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題名:運用TD-IPA模式探討一般旅館服務品質改善策略
作者:馮淑雲
作者(外文):Feng, Shu-Yun
校院名稱:中華大學
系所名稱:科技管理博士學位學程
指導教授:賀力行
學位類別:博士
出版日期:2012
主題關鍵詞:一般旅館業服務品質重要度與表現度分析法訊號雜音比決策實驗室法Standard HotelService QualityIPASignal-to-Noise RatioDEMATEL
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為了解決一般旅館產業改善服務品質之議題,本研究目的係建立一個新的方法論,以Martilla and James(1977)所提出之重要度與表現度的二維決策模式(IPA)、Taguchi(1987)所提出的訊號雜音比(Signal-to-Noise Ratio, S/N)及Gabus and Fontela(1973)所提出的決策實驗室法(Decision Making Trial and Evaluation Laboratory, DEMATEL)三種研究方法之整合,首先以IPA模式,鑑別一般旅館之品質特性在顧客心中所感受的重要度與表現度,然後以田口訊號雜音比之方法進行分析,重新修正重要度與表現度的尺度,並以決策實驗室法整合專家及消費者對於一般旅館服務品質構面之重要度分析,最後將建立新的重要度與表現度矩陣(TD-IPA),進而找出一般旅館服務品質的核心問題並發展一般旅館的改善策略與持續創新之方向並協助組織提升顧客滿意度。
The purpose of this study was to establish a new methodology to improve the service quality of the standard hotel in Taiwan by integrating IPA, Taguchi Signal-to-Noise Ratio and DEMATEL. First of all, this study used IPA method to evaluate the importance and performance of service quality of customers’ expectation. And then, using the Taguchi Signal-to-Noise Ratio to process ordinal data, and considered the influence of average and variance to determine the improvement direction of quality characteristics, so as to, intergrating the experts and customers’ opinions of service quality by conducting DEMATEL. Finally, we established a new TD-IPA matrix to find out the core service quality problems of the hotel to develop strategies for continuous improvement and enhance customer satisfaction.
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