整合PZB模式與IPA分析法探討第一線服務機關服務品質之研究—以國軍財務單位為例

隨著服務產業越來越多、經營環境變得很競爭、時代的變遷、人民的生活水準提高及自我意識的抬頭，對於服務的水準有很高的要求。行政部門服務品質的重視是現今世界趨勢，政府提供服務使民眾洽公獲得高度滿意是其當下思考之重點。綜觀現代的企業管理模式，將服務品質界定為其核心要素是永續發展的關鍵所在。本研究以國軍單位為研究對象，首先透過Parasuraman, Zeithaml and Berry (簡稱 PZB)等三位學者所提出「服務品質模式」的SERVQUAL 模型架構，來編製第一線服務機關服務品質的重視度與滿意度調查測驗」，探討民眾對於國軍服務單位提供服務的看法與評價。本研究是以 Parasuraman, Zeithaml and Berry 所提出的服務品質衡量模式(SERVQUAL 量表)，以有形性、可靠性、反應性、保證性、關懷性五大構面來探討，並結合第一線服務機關中指標架構的評核項目，做為本研究問卷設計的構面分類及問項依據。其次，則採用IPA分析法(Importance-Performance Analysis, IPA)來分析基層行政部門在辦理民眾案件過程中，其服務上不足與缺失的地方，並研擬改善品質方法及創新服務策略，提供相關行政機關參酌，以增進對顧客的服務品質。本研究以Likert Scale的七點量表來進行評價，其中重視度和滿意度分別表示重要和表現的高低程度。將測驗結果劃分出重視度與滿意度座標圖，以 IPA 法發現優先改善事項係位於重視度高而滿意度低的區域。檢視優先改善區之七個題項，可以發現不足之處，大多偏向反應性與關懷性的構面，次要改善區也有六個題項，大多偏向有形性與可靠性。因此，國軍第一線服務機關應加強能力訓練與專業素養，提升服務能量。進一步發現服務人員應了解顧客的需求，並正確且迅速完成服務案件，使其感到信賴可靠。並透過 IPA 分析法提出行動改革方案，強化行政效能與提高顧客滿意度。

關鍵字

第一線服務機關；服務品質；顧客滿意度； PZB ； IPA分析法

並列摘要

With the increasing number of service industries, the operating environment becoming very competitive, the changes of the times, the improvement of people's living standards and the rise of self-awareness, there are high requirements for the level of service. The emphasis on the service quality of the administrative department is a current world trend. The government's provision of services to make the people get high satisfaction from business negotiations is the focus of their current thinking. Looking at the modern enterprise management model, defining service quality as its core element is the key to sustainable development. This study takes the national army as the research object. First, through the SERVQUAL model framework of the "service quality model" proposed by three scholars such as Parasuraman, Zeithaml and Berry (abbreviated as PZB), the importance and satisfaction of the service quality of the first-line service agencies are compiled. Degree survey test ", to explore the public's views and evaluation of the service provided by the military service unit. This research is based on the service quality measurement model (SERVQUAL scale) proposed by Parasuraman, Zeithaml and Berry, and explores the five aspects of tangibility, reliability, responsiveness, guarantee, and care. The evaluation project of the index structure is used as the basis for the facet analysis and question item design of the research questionnaire it uses the IPA analysis method (Importance-Performance Analysis, IPA) to analyze the deficiencies and deficiencies of the grassroots administrative departments in handling public cases, and develops quality improvement methods and innovative service strategies to provide relevant agencies to participate , To contribute to improving customer service quality. This study uses Likert Scale's seven-point scale to evaluate, where importance and satisfaction indicate importance and performance, respectively. Divide the test results into a graph of importance and satisfaction, and use IPA to find that the priority improvement items are located in areas with high importance and low satisfaction. Examining the seven items in the priority improvement area, you can find deficiencies, most of which favor the reactive and caring aspects. The secondary improvement area also has six items, most of which are tangible and reliable. Therefore, the front-line service organs of the National Army should strengthen their ability training and professional literacy to enhance service energy. It was further discovered that service personnel should understand the needs of customers and complete service cases correctly and quickly so that they feel trusted and reliable. And through the IPA method, it is possible to propose action reform plans to strengthen administrative efficiency and improve customer satisfaction.