Applying IPA and Kano two-dimensional quality model in evaluating service quality requirements of passengers of Taiwan High Speed Rail

• Main Author: 盧右梅
• Other Authors: 吳信宏
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/82536579813752556774

碩士 === 國立彰化師範大學 === 企業管理學系 === 97 === Since Taiwan High Speed Rail (THSR) joins the market, different transportation companies depending on their business characteristics have their own strengths and weaknesses. Besides, the passengers have a wide variety of choices in transportation. Therefore, service quality and satisfaction are essentially important. For this reason, the research mainly lies in applying importance-performance analysis to identify the major strength and weakness service quality attributes of passengers’ perception based on SERVQUAL construct. Moreover, this study exercises Kano two-dimensional model to classify the service quality and incorporates perceived importance-performance analysis (P-IPA) that was proposed and developed based upon IPA to analyze the service performance and to segment the competitive advantages and weaknesses markets. The results can provide insights for THSR Company to make different strategies for different markets. According to P-IPA, twelve of twenty-six service quality attributes with both high importance and performance can be viewed as major strengths, while three of them are the attributes with high importance but low performance required for immediate improvement. On the basis of Kano model analysis, there are no attractive quality items to competitive advantage segmentation, but there is one attractive quality element to butterflies. For barnacles, there are five attractive quality items. In the competitive weaknesses segmentation, most of the service quality items need to be improved immediately. Only the 12th item and the 26th item don’t belong to must-be quality items. However, the 26th item, which is indispensable to true friends, needs to be modified for decreasing the customers’ dissatisfaction. Keywords: importance-performance analysis, transportation service quality,Kano Two-dimensional Model, Kano-CKM, high speed rail