Importance and Performance Analysis of ICT Service Qualities Using Revised IPA Approach: A Case Study of Faculty of Engineering, Mahidol University During The COVID-19 Pandemic
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Abstract
During the Coronavirus disease (COVID-19) pandemic, most organizations need to adapt their ICT services to accommodate such abnormal situation. Therefore, understanding the importance and performance of ICT service quality from the perspective of users is very crucial for organizations to improve service quality in accordance with the needs of users. The purpose of this research is to analyze the importance and performance of the ICT service quality during COVID-19 pandemic based on the “SERVQUAL Model” framework. This study conducts survey research using purposive sampling from 133 employees (lecturer, support staff) of Faculty of Engineering, Mahidol university as a case study. Data gathered from questionnaires survey analyzed the importance and performance of ICT service quality using “Revised Importance-Performance Analysis” (Revised IPA) approach. The research results can be summarized as follows. Fifteen characteristics of ICT service quality are identified based on "SERVQUAL Model". The top three most important service quality from customers’ point of view are "quick service response", "service politeness”, and “service willingness”, respectively. Revised IPA technique is deployed to divide the service characteristics into four groups. The first group, “Keep up the good work”, consists of six service characteristics including (1) knowledge and skills to solve problems, (2) quick service response, (3) service willingness, (4) convenience in requesting service, (5) trust in service, and (6) service politeness. The second group, “Concentrate Here”, has only one service characteristic which is “availability and quality of basic hardware”. The third group, "Low Priority", includes four service characteristics as (1) availability and quality of basic software, (2) simplify service requests, (3) clear service request procedure, and (4) helpdesk system efficiency. Finally, the fourth group, “Possible Overkill” consists of four service characteristics including (1) service accuracy, (2) on-time service, (3) service flexibility, and (4) service attentiveness. The findings from this research can be used to improve the ICT service quality during COVID-19 pandemic of the case study organization.
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