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研究生:陳璐芳
研究生(外文):Lu-Fang Chen
論文名稱:建構新服務品質決策分析模式之研究
論文名稱(外文):Research on Building New Service Quality Decision Making Model
指導教授:林淑萍林淑萍引用關係
指導教授(外文):Shu-Ping Lin
學位類別:博士
校院名稱:中華大學
系所名稱:科技管理博士學位學程
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:132
中文關鍵詞:缺口分析重要-績效分析Kano模式倒傳遞類神經網路本土銀行業
外文關鍵詞:Gap analysisImportance-PerformanceKano modelBack Propagation Neural NetworkDomestic Banking industry
相關次數:
  • 被引用被引用:11
  • 點閱點閱:648
  • 評分評分:
  • 下載下載:62
  • 收藏至我的研究室書目清單書目收藏:1
缺口分析法(GA)及重要-績效分析法(IPA)已被證實為服務品質改善策略中有效且方便易用的分析技術,因此,在管理實務應用上備受青睞,卻也因為其在基本假設與Kano二維服務品質概念相互衝突,導致在使用上有所限制而降低其實效性。因此,本論文主要目的是建構兩大新服務品質整合技術,其一是二階段新缺口分析法(簡稱NGA):此方法是以提升整體滿意度為主要訴求下重新定義缺口函數,並利用倒傳遞類神經網路(BPNN)及T檢定的方法建構同時符合服務品質一維及二維概念的有價值缺口的判定,以提供管理者進行有效改善策略之參考依據。在NGA的模式下,缺口的縮減可以提升整體顧客滿意度。其二是二階段新重要-績效策略矩陣分析法(簡稱IPSM):此方法同時結合了Kano二維服務品質概念、GA及IPA等模式的特性,對重要性及績效值重新定義,使得重要性的衡量是“提升服務屬性滿意度時,其所能提升整體滿意度的程度”,而績效值的評估是“服務屬性可以提升整體滿意度的有價值績效”,並利用BPNN評估重要性及績效值。IPSM是傳統IPA修正模式的整合性模式,有助於企業決策者在資源有限下擬定更加完善的資源重整策略。
此外,為了驗證上述兩種方法的效用,本研究分兩部分進行:一、以模擬的線性資料驗證本研究之方法在線性模式下與傳統GA及傳統IPA的修正模式有相同結果。此結果顯示本研究可同時處理線性及非線性之方法優於僅能處理線性關係之傳統GA及傳統IPA方法;二、本論文以本土銀行業為實例進行服務缺口之辨識與改善規劃,首先發展本土銀行評估量表,量表包括服務環境、關懷性、互動品質、ATM服務系統、保證性、便利性及網路服務等七大銀行服務品質評估構面共47項評估題項;接著透過某本土銀行為實例驗證NGA及IPSM的實效性,內容包括傳統GA與NGA及IPSM與傳統IPA相關修正模式進行比較分析,結果顯示NGA及IPSM在提升整體滿意度上有較佳的效果。因此,NGA及IPSM可以視作在增進整體滿意度上之有價值決策分析模式。

Traditional Gap analysis (GA) and Importance-Performance analysis (IPA) are two simple and useful techniques which can help managers identify which attributes should be improved to promote service quality. However, the basic assumptions underlying the application of GA and IPA were challenged while comparing with the Kano’s two-dimensional model.
The main purpose of this research is to builid two new service quality strategy methods to revise GA and IPA. The first is to build a new gap analysis (NGA) by redefining service quality gap and building its evaluating function through Kano’s two-dimensional conception with the application of BPNN technique. The second is to build a new Importance-Performance Strategy Matrix (IPSM), which was developed by integrating the conceptions of Kano’s model, GA model and IPA model to help managers make more comprehensive decisions for improving overall customer satisfaction. Both attribute importance and performance in IPSM are re-calculated by a customer satisfaction function and the Back Propagation Neural Network (BPNN) method is to build this function to reflect the concept of Kano’s two-dimensional conception.
Furthermore, this research confirms the application validity of the analytical results in using NGA and IPSM by taking domestic banking industry as an empirical case. First, the study develops a service quality questionnaire for domestic banks. The final scale includes seven dimensions, such as service environment, empathy, interaction quality, reliability, assurance, convenience and technology quality with total 47 service quality items. And then, this study tests the service quality instrument by using the case of a domestic bank in Taiwan to check the application validity of GA and IPSM. Two comparative analyses are employed on GA-NGA and four IPA-based models. Results showed that the impact of each service quality models on improving customer satisfaction can be clarified by NGA and IPSM techniques. This implicates that NGA and IPA techniques can be considered as the valuable decision-making tools for enhancing customer satisfaction more effectively.

摘 要 i
ABSTRACT ii
誌謝辭 iv
目 錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
第二章 文獻探討 7
第一節 服務品質 7
第二節 重要-績效分析 25
第三節 類神經網路 38
第三章 顧客滿意度函數之建構 44
第一節 顧客滿意度函數 44
第二節 倒傳遞類神經網路之設計 45
第三節 建構顧客滿意度函數 48
第四章 整合GA及Kano之資源重整分析模式 50
第一節 新缺口模式(NGA)概念之發展 50
第二節 有價值缺口函數 51
第三節 兩階段新缺口分析 52
第五章 整合IPA及Kano之資源重整分析模式 55
第一節 新重要績效策略矩陣概念發展 55
第二節 有價值的績效函數 59
第三節 二階段新重要-績效策略矩陣分析過程 60
第六章 NGA及IPSM在線性關係之下之有效性(模擬驗證) 65
第七章 實證研究分析 70
第一節 研究背景與動機 72
第二節 銀行業服務品質 74
第三節 研究設計 77
第四節 樣本結構 82
第五節 信效度分析 83
第六節 實例分析 85
第八章 結論 99
第一節 學術貢獻與管理意涵 99
第二節 研究限制與建議 103
參考文獻 105
附錄A 銀行問卷(預試) 121

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