| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 98 === The ATM is the most popular of the e-bank service system; however, the imme-diate service remedy is unsatisfying, which significantly influences customers’ evalua-tions on service quality. IPA is a common analytical tool used by management; however, in the model, there is conflict between two practical applications. This study adopted the IPSM), which is a modified IPA, and emphasized that importance measurements should be based on levels of attribute satisfaction that enhance overall satisfaction, while performance measurement should be upon the gap between expected performance and cognitive performance. This study also adopted the Kano two-dimensional quality model.
According to study purposes and literature review, this study conducted a ques-tionnaire survey on customers’ importance and performance, and discussed the analytical result of IPA and IPSM. A total of 400 questionnaires were distributed, and 350 valid samples were collected; the valid return rate is 87.5%. Results revealed that items “the ATM provides customers with important information required” and “ATM provides diverse services” are in the “possibly over importance zone” of IPA, but in the “immediate improvement zone” of IPSM. “Immediate communication to fix the breakdown in transactions through ATM” is in the “focus zone” of IPA, but in the “supply exceeding the demand” zone of IPSM.
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