A Study on The exploration of Promoting the Service Qualities based on the KANO and IPA Models for Taiwan's Market Leading Smartphone Manufacturers—Samsung,HTC,Apple,Sony,Xiaomi,ASUS

• Main Authors: Yang, Chyn-Yeu, 楊秦雨
• Other Authors: Chen, Chun-Mei
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/hh6b6f

碩士 === 中國科技大學 === 企業管理系 === 103 === This study employed the Kano model and IPA for investigating the service marketing mix and 7Ps (product, price, place, promotion, personnel, process, and physical evidence) of smartphones. A questionnaire survey was adopted for conducting the research. The Quality Elevation of Smartphones questionnaire was compiled by the researchers of this study, and companies with a high market share in the Taiwan smartphone industry were recruited as the study participants. Smartphone users in Northern Taiwan were considered the study population, with research samples being purposively sampled from those using the following smartphone brands: Samsung (160 questionnaires), HTC (150), Apple (122), Sony (98), Xiaomi (60), and Asus (60). A total of 650 valid samples were returned. The results of a cross-analysis of the Kano model and IPA indicated the following conclusion: (1) Regarding the area for high importance and high performance (keep up the good work), Samsung, HTC, Sony, and Asus must primarily reduce their failure rates. Apple must primarily improve the work attitude of its store staff, enabling them to enthusiastically teach customers about the functions and value-added services of the phones; Xiaomi must primarily improve the integrity of its after-sales service process. (2) Regarding the area of high importance and low performance (concentrate here), Samsung, HTC, Apple, and Asus must all improve battery storage capacities. In addition, Sony must improve its after-sales service process, and Xiaomi must reduce its failure rate. Three management implications were proposed on the basis of these conclusions: managers should cultivate the appeal of the smartphone brands, improve the quality of key aspects of the smartphones and offer consumers products that satisfy their demands, and increase product differentiation to more effectively target customers. Keywords: Kano model , IPA , Smartphone , Marketing strategy