- 學位論文
應用Kano模式、IPA與QFD於智能客服品質之改善
Application of Kano model, IPA and QFD on Improvement of the Quality of Intelligent Customer Service
摘要
隨著科技日新月異發展，消費者接觸銀行智能客服與使用的機會也愈來愈多。目前各大銀行都陸續引進智能客服為大眾服務，希望透過銀行智能客服能盡可能的無間斷服務顧客以提高滿意度與服務品質。本研究目的是了解消費者的偏好去歸納出需要改善的服務功能與問題再使用QFD品質屋去找出改善方案，以期提升整體滿意度。 由於消費者是第一線使用者，對於產品的好壞最了解也最能發現問題所在。而為了解決問題的有效方式，本研究是以銀行智能客服使用者為對象，瞭解受訪者對銀行智能客服服務品質構面之重要度與滿意度看法，並依二維品質特性歸類找出13個必須品質與2個魅力品質。為了展開QFD我們應用Kano二維品質模式與IPA重要程度分析，利用品質特性排序法標準化權重並加權Kano二維品質權重，另一方面再透過2階段專家訪談結果得到技術需求與關係矩陣最後以獲得品質機能展開。透過研究結果得知顧客需求排序表前五項為「使用智能客服可以免去親自詢問的不便」、「智能客服的操作系統是不需花費心力且容易了解的」、「智能客服不會跟真人客服一樣因倦怠而對我不耐煩」、「智能客服能夠快速的回應我的需求」、「使用智能客服能夠迅速解決問題」。企業可以根據以上做出妥善的規劃進行有效的品質提升與改善，作為未來智能客服相關產業之參考與發展上的建議。
並列摘要
With the rapid development of technology, consumers have more and more opportunities to access and use the bank's intelligent customer service. At present, all major banks have introduced intelligent customer service to serve the public in succession, hoping to improve customer satisfaction and service quality through the bank's intelligent customer service. The purpose of this study is to understand consumers' preferences, summarize service functions and problems that need to be improved, and then use QFD house of Quality to find improvement plans, so as to improve the overall satisfaction. As the first line of users, consumers are the best to understand the quality of the product and the best to find the problem. In order to solve the problem effectively, this study takes the intelligent customer service users of banks as the object, to understand the respondents' views on the importance and satisfaction of the quality dimension of the intelligent customer service of banks, and finds out 13 necessary qualities and 2 attractive qualities according to the classification of two-dimensional quality characteristics. In order to develop QFD, we applied Kano two-dimensional quality model and IPA importance degree analysis, standardized weight and weighted Kano two-dimensional quality weight by quality characteristic ranking method. On the other hand, we obtained technical requirements and relationship matrix through the results of 2-stage expert interviews, and finally obtained quality function deployment. Customer requirements through the research result of sorting table top five for "use smart customer service can revoke personally ask inconvenience", "smart customer service of the operating system is not take heart and easy to understand", "intelligent customer service will not like reality customer service because of tired and impatient to me", "smart customer service can quickly response to my needs", "using smart customer service to solve Problem ". According to the above, enterprises can make proper planning for effective quality improvement and improvement, as the future intelligent customer service industry reference and development of the suggestions.