| Summary: | 碩士 === 中華大學 === 科技管理學系碩士班 === 103 === With the coming of the age of service experience, the industries of Taiwan tend to be manufacturing service-oriented, scientific service and transferred to a service-based economy. The tourism factory that the government promotes to expand a wide range of tourist services combines the tranditional manufacturing industries , creative elements, innovation services and sightseeing experience features to an innovative service industry. However, for the purposes of tourism industry, how to effectively carry out service quality improvement and service innovation, providing high quality and innovative services to enhance customer satisfaction and loyalty, thus maintaining the competitiveness of enterprises, has been a topic that tourist factory industry and researchers actively explore . The main purpose of optimizing the quality of service is to improve the deficiency and develops the management strategy to enhance the satisfaction and loyalty of the customers. The importance performance gap analysis (IPGA) has proven to be an effective strategy to improve service quality and easy-to-use analytical techniques, has become widely accepted in the management.
Because it conflicts with the Kano two-dimensional quality of service, it results in restrictions on the use and reduces practicality. So Lin and Wang (2014) combine the identification of the demand for services in IPGA with two-dimensional quality. They re-evaluate the priority of the improvement in all various services under the deficiency of service and develop the two-dimensional importance proformance gap analysis (KIPGA). This study will compare the similarities and the differences of the result of the execution of KIPGA,IPA and IPGA by exploring the deficiency of service quality of tourism factory.
For this purpose , this study uses the Retail Service Quality Scale (RSQS) developed by Dabholkar, Thrope and Rentz (1996) as the basic scale of service quality which was combined with physical image, reliability, human interaction, problem solving, store policies, staff guide view, non-staff guide view, sensory experience, emotional experience, thinking experience, acting experience,relaitonal experience, a total of 12 facets and 50 projects. This study collects the data by questionnaire survey of the tourists who visist the socks factory. It issued a total of 270 questionnaires , 200 valid questionnaires, the effective rate was 74%.
After reliability , validity analysis, IPA, IPGA and KIPGA of data analysis, the results show: IPA, IPGA (mainly to improve service deficiency) the priority of deficiency improvement is the "physical image" and the"emotional experience"; KIPGA (to increase consumer willingness to revisit based) the priority of deficiency improvement is the "staff guide view ". The deficiency identifications of service quality among the different strategies of research are different. Thereby this study will provides the follow-up service quality research and the reference of service improvement plan to the tourism factory.
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