The Use of Importance- Performance Analysis for Evaluating Service Quality in Company A 1 Presenter: Laura Chen Advisor : Dr. Hao-Wei Yan Dr. Wan-C Chen Dec 30: 2013
Jun 25, 2015
The Use of Importance- Performance Analysis for Evaluating Service Quality in Company A
1
Presenter: Laura ChenAdvisor : Dr. Hao-Wei Yang Dr. Wan-Ching ChenDec 30: 2013
IntroductionIntroduction
Literature ReviewLiterature Review
MethodologyMethodology
Contents
2
INTRODUCTION
BackgroundBackground
PurposePurpose
Research QuestionsResearch Questions
Significance of the StudySignificance of the Study
The Statement of the Problem
3
Background
Today customers demand better service quality in
every industry. Delivering good service quality is
an important issue because it is a factor that may
be used to develop customer satisfaction and
customer loyalty.
(Mishra, 2009)
4
Background
Poor service quality may lead to negative word- of
–mouth, and affect the image of enterprises.
(Gounaris et al., 2010) 5
The Statement of the Problem
Most of the literature only focus on retail service
quality itself. This research will extend the previous
literature to a new context by comparing the
difference between customer satisfaction and
importance of retail service quality.
6
Purpose
The purpose of this study is to explore how service
quality affects customer satisfaction, and to identify
both customer importance and customer
satisfaction of food chain stores in Taiwan retail
industry.
7
Research Questions
1. To what extent does service quality influence customer satisfaction?
2. How does company A have to improve service
quality in order to satisfy its customers?
8
Significance of the Study
The results may help retailers to identify
the needs, desires and expectations of
customers. Retailers will be in a better
position to develop marketing strategies
for their target customers.
9
LITERATURE REVIEW
10
Service QualityService Quality
Service Quality ModelService Quality Model
Customer SatisfactionCustomer Satisfaction
Importance-Performance AnalysisImportance-Performance Analysis
Research GapResearch Gap
Case StudyCase Study
Service Quality
Service quality is a client judgment where
he/she
compares his/her expectations with the actual
delivery in each service dimension.
(Parasuraman et al., 1988)
11
Service Quality
Service quality could have a positive effect
on business profitability, because it may
enhance client retention, and attract new
customers.
(Zeitheml, 2000)
12
Service Quality Model
Service GapService Gap
Retailers communications
about service quality
Actual service delivered
Standard satisfying
service to be delivered
Management perceptions of
customer expectations
Customer expectations for service quality
Customer perceptions of service quality
Knowledge gapKnowledge gap Standards gapStandards gap Delivery gapDelivery gap Communication gapCommunication gap
Parasuraman, Zeithaml, and Berry (1985) developed service quality model (PZB model).
13
Retail service quality model (RSQS): Provide information on how customers perceive service quality with which they are provided (Dabholkar et al., 1996)
Service Quality ModelThe development of service quality model
14
Customer Satisfaction
• Customer satisfaction is the level of a
person’s felt state resulting from comparing
a product’s perceived performance or
outcome with his/her expectations.
(Demirci & Kara, 2013)
15
Customer Satisfaction
• Customer satisfaction plays a mediator role in
the effect of service quality on service loyalty.
• Service quality is an important gateway to
customer satisfaction.
(Caruana, 2002)
16
Importance- Performance Analysis
• Importance- Performance Analysis(IPA) is a
simple and useful tool to identify those
attributes of service that are in need of
improvement or that are candidates for
possible cost-saving without significant
detriment to overall quality.
(Martilla & James, 1977)
17
• IPA can be used to direct scarce resources to
areas where performance improvement is likely
to have the most effect on overall customer
satisfaction.
(Kitcharoen, 2004)
18
Importance- Performance Analysis
Attributes that fall in this quadrant represent key areas that need to be improved immediately.
19
Importance- Performance Analysis
Attributes that fall in this quadrant represent opportunities for gaining competitive advantages.
20
Importance- Performance Analysis
Attributes that fall in this quadrant are not important. Managers do not need to spend many resources on this low priority cell.
21
Importance- Performance Analysis
Instead of focusing on this area, managers should allocate more resources to deal with attributes that reside in Quadrant Ⅰ.
22
Importance- Performance Analysis
23
Research Gap
Researches regarding service quality in Taiwandried pork market have not received muchattention.
