結合Kano與IPA模型探討台灣豪宅物業管理之 結合Kano與IPA模型探討台灣豪宅物業管理之服務品質

Applying Kano-IPA model to analyze the service quality of mansion property management

潘睿彬(Ruei-Bin, Pan)

指導教授 ： 吳泰熙

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

本研究旨在結合Kano與IPA分析模式，探討豪宅住戶對於物業管理公司的服務品質特性，藉以了解物業管理公司的服務品質是否滿足豪宅住戶的期望。
研究以SERVQUAL量表為基礎，並參考豪宅物業之服務品質特性，發展出豪宅物業管理服務品質衡量的量表，結合Kano問卷模式，以分層抽樣法進行台灣地區房價每坪60萬以上的豪宅住戶的面訪調查。除了進行Kano與IPA的二維品質的屬性分類外，另以品質特性排序法(quality attribute ranking) (Wasserman, 1993)中的差異指標、改善效果指標等各種品質排序方法，驗證不同分析法在各品質項目改善的優先順序是否會有不同。
結果顯示，以IPA分析在22項衡量服務品質的項目中，分別有9項被歸類在第一象限的繼續保持區，有2項在第二象限的過度努力區，有8項在第三象限的低順位區，有3項則是第四象限需要被優先改善的集中關注區。以Kano分類法則有1項為魅力品質，14項為一維品質，5項被為無差異品質，有2項歸類為必須品質，無任何反向與無效品質，顯示豪宅物業管理的服務品質具有二維品質特性。研究並以不同品質排序方法，進行優先改善項目的排序，結果歸納出第(8)項「物管公司重視職前與在職訓練」、第(14)項「對於服務缺失的改善與修正，非常快速」、第(13)項「處理住戶的抱怨，非常有耐心且態度謙恭」、第(11)項「對於業主的問題反應，有處理的標準流程」等四項，為最優先需要改善的項目。
本研究也發現有些品質項目在房價100萬以上的住戶認為是在繼續保持區的優勢項目，在房價60-100萬的群組卻被歸在低順位區。而每坪房價100萬以上的豪宅住戶，大多以投資置產的角度，同時擁有多處的豪宅，故對於物業管理業者之服務品質期望，希望能提昇其資產的價值為目的。
因此，由研究結果可知，運用Kano 與IPA模式不但可適用於分析物業管理公司的服務品質，而且具有明顯的助益。可以做為擬定後續經營策略與提昇住戶服務品質時之參考。

關鍵字

Kano模式 ； IPA ； 豪宅 ； 服務品質 ； 物業管理

並列摘要

By combining Kano model and importance-performance analysis (IPA), this research aimed to explore the perception of mansion residents toward the service quality attributes of property management companies, and thus to understand if the service quality of property management companies meet the expectations of mansion residents.
Based on SERVQUAL, the research developed a scale for evaluating the service quality of property management with the reference of the service quality attributes of mansion property management. By adopting Kano questionnaire, interviews with mansion residents who lived in residences of which the house prices were more than NTD 600,000 per ping were conducted with stratified sampling. Except for performing the two-dimensional categorization of attributes with Kano model and IPA, quality attributes ranking methods such as difference indicator and improvement effectiveness indicator in quality attribute ranking (Wasserman, 1993) were also adopted to verify if there were differences in the priority order of quality element improvement applying different methods of analysis.
The results indicated that there were 9 elements categorized in the first quadrant meaning keep going, 2 elements in the second quadrant meaning overdoing, 8 elements in the third quadrant meaning low priority, and 3 elements were in the fourth quadrant of concentration, which means that they needed to be improved in first priority. In the categorization of Kano, there were 1 in attractive quality, 14 in one-dimensional quality, 5 in indifferent quality, and 2 in must-be quality. There was no any element in reverse and mal-function qualities, showing that the service quality of mansion property management had attributes of two-dimensional quality. The research also utilized different quality ranking method to rank the order of elements needed to be improved in first priority. It was concluded that the 8th element, “emphasis on orientation and on-job training of the property management company”, the 14th element, “fast improvement and correction in service flaws”, the 13th element, “very patient and humble when dealing with residents’ complaints”, and the 11th element, “having a standard operating procedure for owners’ problems” were the elements which needed to be improved in first priority.
The research also found that some quality elements considered advantages in the first quadrant by the residents living in where the house prices were more than NTD 1 million per ping were categorized in the quadrant of low priority by the group of people who lived in where the house prices were between NTD 600,000 to 1,000,000. The residents who lived in residences of which the house prices were more than NTD 1 million often had more than one luxury apart with the thought to make real estate investments, so they had expectations toward the service quality of property management with the hope to promote the value of their properties.
Therefore, we can know from the research results that the service qualities of property management companies can be analyzed by utilizing Kano model and IPA, and this method had obvious benefits. It can be used as a reference for planning future business strategy and promoting residential service quality.

並列關鍵字

Kano’s model ； IPA ； mansion ； service quality ； property management

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