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題名：進階KIPGA-QFD整合模式之建構
作者：畢瀚中
作者(外文)：PI, Han-Chung
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：林淑萍
楊振隆
學位類別：博士
出版日期：2017
主題關鍵詞：服務品質；缺失辨識；KIPGA模式；QFD；service quality；deficiency identification；KIPGA model；quality function development (QFD)
原始連結：連回原系統網址new window
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觀光旅遊與醫療照護均係台灣目前推動的六大新興產業之一，雲端服務亦納入四大智慧型產業之列，政府官方或民間業者莫不積極整合兩者，以開發創新的觀光導覽或健康照護雲服務，期望透過科技與服務品質的整合，有效提升其品質、效益及競爭力。因此，如何有效辨識雲端服務品質關鍵缺失項目，並提出具體改善策略，藉以提升顧客滿意度及忠誠度，以維持競爭力，一直以來均是相關領域積極探索之議題，本研究主要目的即係建構雲端服務品質之優化管理模式。
經相關文獻的彙整發現，過去學者針對關鍵服務缺失定義的不同，均有提出不同的辨識方法，本研究則在二維重要績效缺口分析法(簡稱KIPGA)基礎下，亦以KANO二維品質理論為概念，整合干擾迴歸二維品質類別辨識法於重要績效缺口分析模式中，試圖發展一個進階式KIPGA法，藉此辨識關鍵服務缺失項目的類別屬性，且為提出缺失改善策略，結合品質機能展開法(QFD)，建構一個進階式KIPGA-QFD整合模式。
本研究為驗證建構之方法具可行且有效，以觀光導覽雲及健康雲為實例，經進階式KIPGA法辨識，觀光導覽雲的39個服務項目均有缺失，且發現5項服務缺失亟需改善，其中必須改善的服務項目為「地圖導航服務」1項，加強改善的服務項目為「獲得詳細資訊的服務」、「具備衛星系統偵測服務」、「具備豐富資訊的服務」及「獲得即時資訊的服務」等4項，另經運用KIPGA-QFD整合模式，提出「結合GPS定位系統」、「定時更新觀光導覽雲知識庫」及「建構一個觀光景點知識的數位圖書館」等3項改善策略；健康雲的11項服務構面中9項有缺失，且發現5項缺失構面亟需改善，其中必須改善的服務構面為「社會影響」1項，加強改善的服務構面為「回應性」、「易用性」、「相容性」及「相對效益/有用性」等4項，另提出「運用傳媒及教育方式加強宣導」、「操作介面簡易且品質穩定」及「提供即時回饋的線上客服」等3項改善策略。
研究結果顯示，進階式KIPGA法及KIPGA-QFD整合模式是可行且有效的方法，可應用於觀光導覽雲及健康雲服務品質優化管理模式中，研究結論可提供政府機關持續推動觀光導覽雲及健康雲服務改善規劃之政策參考。
Tourism and healthcare are two of the six major emerging industries currently promoted in Taiwan. Cloud computing has also been included as one of the four major smart industries promoted by the government. The Taiwanese government and private sector have actively integrated services from these industries to create cloud tourism or cloud healthcare services that are innovative. Such application of technology and service quality was used to effectively increase service quality, industry benefits, and competitiveness. Therefore, experts from relevant fields have actively addressed topics on how to effectively identify shortcomings in cloud services, provide concrete improvement solutions, enhance customer satisfaction and loyalty, and maintain competitive advantages. Accordingly, this study was conducted to establish an optimal management model for cloud service quality.
A compilation of literature showed that scholars have proposed different definitions and identification approaches for key service deficiencies. The present study adopted the two-dimensional importance–performance gap analysis (KIPGA) and the Kano two-dimensional quality model, a moderated regression quality model, and integrated them to develop an advanced KIPGA method. The method can be used to categorize key service deficiencies according to their attributes. Furthermore, quality function development (QFD) was incorporated to construct an advanced KIPGA–QFD integration model that can be used to generate improvement solutions for these deficiencies.
The feasibility and effectiveness of the proposed method were verified by evaluating cloud tourism and cloud healthcare services provided in Taiwan. The results revealed deficiencies from the 39 cloud tourism services, five of which required substantial improvement. Among the five services, one required immediate improvement (i.e., “map navigation”) and the other four required further improvement (i.e., “information search,” “satellite detection,” “information enrichment,” and “real-time information management.”. To address these deficiencies, the KIPGA–QFD integration model was used to derive three improvement solutions (i.e., “integration of the global positioning system,” “regular updates for the cloud tourism information database,” and “establishment of a digital library containing information of tourist attractions”). Nine deficiencies were identified from the 11 constructs of the cloud healthcare services, and five of these constructs required substantial improvement. Among these five constructs, one required immediate improvement (i.e., “social influence”) and the other four required further improvement (i.e., “responsiveness,” “ease of use,” “compatibility,” and “relative benefit/usefulness”). In response, three improvement solutions were generated, namely “enhancing service promotion using media and education,” “designing simple-to-use interfaces with a stable quality,” and “offering immediate feedback through an online customer service.”
This study confirmed that the proposed advanced KIPGA method and the KIPGA–QFD integration model are feasible and effective for optimizing the management of cloud tourism and cloud healthcare services. The study results can serve as a reference for assisting the government in continually improving these services.
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