以Kano模式與重要度績效分析探討亞洲主要貨櫃港口之服務品質

Applying Kano's Model and Importance-performance Analysis to Explore the Service Quality of Major Container Ports in Asia

過去已有許多研究透過數量方法來衡量港口績效，儘管部分研究有探討港口的服務品質，但是針對海運業貨櫃運輸港口的品質屬性分類進行分析者卻相當少，亦沒有研究應用或整合Kano二維品質模式與重要度績效分析來衡量港口的服務品質。因此，本研究之目的在從貨櫃航商的角度來分類貨櫃港口的服務品質屬性，並整合Kano二維品質模式與重要度績效分析來評估亞洲主要貨櫃港口的服務品質。本研究透過問卷調查方式收集相關資料，並針對亞洲主要貨櫃港口之貨櫃航商進行問卷發放與回收，包括新加坡、上海、香港、釜山以及高雄等港口。結果顯示，港口服務的品質屬性中，有16項為一維品質，但有兩項為必須品質、一項為無差異品質。此外，本研究發展滿意度貢獻指標與改善效果指標，以探討各港口服務品質之表現，並針對各個港口提出屬性改善之分析。最後，本研究針對管理意涵進行討論，並提出後續研究之建議。

A number of port studies have contributed to measuring port performance through quantitative approaches. Although there have been some studies examining port service quality, studies on quality attributes of container carriers in the shipping industry are rather rare. Moreover, none of them have applied and combined Kano's model and importance-performance analysis to evaluate port service quality. This paper aims to classify service quality attributes in the container port sector from the perspective of container shipping lines. This study also integrated Kano's model and importance-performance analysis in order to explore service quality of major container ports in Asia. The data were collected via questionnaire survey on container shipping lines serving major container ports in Asia, including Singapore, Shanghai, Hong Kong, Busan, and Kaohsiung. The research results confirmed that there are sixteen service quality attributes belonging to one-dimensional quality, two attributes belonging to must-be quality, and one attribute belonging to indifferent quality. On the other hand, the satisfaction contribution index and improvement effort index were developed to explore the performance of service quality and analyze the improvement strategies of these five ports. Finally, this paper offers some discussions on managerial implications and suggestions for future research.