The Research of Two Different Versions of IPA—Case Study of Guangzhou’s Bike-Sharing Industry

• Main Authors: LYU, XIAO-FENG, 呂曉峰
• Other Authors: CHEN, MING-CHIH
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/487vbb

碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 106 === IPA visually shows customers’ opinion on products or services in two dimensions of perceived importance and perceived performance (could be replace by customer satisfaction). It’s a simple and effective analytical tool to help companies decide improvement priorities and thus make corresponding strategies. The traditional version of IPA focuses on data of both perceived importance and customer satisfaction. But in real life, it normally violates its assumption that these two dimension should be nonlinear and asymmetric and thus loses its veracity. To solve the problem, Deng (2007) put forward the modified IPA and obtains the ‘Derive Importance’ with customers’ satisfaction on each question and overall satisfaction by using partial correlation analysis and natural logarithmic transformation. This thesis designs a questionnaire of service quality for Guangzhou’s bike-sharing industry, analyses with two different versions of IPA and makes a comparison between these two versions. In the end, this thesis comes up with conclusions that the modified IPA not only solves the problem of traditional IPA, and also ‘increase’ the distance of dots in the scatter diagram, which is easier for companies to identify improvement priority.