Using Kano Model to Explore the Service Quality and Customer Satisfaction of Passenger High-speed Ship

• Main Authors: LEE, SHU-YU, 李淑瑜
• Other Authors: SUN, TE-HSIU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/93238959511969423198

碩士 === 朝陽科技大學 === 工業工程與管理系 === 105 === Abstract This study investigated the service quality and customer satisfaction of passengers traveling on high-speed passenger ferries (hereafter referred to as “passengers”). A Kano two-dimensional model was applied to identify the perception that passengers had regarding each service quality attribute. The importance and satisfaction of service quality for passengers were identified through an importance–satisfaction analysis to assist managers in determining strategies and focuses for improving their service quality. Finally, this study determined whether differences existed between passengers’ views regarding the level of emphasis on service quality and their satisfaction with high-speed ferry service quality, based on their demographic characteristics. Study participants were selected from passengers in the Port of Taichung in central Taiwan and the research was conducted with self-report questionnaires. In total, 300 copies of the questionnaire were distributed and 185 valid responses were returned. The statistical methods comprised a reliability analysis, confirmatory factor analysis, descriptive statistical analysis (to understand the passengers’ perceptions), Kano two-dimensional model, importance–satisfaction analysis, independent samples t test, and one-way analysis of variance (to understand the related affecting factors). The findings revealed that for each service quality attribute, the Kano two-dimensional model could be used to categorize passengers’ perceptions regarding service quality. The 19 service quality items were divided into three categories: “attractive quality,” which had one item that was a considerably crucial quality attribute; “one-dimensional quality,” which had 13 items that were positively associated with passengers’ satisfaction with service quality (which increased when more of these items were provided); and “must-be quality,” which had five items that were taken for granted but necessary. According to the results of the importance–satisfaction analysis, the 19 service quality attributes could be alternatively categorized as “keep up the good work” (seven items), “concentrate here” (six items), “possible overkill” (two items), and “low priority” (four components). Age, occupation, and reason for traveling on the ferries all had varying effects on passengers’ perceptions regarding the level of emphasis on and satisfaction with service quality. These findings can serve as a reference for high-speed ferry operators or related agencies, as well as for future researchers. Keywords: Passenger high-speed ship, Service quality, Customer Satisfaction, Kano's two-dimensional quality model