查智慧型手機的使用者，並詢問關於智慧型手機的各項品質狀況。本研究利用重要度－績效水準分析討論影響智慧型手機各項品質狀況，以及持續維持與改善策略，同時也利用Kano二維品質模型，討論各智慧手機品牌的各品質分類。最後更結合IPA-Kano模型討論各智慧手機品牌的各項品質應該實施的策略順序。就IPA-Kano結果而言，Apple iPhone相對其他品牌智慧型手機都能有較好的表現；其次則為OPPO與Samsung，而Asus與HTC的表現則需要各大幅度的改善以提高消費者的滿意。

關鍵字

智慧型手機 ； 重要度－績效水準分析 ； Kano二維品質模型

並列摘要

Since Apple released first generation iPhone in 2007, smartphone has been recognized as the most popular consumer electronics with spotlight. Under the highly competitive environment, companies are struggling for increasing customer satisfaction to maintain customer loyalty, so that consumers are willing to purchase products again. In this study, convenience sampling has been used to investigate smartphone consumers; respondents were asked about the qualities of smartphone. We use Importance-performance analysis to discuss the qualities of smartphone. At the same time, we also use Kano model to determine the categories of individual quality attributes. Finally, the IPA-Kano model is also used to discuss the strategic order in which each quality should be implemented. As demonstrated in the IPA-Kano model comparison among four major brands of smartphone, Apple is superior to the others, ranked the first. OPPO is ranked the second, and Samsung the third. HTC and Asus need more significant improvement to increase consumer satisfaction.

並列關鍵字

smartphone ； Importance-performance analysis (IPA) ； Kano model

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