| Summary: | 碩士 === 輔仁大學 === 管理學院經營管理碩士學程 === 99 === Importance-performance analysis (IPA) is a well-known tool used in developing organizational market strategy. However, IPA has an assumption of independence between importance and performace in which is invalid in certain situations; it may mislead service improvement decisions. On the other hand, Kano’s two dimensional quality model identifies non-linear relationship between quality attributes and customer satisfaction when quality attributes are functional or dysfunctional. The aim of this study is to enhance IPA by integrating Kano’s model. A proposed methodology, called Kano-IPA analysis model, is established based on the Kano’s two-dimensional model to consider non-linear importance when the attributes are functional or dysfunctional in order to overcoming the limitation of the IPA. Furthermore, the Kano-IPA analysis model maintains the effectiveness of the IPA in terms of cheap to use, easy to use and easy to understand the improvement decision-making matrix. Finally, a case study on food and beverage industry was analyzed to verify the effectiveness of the Kano-IPA analysis model. The results prove that Kano-IPA analysis model provides more reasonable decision-making strategies in improving quality attributes.
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