Exploring service quality attributions in coach services on national freeway by applying Kano model and IPA:a case of Kuo Kuang Motor Transport Company

• Main Author: 潘婉茹
• Other Authors: 吳信宏
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/31113202207191478160

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 96 === Exploring service quality attributions in coach services on national freeway by applying Kano model and IPA − a case of Kuo Kuang Motor Transport Company Student: Wan-Ru Pan Advisor: Dr. Hsin-Hung Wu Graduate School of Marketing and Logistics Management National Changua University of Education ABSTRACT This study chose Kuo Kuang Motor Transport (KKMT) Company as a case,applied SERVQUAL construct as a basis to develop the survey with 25 items,and incorporated Kano two-dimensional model to evaluate the service quality of coach services on national freeway. Each service quality characteristic is to beevaluated to examine if the two-dimensional quality characteristic exists and then each characteristic is to be classified into one of the five quality elementsfrom customers’ viewpoints. It attempts to segment markets and discuss the differences among different clusters by Kano two-dimentional model and analysis of variance. In addition, perceived importance-performance analysis (P-IPA) was proposed and developed based upon importance-performance analysis (IPA) and revised IPA with benchmarking philosophy to analyze the service performance and relative performance compared with Ubus of KKMT Company. Moreover, by integrating Kano model into P-IPA, the competitive advantages and weaknesses of service quality characteristics can be further prioritized and improved by effective decisions. By the findings, Kuo Kuang Motor Transport Company performs better than Ubus in ten items with high importance. However, Ubus outperforms Kuo Kuang Motor Transport Company by two items, which require immediate improvement by KKMT Company. According to Kano model analysis, there are 25 quality items, 17 of them are one-dimensional quality elements, and 4 items belong to must-be quality elements, and, finally, 4 items are classified as attractive quality elements. The results of this study can provide insights for KKMT Company to improve its service quality and enhance its competitiveness in the marketplace. Keywords: Kano model, importance-performance analysis, satisfaction, service quality, Kuo Kuang Motor Transport Company