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研究生(外文):Hsieh, Yi-Fang
論文名稱(外文):The Study of Combining Revised SIPA and DEMATEL in Measuring Service Quality of Telecommunication Industry in Taiwan
指導教授(外文):Lee, Yu-Cheng
外文關鍵詞:Simultaneous Importance Performance AnalysisDecision Making Trial and Evaluation LaboratoryComposite ImportanceService Quality
  • 被引用被引用:19
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儘管使用重要度與表現度分析法(Importance-Performance Analysis)對於管理者進行決策分析有莫大的助益,但此理論並未考慮服務屬性具有因果關係時的影響。因此,本研究運用決策實驗室分析(Decision Making Trial and Evaluation Laboratory)以分析服務屬性的因果關係。雖然,DEMATEL可找出屬性的因果關係,但在其計算過程中卻將每項服務屬性的重要性視為相同,且此重要性亦出自填答者的自述,故無法正確地反映屬性的因果關係及影響程度。因而,本研究另提出以多元迴歸分析計算得出隱性重要度作為權重,以求得混合權重後的直接/間接關係矩陣,並將混和權重後的重要度(Composite Importance)平均值作為IPA 模式的重要度估計值,重新建立IPA 矩陣,提出合理的決策方法。
另一方面,傳統IPA 模式以受訪者主觀填寫的尺度值作為測量結果,無法表達服務屬性真正的重要度;也未考量競爭對手在相關服務屬性的表現。因此,本研究提出新修正的同步重要度與表現度分析法(Simultaneous Importance-Performance Analysis,SIPA)模式,除了運用多元迴歸分析取得服務屬性的隱性重要度外,再依據SIPA 的評估表,歸類自家業者及對手所屬的市場機會。最後,本研究提出整合修正後的SIPA與DEMATEL 於服務品質之衡量,並以台灣通訊服務業為個案,以印證本研究所提之方法可提供管理者正確且有效的決策資訊。
Importance-Performance Analysis (IPA) can help managers identify improvement
strategies. However, it is not sufficient to provide adequate information for decision making as services attributes are causal and interrelated. Thus, a Decision Making Trial and Evaluation Laboratory (DEMATEL) is employed to assay the causation and the influence across service attributes for locating key factors, but it still cannot reflect the importance or seriousness of each factor on the result. Thus, we first employ DEMATEL to analyze causation
across service attributes and compute implicit importance via multiple regression analyses as the weights of service attributes and then included the weights in composite importance, and used the weighted DEMATEL composite importance to estimate IPA importance for regulating the importance of service attributes.
Besides, traditional IPA model taking subjective self statement as a measurement cannot reveal the actual importance of service attributes, especially when performance of competitors is not factored. The revised Simultaneous Importance Performance Analysis (SIPA) was used in this research to establish the implicit importance of service performance attributes with multiple regression analysis to ascertain the competitive differences between their operation and competitors. Finally, the telecommunication industry in Taiwan was conducted with the adoption of a revised SIPA and DEMATEL.
摘要 i
誌謝辭 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒 論 1
第一節 問題陳述 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 服務品質相關意涵7
第二節 同步重要度與表現度分析法 13
第三節 決策實驗室分析法 18
第三章 研究方法 21
第一節 決策實驗室分析法 21
第二節 同步重要度與表現度分析模式 26
第三節 整合SIPA 與DEMATEL 28
第四章 個案研究 30
第一節 個案背景 30
第二節 個案研究分析 32
第五章 結論與建議 45
第一節 結論 45
第二節 建議 49
參考文獻 51
附 錄 A 57
附 錄 B 59
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