Applying IPA analysis and KANO model to evaluate the service quality in leisure and sports

[[abstract]]Since the surge of leisure industry, the relative service quality is also taken more seriously and the IPA analysis is the most used way to find out the strengths and weaknesses of competition, but not all questionnaires have the explicit importance information. A lengthy questionnaire could make those who were to fill the questionnaire tired. Therefore, the implicit importance is introduced to replace the explicit importance. This research uses four methods to evaluate the performance of IPA analysis based on the implicit importance, including variance, information entropy, Gini-Simpson index, and the mutual information. Comparing the consistency of the four IPA analysis methods based on the implicit importance with that of IPA analysis method based on the traditional explicit importance, the consequence shows that the highest consistency with the traditional IPA analysis in case one is IPA analysis based on information entropy with the consistency about 77.27% while the highest consistency with the traditional IPA in case two is IPA analysis based on variance with the consistency about 83.33%. In the future, we try to use implicit importance to replace traditional explicit importance to apply in different industries when the information of importance is unavailable. In addition, this study combines the traditional IPA analysis and KANO model to prioritize service quality under strengths and weaknesses, respectively. Therefore, the organization can decide which problems of service quality should be resolved first, and to enable enterprises resources be distributed perfectly. Two cases are illustrated in this study. Research results are shown as follows: (I) there are four service items under weaknesses in case one. This study ranked them as follows: Question 8>Question 18>Question 21>Question 2; There are seven service items under strengths in case one. This study ranked them as follows: Question 12>Question 23>Question 5>Question 22> Question 19>Question 11>Question 7; (II) there are six service items under weaknesses in case two. This study ranked them as follows: Question 25>Question 23>Question 13>Question 2>Question 29>Question 6; There are seven services items under strengths in case two. The research ranked them as follows: Question 10>Question 5>Question 21>Question 3>Question 7>Question 9>Question 1. Through the consequence of this study we can prioritize the service quality and provide strategies for enterprises to improve or maintain the competitive disadvantages and advantages of the enterprise