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題名:運用田口訊號雜音比修正重要度與表現度
作者:閻鐵民
作者(外文):Tieh-Min Yen
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:訊號雜音比重要度-表現度分析缺口分析顧客滿意服務品質品質特性Signal-to-Noise RatioImportance-Performance AnalysisGap AnalysisCustomer SatisfactionService QualityQuality Attribute
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重要度-表現度分析法已成為廣泛地運用於協助組織發展市場策略上的主
要工具。雖然許多學者針對原重要度-表現度分析法的問題提出一些更有效的修
正模式,但這些模式仍具潛在性的問題,分析出來的結果會導致組織做出錯誤
的決策。這些潛在性的問題包括:(1)重要度-表現度分析法將順序等級資料視為
計量值變數直接進行分析,無合理的資料轉換與缺乏相對比較;(2)過去提出的
模式忽略不同顧客認知的變異性,而僅以平均數做為分析與比較的基準;(3)當
考慮變異數的影響時,傳統的重要度-表現度的缺口分析缺乏加法性;(4)最近以
迴歸分析來修正的重要度-表現度分析法模式,當模式適合度檢定不佳時,實務
上將難以解釋與應用。本文運用田口訊號雜音比的方法來處理順序等級資料,
並提出修正的重要度-表現度分析模式。此修正模式採用較有意義的資料轉換方
法,同時考慮平均數與變異數的影響,透過訊號雜音比的計算使缺口分析具備
良好的加法性。此外,本文提出的修正模式仍保有傳統重要度-表現度分析模式
所具備的易於使用與直接的策略判讀的優良特性,而且可以輕易地找出品質特
性的改善方向。最後以維修保養服務的實際案例比較此修正的模式與傳統模式
的差異與應用。
Importance performance analysis (IPA) is a technique widely used to assist
organisations in developing marketing strategies and improving products or service quality. Many scholars have revised IPA to augment its effectiveness. However, this involves some unknown problems that could lead organisations to make wrong decisions. As a solution, this paper introduces Taguchi’s signal-to-noise (S/N) ratio approach to treat ordered categorical data in analysing customer satisfaction and integrates it with gap analysis (GA) through S/N ratio to develop a modified IPA model. A Taiwan air-conditioning manufacturer maintenance and repair service is illustrated to demonstrate our method. According to the test case, the modified IPA model obtained more reliable results than the traditional IPA method, considering the central tendency and variance from different customer perceptions. The proposed method can determiner exact marketing strategies and improvement directions for product or service quality attributes, reduce variance and (or) move performance to the target value. This model overcomes the limitations of the traditional IPA model while retaining the merits of the traditional model. Using the modified IPA model an organization can define its marketing strategies and take
action to establish quality improvement activities. In other words, the organization can avoid making wrong decisions when using the modified IPA model.
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