부산대학교 도서관

Many studies found that enterprises can increase customer satisfaction, repurchase intentions and profits by improving service quality. However, many case studies showed that enterprises fall into financial crisis from investing too many resources in improving service quality. Because service quality have multi-attributions and intangible characteristic, little studies have discuss the relationship between service quality improvement and profitable capability. Furthermore, it also makes managers hardly to estimate the benefit from improving service quality. First, in order to solve the multi-attributions problem, this study used Importance-performance analysis to find out prior service quality improvement items: a satisfaction drive factor and a delighted drive factor. And managers drafted the improvable programs for each factors. Secondly, this study applied Return on Quality Model to estimate the profitability of each programs. Finally, we evaluated the effectiveness of each programs by comparing the satisfaction, before and after the service quality items are improved. This study took A coach company as a case, and investigated the passenger satisfaction data, and improving programs information simultaneously. According to the results, the satisfaction drive factor is ”waits station facility and decoration of the space and designs,” and the delighted drive factor is ”the personal video-information amusement system in the car.” Both the two programs can increase passenger satisfaction. However, the return on service quality analysis suggested that only improving the delighted drive factor is profitable.