The Study of Service Quality Difference in District Offices of New Taipei City: Applying the Kano Model

• Main Authors: Shu-Min Cheng, 鄭淑敏
• Other Authors: Irving Yi-Feng Huang, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/d5vr3j

碩士 === 淡江大學 === 公共行政學系公共政策碩士在職專班 === 104 === Objectively evaluating the service quality of the Taiwan public service is difficult for the governor, because his/her milieu differs from that of the citizen. Therefore, the perception discrepancy of service quality (PDSQ) between “the service quality which public servants presume citizens to experience” and “the service quality which citizens actually experience” still exists. A high PDSQ might cause a public servant to misunderstand the causes of citizens satisfaction (whether high or low), and leading that the public servant makes wrong decision about the future policy evolvement and wastes huge monetary and time cost which can be avoided. Although many scholars have explored the effectiveness and efficiency of public service, no study has been conducted to evaluate PDSQ in the district-level government, especially after the Formation of Five Taiwan Municipalities in December 25, 2015. This study establish a Kano based model, by takes the district affairs of New Taipei City as case study, to measure the presence, magnitude, and in what form of PDSQ exists. Through this model, the author classifies customer preferences into five categories and demonstrates the perception discrepancy between public servants and citizens toward public services. The author furthermore builds corresponding strategy for public servants to minimize the PDSQ, thus the citizen satisfaction regarding public services raises. The contributions of this study are, (1) providing a model to demonstrate how and why perceptions of public servants and citizens toward public services differ, (2) the governor can apply this model to predict the evolvement path of a draft public service, and (3) the governor can also shape corresponding win-win public service execution strategy by linking this model and citizens’ short/long-term business activities. The results demonstrate that one service quality auditing criteria cannot be applied for all types of district-level government appropriately. This means, for example, the district office in rural area regard one service as must-be quality, however, on the other hand, this service might be regarded as indifferent quality in metropolitan area. Therefore, the city government has to explore different requirements from districts in different types of area, in order to design services to satisfy citizen''s requirements. The limitation of this study is that samples are selected only from four district offices (Chung He District Office, Yung He District Office, Pin Xi District Office, and Shuang Xi District Office), and advanced works are required to examine all levels of government in Taiwan to validate the generality of this study. Therefore, in the future, empirical researches can be conducted to explore the PDSQ between district offices in different county, or the PDSQ between central and local authorities.