An Application of Integrating SERVQUAL and Kano's model into Quality Function Deployment for Pxmart Company's Service Quality
| Autor: | Yuan-Feng Wang, 王源鋒 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 Due to the rapid development of the service industry, many retailers enhance their competitiveness through quality tailored and speedy services, thus highlighting the importance by voice of the customer (VOC). Therefore, how to meet customers’ expected demand is a pressing issue for retailers. In this study investigates the point of view under customers’ from Pxmart. The questionnaire was designed based on the SERVQUAL. Pxmart was explored through the questionnaire survey consisting of 25 evaluation criteria, by integrating the importance-performance analysis (IPA), Kano two-dimension quality model and quality function deployment (QFD) in which the key factors of service quality. In order to enhance customer satisfaction, thereby facilitating Pxmart’s competitive advantage. Empirical result indicates that Pxmart’s advantage lies in 11 factors of service quality, where the content of 4 factors require strengthening and improvement to enhance customer satisfaction. However, we can obtained that most factors have “must-be” quality from Kano’s model, thus indicates that consumers’ higher demand for Pxmart’s service quality, as well as that there is still great room for improvement the critical quality techniques including environment, equipment, reputation building and mart positioning are take into consideration from QFD. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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