Service quality management by expanded traditional importance–performance analysis

Abstract

Traditionally, importance–performance analysis (IPA) is a simple and effective technique that can assist practitioners in identifying improvement priorities for service attributes. However, many issues still exist and are worthy of discussion. First, traditional IPA emphasizes the external customers’ satisfaction, but ignores internal customers’ (employees) achievement. Second, traditional IPA does not provide any information on comparisons with competitors’ performance. Third, practitioners of traditional IPA usually use the sample mean to rate the importance and performance, leading to a great degree of uncertainty due to sampling errors. Based on these considerations, this study attempts to expand the functions of traditional IPA and proposes an expanded importance–performance analysis (EIPA), which not only involves both the perspectives of internal and external customers in evaluating the importance, but also defines two standardized indictors to measure the internal and external service performance. Moreover, an EIPA matrix is constructed which provides managers with an integrated graphical representation based on symbols and locations of indicators.

傳統上 ， 重要度-績效分析(Importance Performance Analysis, IPA) 是一種簡單而有效的技術 ， 用來幫助實務管理者確認各項服務品質特性改善之優先次序 ， 然而 ， 其仍存在著一些議題值得去討論。 首先 ， 傳統的IPA分析重視外部顧客的滿意度 ， 卻忽略了內部顧客(員工)之達成度 ； 其次 ， 傳統的IPA分析並未呈現與競爭對手的比較分析 ； 第三點 ， 傳統的IPA的使用者通常利用樣本平均值去量測重要度與績效 ， 可能因抽樣誤差導致更大的不確定性。 本研究嘗試去改善且增加傳統IPA的功能 ， 進而提出擴充的IPA (Expanded IPA, EIPA) ， 它不僅將內外部顧客的觀點納入重要度的評值 ， 而且定義兩個標準化的指標去量測內、 外部環境的績效表現。 進一步 ， 管理者將可透過一個EIPA矩陣圖形的呈現 ， 根據各個指標的落點與符號 ，整合地了解更多的訊息。

(*聯絡人: [email protected])

Keywords:

• IPA
• EIPA
• service quality

Keywords:

• 關鍵詞: 重要度績效分析 ， 擴充的重要度績效分析 ， 服務品質

Notes

(*聯絡人: [email protected])