Applying Kano Model and IPA to Improve Service Quality of Higher Education

• Main Authors: HUNG, SHU-TING, 洪淑婷
• Other Authors: TSENG,CHING-CHIH
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4mwcwf

碩士 === 大葉大學 === 管理學院碩士在職專班 === 105 === In recent years, higher education institutions in Taiwan have encountered the crisis of insufficient enrollment or even have shut down the doors under the attacks of less-child phenomenon and WTO policy that allows foreign education institutions to recruit students. As a result, school administrators have to consider deeply how to take measures to promote education service quality and enhance its distinguished features to attract students come to enroll under this dilemma and competitive market. This study aims at the management college of a private university in central Taiwan and collects students’ opinions of education service quality by questionnaires. First, it applies Kano model to classify service quality items into five quality attributes to understand what kind of service students demand. Second, it adopts IPA to survey the differences between service performances and students’ satisfaction. Third, by combining Kano model and IPA, it discovers desirable service that students expect and ranks service quality items in sequence to know which should be improved in priority. At last, the study concludes suggestions for school administrators to improve education environment and service performance. The results indicate that the most important and must-be service is to provide career information or counseling, such as professional ability training, professional license guarantee, internship experience etc., due to most college students will get involved into job market after graduation. The second, convenient traffic and comfortable living circle are attractive elements to students. More convenient it is, more satisfied students are. The third, it is necessary to reply students’ questions with efficiency and to lecture with personalized teaching based on customer-center notion. These suggestions provide school administrators a direction to improve its performance and to offer better service quality.