DEVELOPING A PERFORMANCE IMPORTANCE MATRIX FOR A PUBLIC SECTOR BUS TRANSPORT COMPANY: A CASE STUDY

This paper presents a study of comparison of the importance attached by the service providers’ and the customers’ with respect to eighteen service characteristics towards the public transportation services provided by a bus company. The survey was conducted in three bus depots in one division of a state road transport undertaking (SRTU) in south India. The importance the SRTU and the customers attach to these characteristics indicates significant differences. This reveals the existence of a gap between customers’ expectations and the service provided by the company. Finally the customer retention and customer development criteria have been. identified.Performance importance matrix, Customer expectations, Public bus transport, Radar chart.

시민 중심의 스마트시티 이니셔티브에 대한 시민의 만족도와 참여의향 분석

학위논문(석사) -- 서울대학교대학원 : 공과대학 협동과정 기술경영·경제·정책전공, 2021.8. 황준석.Frequently said for being too focused on the technological part, smart city approach implementation has shifted its objectives to put the citizens as the center of smart city’s developments. The so-called citizen-centric smart city approach has two main characteristics, namely “for the citizens,” which should meet the need of the citizens, and “with the citizens,” which encourages the citizens to participate. However, previous studies showed that the current implementation of a smart city is often not in line with the actual need of the citizens. In addition, most prior studies only focus on the benefits of smart city initiatives and factors that affect the citizens to use the smart city initiatives. At the same time, only a few studies addressed the citizen’s perspective of smart city initiatives and the relation to their intention to participate. Therefore, this study examines the citizens’ satisfaction and analyzes its relationship with their participation intention toward citizen-centric smart city initiatives to fill in those gaps. The data was collected through online questionnaires at the beginning of May 2021 with the target respondent of people living in Jakarta city. 187 data had been received from the survey. There were 9 data removed from the dataset during data cleansing and preparation due to the unengaged data with the same value for all of the questions. Finally, a total of 178 valid data had been used in the analysis. In the first part of the analysis, this study used the Importance and Performance Analysis (IPA) and Customer Satisfaction Index (CSI) to determine the level of citizen’s satisfaction with the existing smart city initiatives in Jakarta. In the second part, this study implemented the Partial Least Square Structural Equation Modeling (PLS-SEM) to examine the relationship among predictors of the citizen’s intention to participate in the smart city initiatives using Behavioral Reasoning Theory (BRT). The moderation effect of citizens’ awareness had been discussed in the third analysis. The result showed that the citizens’ level of satisfaction is low satisfactory with 58.19%. In addition, the IPA analysis explained the perception of citizens toward each of the existing smart city initiatives and provided detailed findings for improvement and prioritization purposes. The PLS-SEM analysis resulted that “satisfaction” strongly influences the “reason for” and “participation intention” through global motives “attitude”. On the other hand, there is not enough evidence in this study that explained the relationship between “reason against” toward “satisfaction”, “attitude”, and “participation intention”. Lastly, the moderation analysis concluded that citizens’ “awareness” strongly moderates the “attitudes” toward “participation intention” positively and the “reason for” toward “participation intention” negatively. On the other hand, citizens’ awareness does not have any moderating effect on the “reason against” toward “participation intention”. Other findings, study implications, and limitations are also discussed in this study.