The study aims to explore the service quality and the customer satisfaction of the public sector. Taking Pingtung Land Office as a case study example, applying the gaps model of service quality, the PZB model (Parasuraman, Zeithaml, and Berry, 1985), and the SERVPERF scale (Cronin and Taylor, 1992, 1994), the research draws from the method of Importance Performance Analysis (IPA, Martilla and James,1977) and develops the strategies for improving service quality and customer satisfaction.
The result of the study indicates that the customer whose occupation is ¡§Housewife¡¨ or whose annual income is less than 300 thousand dollars may have lower customer perception of service quality on constructs of ¡§Reliability¡¨ and ¡§Tangibles¡¨. In addition, according to the result of the analysis of variance (ANOVA), the statistically significant regression effect proves that service quality is the antecedent of customer satisfaction (R2=57.1%). Therefore, the improvement of service quality may results, ceteris paribus, in the rise of customer satisfaction. The result of IPA also indicates that the improvement on the construct of ¡§Empathy¡¨ of service quality is the most urgent task. Finally, the study proposes suggestions as follows: the improvement of the construct of ¡§Empathy¡¨ can be achieved by providing ¡§situation simulation training¡¨, ¡§flexible office hours¡¨, and ¡§behavior incentives encouraging land office clerks to act spontaneously¡¨; the improvement of the construct of ¡§Reliability¡¨ can be achieved by encouraging ¡§Housewife¡¨ volunteering for service in the land office; the improvement of the construct of ¡§Tangibles¡¨ can be achieved by land office offering modern business equipment such as providing access to the Internet.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0726112-033835 |
| Date | 26 July 2012 |
| Creators | Yeh, Yu-Heng |
| Contributors | Chyi-Lu Jang, Ping-Cheng Li, Ching-An Pai, Jih-Hwa Wu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0726112-033835 |
| Rights | user_define, Copyright information available at source archive |
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