A Study on the Service Quality of Non-profit Organizations with SQ-Need Theory and PZB Gap Model – The Case of Tzu-Chi Children's Achievement Class

• Main Authors: Hui-Min Ting, 丁蕙敏
• Other Authors: Kai-I Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/11986337928971910922

碩士 === 東海大學 === 管理碩士在職專班 === 98 === Non-profit organizations have become more important institutions in modern society. In recent years both governments and corporations aim at satisfying customers and improving service quality by implementing the National Service Quality Promotion Program (NSQPP). Non-profit organizations, service industry-oriented, are self-initiated establishments with strong sense of missions. To achieve assigned missions, non-profit organizations would focus their efforts on the satisfaction of customers, the understanding of the necessary combination between institution’s goals and customer’s satisfaction, and continually improving service quality. In this study, by questionnaire survey, based on Maslow’s theory of needs, SQ-NEED service quality instrument, and PZB service quality gap model, we investigated the current service quality of Tzu-Chi Children's Achievement Classes in different region to ascertain respondents’ expectation and satisfaction. The results from the empirical analysis show that the overall service quality is highly expected and satisfied by the parents of the attending children. There are seven behavior-motivating human needs which are physiological needs, safety needs, belongingness and love needs, esteem needs, self-actualization needs, knowledge / understanding needs, and aesthetic needs. In the total of the seven categories of service quality based on needs hierarchy, esteem needs is most expected and most satisfied by participants. Based on expectation and satisfaction degree, Importance-Performance Analysis (IPA) was further used to locate service quality gaps that need improvement. Within the seven items that should be highly prioritized for further improvement, one belongs to physiological needs category, two belong to safety needs category, three belong to belongingness and love needs category, one belong to aesthetic needs category. Final conclusion and practical suggestion were raised as per this empirical analysis.