Customer expectations and satisfaction of dried pork service have not been widely investigated.
Case Study
24
Company A was established in 1989. It is the
largest processed meat OEM (Original
Equipment Manufacturer) company in Taiwan.
Company A’s products have gained 30%
market share with high quality and acceptable
price.
METHODOLOGY
25
Research FrameworkResearch Framework
ProcedureProcedure
InstrumentInstrument
Data AnalysisData Analysis
Research Framework
26
Conduct SERVQUAL, RSQS and Stanworth (2009) modelsConduct SERVQUAL, RSQS and Stanworth (2009) models
Compare the difference between importance and customer satisfaction in chain stores
Compare the difference between importance and customer satisfaction in chain stores
Measure the performance of chain stores’ service quality Measure the performance of chain stores’ service quality
Evaluate service quality in chain storesEvaluate service quality in chain stores
Provide retailers with suggestions and recommendations: Increase customer satisfactionImprove service performanceDevelop marketing strategies to attract customers
Provide retailers with suggestions and recommendations: Increase customer satisfactionImprove service performanceDevelop marketing strategies to attract customers
Distribution Statistics Factor Analysis Reliability Analysis Validity Analysis Paired t-test One- Way ANOVA IPA
Distribution Statistics Factor Analysis Reliability Analysis Validity Analysis Paired t-test One- Way ANOVA IPA
Procedure
27
Procedure
Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2
Deliver approximately 400 questionnaires to customers
Deliver approximately 400 questionnaires to customers
Measure the items by using a six –point Likert-type scale
Measure the items by using a six –point Likert-type scale
Develop questionnaire
Section 1 36 questionsSection 2 Personal data
Develop questionnaire
Section 1 36 questionsSection 2 Personal data
28
Instrument
SERVQUAL model
5 dimensions 22 items Developed by Parasurman et al. (1988)
RSQS Retail Service Quality model
5 dimensions 28 items Developed by Dabholkar et al. (1996) Adapted to 37 items by Stanworth (2009)
29
Six-Point Likert Scale
The appearance of the store is attractive.
It’s easy to find products in the store.
You can trust the service personnel of the stores.
The opening hours meet your need.
30
Questionnaire –section 1
我重視的服務 我實際感受到的服務 非 常 重視
重視 有點重視
有點不重視
不重視
非常不重視
問 題
非 常 滿 意
滿意 有點滿意
有點不滿意
不滿意
非常不滿意
1.店家的外觀具有吸引力
2.店家非常有禮貌的幫您解決問題。
3.店員穿著整齊。
4.在店內購物時讓您感到舒適。
5.在店內很容易找到自己想要的商品。
6.您想要購買的商品店家都有提供。
7.店家是值得信任的。
8.店家正確無誤的保存您的消費紀錄。
9.店家接受大部分的信用卡。
10.店家裝潢具有特色。
The store accepts most of the credit cards.
(Dabholkar et al., 1996; Parasuraman et al., 1985; Stanworth, 2009)
31
Questionnaire –section 1
我重視的服務 我實際感受到的服務 非 常 重視
重視 有點重視
有點不重視
不重視
非常不重視
問 題
非 常 滿 意
滿意 有點滿意
有點不滿意
不滿意
非常不滿意
26.店家網購資訊清楚易懂。
27.店員即使忙碌也會盡心為您服務。
28.店家所在位置對您而言十分方便。
29.店家會舉辦促銷活動。
30.店家的食品美味且新鮮。
31.店家的商品價格讓您覺得合理。
32.店家提供產品試吃。
33.店家能提供最新產品。
34.店家能提供多樣化產品。
35.店家重視您的消費權益。
36.店內商品新鮮有保障。
The store provides free sample.
(Dabholkar et al., 1996; Parasuraman et al., 1985; Stanworth, 2009)
32
Questionnaire –section 2
33
34
1. To what extent does service quality influence customer satisfaction?
2. How does company A have to improve
service quality in order to satisfy its customers?
Paired T-test , One-Way ANOVA
Importance-Performance Analysis
35
Descriptive Statistics
IPA Factor Analysis
One-Way ANOVA
Paired T-test
• Demographic distribution
• To simplify the scales and identify theirdimensionality
• To explore the differences between demographic variables and expectations of service quality
• To identify customer importance and satisfaction
• To explore the differences between customer importance and satisfaction
36