SERVICE QUALITY MODEL FOR IPTV SERVICE: IDENTIFICATION OF KEY FEATURES AND THEIR RELATIOHSHIPS

Abstract

Because of the rapid growth of the service sector, an effective and systematic methodology for quality analysis and improvement is increasingly important. An internet protocol television (IPTV) service provides various contents on demand via television and set-top box with internet line. Its global market size is rapidly growing, but there is a lack of systematic analysis about IPTV service quality. The purpose of this paper is to develop an IPTV service quality model and identify key features and their relationships. The quality function deployment (QFD) method is applied in two phases. The results of QFD application are analyzed and key features and their relationships are identified. Moreover, examples of applying the analysis to improve IPTV service quality are developed for IPTV service providers. As the analysis provided is general and applicable to other services, this paper provides insights into improving service quality, not only for ITPV service providers, but also for service providers in many kinds of industries. Significance: Since IPTV service does not have a long history, there is a lack of systematic analysis about IPTV service quality. This paper develops an IPTV service quality model and indentifies key features and their relationships. The path model and the chain effect analysis would help an IPTV service provider to better understand the mechanism of service quality formation, and then ultimately to enhance the service quality level. The model and insights from this research are applicable to other internet-based telecommunication services.