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題名:運用Kano’sModel修正重要度-表現度分析法:以臺灣工業電腦製造業個案研究為例
作者:鄭正鈐
作者(外文):Cheng-Chien Cheng
校院名稱:中華大學
系所名稱:科技管理學系(所)
指導教授:李友錚
學位類別:博士
出版日期:2009
主題關鍵詞:重要度-表現度分析Kano二維品質模式贏得與符合訂單的條件顧客滿意Importance-Performance AnalysisKano’s ModelOrder-Winner and Qualifier CriteriaCustomer Satisfaction
原始連結:連回原系統網址new window
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本研究的目的是建立新的決策分析方法論,用以分析與改善贏得與符合訂單的條件,並贏得與符合訂單。重要度-表現度分析 (Importance-Performance Analysis, IPA) 模式已廣泛地運用於顧客滿意管理,並成為其主要工具。IPA係以顧客對品質特性所感受的重要度,以及組織的表現度為基礎,所發展出的二維矩陣分析法,組織依據分析結果制定顧客滿意管理策略。然而,傳統的IPA模式卻隱含重要假設,即表現度與顧客滿意度線性關係的假設,若品質特性具非對稱或非線性的影響時,傳統IPA模式無法正確地分析重要度與改善的優先順序,而導致錯誤的決策。
因此,本研究提出一新的決策分析方法論,即運用Kano’s Model建立品質特性具備程度與顧客滿意度的關係,加上品質特性改善後對顧客滿意的影響程度,來調整品質特性的重要度。修正的IPA模式考量了品質特性與顧客滿意度的非線性關係,不僅增加IPA模式的有效性,還維持了傳統IPA模式簡單易懂的決策模式。本研究以台灣工業電腦產業的個案為例,說明運用Kano’s Model修正的IPA方法論的應用及效益。
The aim of study is to establish a new methodology of IPA to improve order- winner critera and win orders. Importance-performance analysis (IPA) model has been widely used as the primary tool for market research and business improvement. However, traditional IPA model has important hidden assumption, that is performance and satisfaction have a linear relationship. Under these assumptions, if the quality characteristics cannot meet the above-mentioned assumption, the IPA model will not accurately analyze the importance and priority ranking for improvement, leading to wrongful decision making. This study puts forth a new decision making and analysis methodology that will, on one hand, exploit the Kano’s Model to establish nonlinear relationship between quality characteristics and customer satisfaction, when quality characteristics are functional and dysfunctional.On the other hand, the analysis will adjust the importance of quality characteristics according to the effect of quality characteristic improvement on customer satisfaction. The modified IPA model takes the nonlinear relationship between quality characteristics and customer satisfaction into consideration, not only boosting effectiveness of the IPA model, but also retaining the simple decision making pattern of traditional IPA models. Finally, the study takes a case of industrial computers in Taiwan to address the application and effect of IPA methodology modified by Kano’s Model.
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