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Memahami Kehendak Pelanggan Perkhidmatan Bas Awam Menggunakan SERVQUAL dan Model Kano

Liong, Choong Yeun, and Zainol Mustafa, and Wan Norsiah Mohamed, and Lee, Poi Woon, (2007) Memahami Kehendak Pelanggan Perkhidmatan Bas Awam Menggunakan SERVQUAL dan Model Kano. Journal of Quality Measurement and Analysis (JQMA), 3 (1). pp. 33-45. ISSN 1823-5670

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Official URL: http://pkukmweb.ukm.my/~ppsmfst/jqma/V3_1/JQMA-3-1-04-abstractrefs.pdf

Affiliations

Universiti Kebangsaan Malaysia, Faculty of Science and Technology, School of Mathematical Sciences
Universiti Kebangsaan Malaysia, Faculty of Science and Technology, School of Mathematical Sciences
Universiti Kebangsaan Malaysia, Faculty of Science and Technology, School of Mathematical Sciences
Universiti Kebangsaan Malaysia, Faculty of Science and Technology, School of Mathematical Sciences

Abstract

Di Malaysia, bas merupakan satu daripada pengangkutan awam yang terpenting terutama dalam menghubungkan kawasan perumahan ke bandar.Untuk menggalakkan penggunaan perkhidmatan bas awam,kepuasan pelanggan dan atribut-atribut perkhidmatan bas awam yang penting perlu dikenal pasti.Makalah ini melaporkan kajian kesesuaian penggunaan SERVQUAL yang diintegrasikan dengan model Kano untuk melihat keperluan pelanggan dan seterusnya menilai kepuasan pelanggan terhadap perkhidmatan sebuah syarikat bas awam utama supaya dapat dikekalkan atribut-atribut yang kuat dan diperbaiki atribut-atribut yang lemah berdasarkan kategori Kano yang terhasil.Makalah turut membincangkan langkahlangkah ke arah pembuatan keputusan berasaskan integrasi SERVQUAL dan model Kano supaya kedua-duanya dapat saling melengkapi. Pendekatan ini bertujuan untuk membantu
pembekal perkhidmatan bukan sahaja dari segi mengukur kepuasan pelanggan, tetapi seterusnya juga memberikan panduan susunan keutamaan kepada usaha penambahbaikan dalam menguatkan atribut yang lemah, dan mempercepatkan perkembangan inovatif perkhidmatan melalui mengenalpasti atribut-atribut menarik dan menambahbaik pada masa akan datang. Sebanyak 150 borang soal selidik yang terdiri daripada soalan tentang demografi, SERVQUAL dan Kano telah diedarkan di kawasan Lembah Klang,dan sebanyak 133 borang yang dilengkapkan telah dianalisis menggunakan SPSS dan pengelasan Kano. Analisis mengikut jantina dan etnik turut dilakukan. Seterusnya keputusan analisis dibentangkan dan beberapa langkah penambahbaikan dicadangkan berdasarkan analisis tersebut.

[In Malaysia, bus is one of the most important public transport especially in linking housing areas to cities. Customer satisfaction and important attributes of public bus service have to be identified in order to encourage its usage. This paper reports on the integrated approach of SERVQUAL and Kano model to categorise a major public bus service attributes and their customer satisfaction in order to maintain the strong attributes and to improve on the weak ones based on the resulted Kano categories. This paper also discusses the steps towards decision making based on the integration of SERVQUAL and the Kano’s model so that they complement each other. Such approach aims to help the service provider to not only be able to measure their customer satisfaction, but also to prioritise improvement efforts in order to strengthen the weak attributes, and to expedite the development of innovative services through the identification of attractive attributes and to improve on them in the future. A total of 150 sets of questionnaire, which consist of demography, SERVQUAL and Kano’s parts, have been administered in the Klang Valley, and a total of 133 sets of that have been filled up completely and were analysed using SPSS and Kano’s classification. Analyses by gender and ethnic have also been done. Finally results of the analyses and a number of suggestions for improvement based on the findings are given.]

Item Type:Journal
Keywords:kepuasan; pengangkutan awam; integrasi; Kano; SERVQUAL [satisfaction; public transport; integration; Kano; SERVQUAL]
Subjects:Q Science, Computer Science
ID Code:9986

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