Virtual community service quality improvement based on an intergrated perspective of business strategy and quality attributes : using Facebook as an example.

• Main Authors: Lin, Min Chun, 林旻君
• Other Authors: Eugeuia Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/04004493838377878157

碩士 === 國立政治大學 === 資訊管理研究所 === 99 === At the time we think that product quality and customer satisfaction is a linear relationship, hunting Zhao Ji first applied the concept of two factors theory on quality and found that quality and customer satisfaction also has two-dimensional relationship. So you can identify what kinds of quality are more important than others to the formation of quality improvement priorities. Other researches also applied the concept of the Kano model on service quality and found that service quality also has the two-dimensional quality attribute. However, Kano model only can provide the classification of quality attribute, but cannot understand the current experience of the user. So some researches subsequently joined the IPA( Importance-Performance Analysis ), in order to understand current user subjective experience. We can know Kano model is used to “qualitative”, that is, to understand the attributes of quality, while the IPA is used to “quantitative”, that is, to understand the users current experience. However, the quality improvement suggestions from the combination with Kano model and IPA tend to fellow the literal interpretation from two models. Some suggestions even mismatch the actual company management situation. Therefore, the core of this study tried to import the concept of strategy and strategic action into the combination of Kano model and IPA to submit new recommendations of quality improvement. Then this study, based on E-S-QUAL, combining with analysis methods of Kano model and IPA, and using Facebook as an example, explores whether the characteristics of Facebook social network service qualities show two-dimensional quality attributes. Grouping the samples by different demographic variables to explore whether different users will affect the classification of quality attributes. Finally, this study examines the reasonableness of quality improvement suggestions from itself and also makes a comparison with the suggestion combining with Kano model and IPA. The results showed that, Facebook’s network service qualities do have the two dimensional quality attributes. But in 32 network service quality items, there do not have any attractive quality attribute. It shows that, there is no one service quality item proposed from E-S-QUAL will be loved or desired by Facebook users. For the different demographic variable users, there are some different in classifying Facebook’s network service quality attributes in some dimension. Finally, this study uses the result from the data analyzed through Kano model and IPA to examine the reasonableness of quality improvement suggestions from itself, and also makes a comparison with the suggestion combining with Kano model and IPA. The examination discovered that the latter is indeed miss the quality improvement suggestion in some situation. So the suggestions of this study compensated the missing part and also proposed a more comprehensive suggestion for Facebook’s quality improvement.