結合加權方法與IPA量測用於服務品質評估─以校園周邊服務業為例

Applying the Weighting Methods in Importance-Performance Analysis to Evaluate the Service Quality - Case Studies of Service Industries around the Campus

楊森評(Sanky Yang)

指導教授 ： 謝俊逸

亞洲大學/資訊學院/資訊科學與應用學系碩士班/碩士(2008年)

摘要

本研究主要有兩個主要方向，方向一是針對校園周邊服務業，基本資料的統計，可使周邊服務業經營者能對顧客有深入了解，及應用傳統的重要-表現程度分析法（ Importance-Performance Analysis, 簡稱為IPA），找出強項使服務業經營者能夠繼續保持，弱項使服務業經營者能針對問題改進，進而提升服務品質。一般傳統IPA分析須有問重要度資訊才可進行分析，若沒有重要度資訊則須找加權方法代替重要度；所以方向二是使用各種加權方法(如：變異數加權法、靈敏度加權法、亂度加權法、變異係數加權法、相關係數加權法、確定度加權法、GSI加權法與共容訊息加權法等八種方法)，來取代傳統IPA分析之重要度象限，藉以處理當問卷沒有重要度資訊之IPA分析，並且判斷各種加權方法於個案分析中，與傳統IPA分析之一致性。判斷一致性的工具最常用的有以下兩種方法，「百分比比例」與「Kappa檢定」兩種方式，判斷各種加權方法IPA分析與傳統IPA分析之一致性的優劣。為了具體地測量各加權方法IPA分析與傳統IPA分析之一致性的穩定性，本研究使用盒鬚圖針對便利商店的時間序列資料，來進行一致性的穩定性分析。
本研究的研究結果顯示，便利商店傳統IPA分析結果得知，置物架、店內與店外等整潔，店員的態度與禮貌為關鍵優勢，應要繼續保持；置物架的整齊、擺設、貨物的新鮮度及補貨速度、設備齊全或價格等屬於風險與機會，為盡快改進的重點部份。宿舍部份管理員答覆、危機處理、住宿生的關係與尊重於關鍵優勢，應要繼續保持；設備、改善與修復等問題為風險與機會，為宿舍急需改善的重點。圖書館部份中，館員或館內的服務、回覆及設備與環境等屬於關鍵優勢，應要繼續保持；館內之館藏、座位與檢索區電腦等屬於風險與機會，為圖書館急需改善的重點。
加權方法IPA分析與傳統IPA分析之一致性比較結果如下：適用於無整體滿意度問題，有「變異數加權法、變異係數加權法、亂度加權法、確定度加權法與GSI加權法」等五種加權方法，由一致性與穩定性實證分析結果，建議使用「確定度加權法」進行分析；適用於有整體滿意度問題，有「靈敏度加權法、相關係數加權法與共容訊息加權法」等三種加權方法，其中以「共容訊息加權法」結果較接近傳統IPA分析。

關鍵字

服務品質 ； 傳統的重要-表現程度分析法 ； 加權方法 ； Kappa檢定 ； HASH(0xbb75a58) ； HASH(0xbb75ad0) ； HASH(0xbb75b48) ； HASH(0xbb75bc0)

並列摘要

This study has two main parts. The first one is the descriptive statistics of basic information, which focus on the service industries around the campus. This part can provide a deep understanding about customers to the business management of such a particular industry. Moreover, through applying the traditional Importance- Performance Analysis (IPA), the major strengths can be found and maintained, the major weaknesses can be specifically improved and then the quality of service will be enhanced. Originally, the traditional IPA must equip with the importance information. If not, the importance information can be derived by weighting methods. Conceptually, the second part is to implement IPA method with the derived importance from a variety of weighting methods. There are eight weighting methods introduced in our study, namely variance weighted method, sensitivity weighted method, entropy weighted method, coefficient of variation weighted method, correlation coefficient weighted method, certainty weighted method, Gini–Simpson index (GSI) weighted method and mutual information weighted method. Furthermore, case studies are provided. The result for each weighting method is compared one another along with that of traditional IPA. Percent rate and Kappa test are the two indicators to measure the consistency among eight weighted methods and the traditional IPA. Specifically, the Box plot is used to measure the stability in a variety of scenarios of IPA.
The results of this study show several essential points. By using the traditional IPA in convenient stores, findings the keys to gain advantage are the shelf stands, store tidiness, attitude and politeness of the clerks. The neat and placing of shelf stands, freshness of goods, speed of restock, completeness of equipment and prices are the issues needed to be made better immediately. The response of dormitory manager, crisis handling, relationship and respect of residence are the essential advantage required to be maintained. On the other hand, facilities, improving and repairing are the problems have to be solved as soon as possible. In the field of library, its preserved key advantages are the service of librarians as well as the library itself, response, facilities and environment. Thus, the collection of library, seats, and computers in information search area are vital parts should be upgraded instantly.
The conclusion of comparing the consistency between the result of each IPA method with the importance computed from each weighted method and that of traditional IPA is as following: there are five weighted methods are suggested when the overall satisfaction is unavailable, such as variance weighted method, entropy weighted method, coefficient of variation weighted method, certainty weighted method and Gina–Simpson index (GSI) weighted method. From the consistency and stability criteria, the analyzing result is that certainty weighted method is most recommended for implementing IPA method when the overall satisfaction is unavailable; there are three weighted methods are suggested when the overall satisfaction is available, which are sensitivity weighted method, correlation coefficient weighted method and mutual information. Among them, the result of IPA method with the importance computed from mutual information weighted method is much similar to that of traditional IPA.

並列關鍵字

Service Quality ； Importance- Performance Analysis ； Weighting Methods ； Kappa Test

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