應用品質機能展開探討大學服務品質：以高雄市立空中大學為例

Applying Quality Function Deployment in to Study The Service Quality of University: A Case of Open University of Kaohsiung

李亭林(Ting-Lin Lee) ； 林金燕(Chin-Yen Lin)

《政策與人力管理》 4卷2期 (2013/07) Pp. 85-121

https://doi.org/10.29944/PPM.201307_4(2).0003

摘要

近十年來因高教政策開放，政府囿於財政壓力，預算並未伴隨大學數量增加而成長，在資源有限的情況下，各校搶蝕補助款的情況愈來愈嚴重，而資源稀釋後是否導致教學品質下降、學生競爭力不足等負面效應，成為朝野各界關切之問題。本研究以高雄市立空中大學為個案，探討「學生對學校教學服務品質的需求」、「學生對學校提供之各項服務其認知與期望」及「應用品質機能展開，系統性學校服務品質之評核機制」。並以SERVQUAL 量表為問卷設計之架構，針對學生對高雄市立空中大學大學服務品質之心理期待與實際感受進行研究，再運用品質機能展開，建構品質屋，藉以找出改善、提升高雄市立空中大學服務品質之品質技術執行項目的優先順序。經研究後發現，學生對學校服務品質呈現不滿意之狀態共有四項，其中有三項為「關懷性」、一項為「有形性」，顯示學校服務品質改進的方向集中在「關懷性」的服務層面；在服務品質優先改善前五項之順序中，「有形性」占二項，其餘「反應性」、「關懷性」與「保證性」各占一項，顯示服務品質優先改善項目分散於各構面之中；應用品質機能展開探討學校服務品質技術，其服務品質技術重要性排序亦集中在與「關懷性」相關之服務上。

關鍵字

品質機能展開 ； SERVQUAL 量表 ； 服務品質

並列摘要

The decision to widely open higher educational institutes all over the country, which was made by the Ministry of Education over the past decade, led to the increasing numbers of the universities and indirectly caused the oversupply of students for all of the institutes. Due to its own financial problem, the government does not raise the budget with the growing number of universities; hence, the situation of the universities competing for the limited budget and resources can only be worsened. The negative effects caused by this phenomenon, including the decline of the educational quality and the lack of students' incompetency, have gradually drew the attention from all levels of the society and became one of the citizens’ main concerns. Taking the Open University of Kaohsiung as a case study, this research focused on investigating the following three questions: “students’ needs for the university educational quality,” “students’ acknowledgment and anticipation of the services offered by universities,” and “the examination system of Quality Function Deployment (QFD) and systematized evaluation of the service qualities performed by the university.” Based on the SERVQUAL scale, the author made a questionnaire specifically designed for the students in the Open University of Kaohsiung. After receiving the questionnaires answered by the students and running statistical analysis on them, I researched the psychological anticipation and actual experience of the students’ studying in the Open University of Kaohsiung. I further utilized the Quality Function Deployment (QFD) and House of Quality as the methods to find out the order so as to improve the service quality of the university. In this research, I found that there are four items that students are most unsatisfied with the university (three are related to empathy and one is related to tangibility in terms of SERVQUAL), suggesting that the improvement made by the school should focus on the empathy aspect. Meanwhile, the top five service items that need to be improved are scattered into four different aspects, including two in tangibility and the other three in responsiveness, empathy, and assurance. This result implied that the service items that need uttermost attention are evenly distributed into all aspects. I also used Quality Function Deployment (QFD) to evaluate the service quality made by the university. The result suggested that the most important service items are located in the category of empathy, which is consistent with the service items that students are most unsatisfied with.

並列關鍵字

Quality Function Deployment (QFD) ； SERVQUAL Scale ； Service Quality