흔히 기술 부분에 너무 치중했다는 이유로 스마트시티 접근방식은 시민을 스마트시티 발전의 중심으로 목표를 전환했다. 이른바 시민중심 스마트시티 접근법은 시민들의 요구에 부응해야 하는 '시민을 위한'과 시민들의 참여를 유도하는 '시민과 함께'라는 두 가지 특성을 가지고 있다. 하지만, 이전의 연구들은 현재의 스마트 시티의 구현이 시민들의 실제 필요성과 맞지 않는 경우가 많다는 것을 보여주었다. 또한, 대부분의 선행 연구는 스마트 시티 이니셔티브의 이점과 스마트 시티 이니셔티브를 사용하는 시민에게 영향을 미치는 요소에만 초점을 맞추고 있다. 동시에 스마트시티 이니셔티브에 대한 시민들의 시각과 참여의향과의 관계를 다룬 연구도 일부에 불과했다. 이에 본 연구는 시민들의 만족도를 살펴보고 시민 중심의 스마트시티 이니셔티브에 대한 참여 의도와 그 간극을 해소하기 위한 관계를 분석한다. 자료는 2021년 5월 초 자카르타에 거주하는 사람들의 대상 응답자와 함께 온라인 설문지를 통해 수집되었으며, 조사 결과 187개의 데이터가 접수되었다. 데이터 정리 및 준비 중에 데이터셋에서 제거된 데이터는 9개였으며. 마지막으로, 총 178개의 유효한 데이터가 분석에 사용되었습니다. 분석 첫 부분에서는 중요도 및 성과분석(IPA)과 고객만족지수(CSI)를 활용하여 자카르타의 기존 스마트시티 이니셔티브에 대한 시민들의 만족도를 파악하였다. 두 번째 파트에서는 행동추리이론(BRT)을 이용한 스마트시티 이니셔티브 참여의향 예측 변수들 간의 관계를 조사하기 위해 부분 최소제곱구조 방정식 모델링(PLS-SEM)을 구현했다. 세 번째 분석에서는 시민들의 인식의 온건 효과가 논의되었습니다. 그 결과 시민들의 만족도가 58.19%로 낮은 것으로 나타났다. 이와 함께 IPA 분석에서는 기존 스마트시티 이니셔티브 각각에 대한 시민들의 인식을 설명하고 개선과 우선순위를 위한 세부 조사 결과를 제공했다. PLS-SEM 분석은 '만족'이 글로벌 동기 '태도'를 통해 '의도'와 '참여의도'에 강하게 영향을 미친다는 결과를 낳았다. 반면, 본 연구에서는 '만족', '태도', '참여의도'에 대한 '반대의 이유'의 관계를 설명한 증거가 충분하지 않다. 마지막으로, 시민들의 '인식'이 '참여의도'에 대한 '태도'와 '참여의도'에 대한 '사유'를 부정적으로 강하게 완화시킨다는 결론이 나왔다. 반면, 시민들의 인식은 '참여의향'을 향한 '반대 이유'에 대해 어떤 온건한 영향도 미치지 못한다. 다른 발견, 연구 영향 및 한계도 이 연구에서 논의됩니다.Chapter 1. Introduction 1 1.1 Background and Motivation 1 1.2 Research Problems and Gaps 2 1.3 Research Objectives 3 1.4 Research Questions 4 1.5 Research Benefits 4 1.6 Research Originality 5 1.7 Research Context 5 1.8 Research Outlines 5 Chapter 2. Literature Review 6 2.1 Citizen-centric Smart City Approach 6 2.2 Smart City Initiatives in Jakarta 7 2.3 Measuring the Citizens’ Satisfaction 9 2.3.1 Customer Satisfaction Index (CSI) 9 2.3.2 Importance and Performance Analysis (IPA) Method 11 2.4 Theories to Understand Citizens’ Participation Behavior 13 2.5 Behavioral Reasoning Theory (BRT) 14 Chapter 3. Research Methodology 19 3.1 Research Design 19 3.2 Research Hypotheses and Model 19 3.2.1 Attitude and Participation 20 3.2.2 Reason, Attitude, and Participation 21 3.2.3 Satisfaction, Reason, and Attitude 22 3.2.4 “Reasons” Constructs Extraction 23 3.2.5 Citizens’ Awareness as Moderating Variable 24 3.3 Questionnaire Design 29 3.4 Data Collection 29 3.5 Analysis Method 30 Chapter 4. Results and Analysis 31 4.1 Introduction 31 4.2 Data Sample 31 4.3 Demographic Profiles 32 4.4 Assessment of Citizens’ Satisfaction Measurement 33 4.5 Assessment of Measurement Model 36 4.5.1 Common Method Bias 36 4.5.2 Indicator Reliability, Consistency, and Convergent Validity 37 4.5.3 Discriminant Validity 39 4.5.4 Model Fit Criteria 40 4.5.5 Second-order Construct Measurement 41 4.6 Analysis 42 4.6.1 Citizens’ Satisfaction Analysis 42 4.6.2 Structural Equation Modelling (PLS-SEM) Analysis 46 4.7 Discussion 51 4.7.1 Answer to Research Questions 52 4.7.2 Data Privacy and Security as the Biggest Challenge 55 Chapter 5. Conclusion 56 5.1 Conclusion 56 5.2 Theoretical Implications 59 5.3 Policy Suggestions 59 5.4 Limitation and Future Research 60 Bibliography 61 Abbreviation 73 Appendix A – Behavioral Reasoning Theory (BRT) Measurement 74 Appendix B – Survey Instrument 75 Appendix C – PLS-SEM Analysis with SmartPLS 82 Abstract (Korean) 86석