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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Expert Systems with Applications, Volume 39, Issue 5, April 2012, Pages 5418–5425
Condominium management (CM) businesses rely on continuous improvements to service quality (SQ) to increase consumer satisfaction (CS) and thereby improve operations. Lacking knowledge of SQ and CS results in poor efficiency. To develop cost-effective strategies for improvements, the relationship between SQ and CS must be investigated. This work proposes novel procedures to explore the relationship between identified SQ attributes and CS in the CM business. First, we conduct exploratory factor analysis to cluster intrinsically similar attributes into three constructs and identify significant attributes for subsequent assessment. Furthermore, resident satisfaction scores (RSSs) are computed to assess the relative importance rate (RIR) of investigated attributes by applying an adapted multivariate method to regress the RSSs on the performance of SQ attributes. To facilitate the decision-making process, the service-quality model evolved from the integration of an improved Kano’s approach and importance–performance analysis (IPA) is utilized to develop a prioritized strategy for satisfaction improvements in the CM business.
The numerous high-rise residential buildings and multi-house communities in urban and metropolitan areas have strained condominium management (CM) services. Contracting professionals in the building maintenance, management, and services delivery business is the most efficient and effective solution for managerial decisions related to residential community issues such as community safety, community interactions and co-owned community assets. The CM business thereby gains excellent prospects for future generations with numerous business opportunities in highly developed cities. The capital requirements for market entry are low for CM businesses, as most services do not require highly specialized skills or advanced equipment to achieve an acceptable level of service quality; this has resulted in a highly competitive CM industry. This competitiveness and lack of a reliable system for measuring service quality have forced CM companies to pursue low-price strategies to increase market share. Although some interviewed chief executive officers of CM companies address a significant need to improve service quality (SQ) to gain competitiveness, attempting to enhance SQ without knowledge of SQ and consumer satisfaction (CS) measurements is inefficient or frequently employed strategies that are then quickly abandoned. The current greatest challenge facing CM services in terms of improving service quality is a lack of information regarding SQ measurements, leading to insufficient comprehension of which services need to be set as first priority so as to increase resident satisfaction. Service quality is a significant antecedent of CS, and strongly influences profitability, productivity, market share, return on investment, and cost reduction (Anderson and Fornell, 2000, Fornell et al., 1996, Lin, 2007, Oliver, 1997, Olsen, 2002, Park et al., 2006 and Wen et al., 2005). That is, improved SQ can increase, CS reduce the number of customer complaints and enhance customer loyalty. Continuously improving SQ is very important, especially for attributes affecting CS in strengthening the loyalty to CM businesses, as well as enhancing operations competency. Prior to SQ improvements, decision-makers must determine the empirical relationships between SQ and CS, and their measurements. Empirical research demonstrated that CS is a function of both expectations related to certain service attributes and the assessment of attribute performance (Deng and Pei, 2009, Hawes and Rao, 1985, Martilla and James, 1977, Matzler et al., 2004 and Tao et al., 2009). Both relationships between SQ and CS or customer expectations provide information relevant to enhancing CS; however, these are complex relationships in the marketing field and require detailed analyses. To implement SQ measurements to improve CM businesses, the structural relationships between SQ attributes and CS are investigated in this study. Importance–performance analysis (IPA) is a conventional means of evaluating or identifying service operations and attributes important to CS and perceived performance ratings (Deng, 2008, Martilla and James, 1977, Shieh and Wu, 2009 and Wu et al., 2009). Notably, IPA provides insight into which service attributes a firm should focus on and can identify problems such as inefficient resource utilization. However, in conventional IPA studies and applications, respondents were typically asked to evaluate the importance of investigated attributes without consideration of interactive effects with other attributes. In some cases, multiple regression analysis (MRA) was employed to evaluate the importance of SQ predictor variables (PVs) to a CS criterion variable with an unrealistic assumption of independence. Neglecting the multicollinearity of multiple PVs can generate incorrect effects on the criterion variable. Additionally, when importance rates were evaluated without the clear defined purpose for improving CS, conventional IPA may not be an effective tool to develop management strategies (Oh, 2001). This work presents novel procedures combining multiple methods, including factor analysis, the multivariate statistical technique, and IPA (Bacon, 2003, Martilla and James, 1977 and Wu et al., 2009), and then applies the service quality model adapted from Kano (Kano et al., 1984, Lin, 2007 and Yang et al., 2011) to effectively deploy service quality strategies so as to continuously improve resident satisfaction with CM services. First, SQ attributes were identified on the basis of theoretical support and literature findings, and then narrowed down to a manageable size utilizing factor analysis. The relative importance rates of retained SQ attributes were explored using a multivariate statistical technique to investigate the contributions of interested attributes to total variance in the predicted resident satisfaction score (RSS). Then, IPA was employed to assess the relationship between relative importance rates and the performance of SQ attributes. Based on the theory of Kano’s model, reliable, effective and efficient management strategies can be deployed to enhance resident satisfaction. The rest of this paper is organized as follows. Section 2 reviews literature and methods used to measure and investigate SQ and CS and to implement the importance–performance analysis (IPA) as the caution that must be employed when SQ and CS is measured and IPA is adopted. Section 3 then outlines the research methodology utilized for analyses. Next, Section 4 describes the profile of survey data and exploratory factor analysis (EFA), including empirical results of extracted SQ constructs and associated attributes. Section 5 presents an empirical assessment of the relative importance rates using IPA and Kano’s model. Conclusions are finally drawn in Section 6, along with managerial implications and recommendations for CM services.
نتیجه گیری انگلیسی
Service quality and consumer satisfaction have become popular issues and topics for most service sectors in recent decades. Most investigations of these two issues have concentrated on service quality constructs and the effects of constructs on consumer satisfaction. However, the analytical results obtained by these investigations are difficult to apply to improve service quality and further enhance the level of consumer satisfaction due to a lack of a direct relationship between service equality attributes and consumer satisfaction. Although IPA is a powerful tool in developing strategies to improve service quality and consumer satisfaction, most attempts did not expend much effort in dealing with the unrealistic assumption of service quality attributes dependent on consumer satisfaction and impractical IPA results. This study employed a novel approach that used EFA, an improved multivariate regression model, IPA and Kano’s model to investigate effectively and efficiently the quantitative impacts of service quality attributes on improvements to resident satisfaction. When a set of service quality attributes was evaluated for their effects on improvements to consumer satisfaction via the proposed approach, ineffective or redundant allocation of resources to improve resident satisfaction can be avoided in the CM industry.