The Journal of The Korea Institute of Intelligent Transport Systems (한국ITS학회 논문지)

The Korea Institute of Intelligent Transport Systems (한국ITS학회)
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Improvement of Hi-Pass Users' Satisfaction Using Modified Importance Performance Analysis

M-IPA 기법을 이용한 하이패스 만족도 제고 방안

  • 최윤혁 (한국도로공사 도로교통연구원) ;
  • 고한검 (아주대학교 교통연구센터) ;
  • 윤일수 (아주대학교 교통시스템공학과) ;
  • 김동인 (한국도로공사)
  • Received : 2016.01.04
  • Accepted : 2016.02.04
  • Published : 2016.02.28
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Abstract

The electronic toll collection system(ETCS), is globally used in about 40 countries. In Korea, the Korea Expressway Corporation led the nationwide introduction of the ETC system in 2007 under the brand name of the Hi-pass. Since then, Hi-pass, with its rate of average daily use reaching about 70%, has become an essential facility in Korean expressways. To identify users' perception on Hi-pass (satisfaction, preference, etc.), this study conducted a Modified Importance-Performance Analysis (M-IPA). With this, this study attempted to identify the kind of efforts necessary to enhance current Hi-pass users' convenience and satisfaction. According to the result of M-IPA, the items including "non-stop payment" and "toll discount" are identified as key items that require further improvement. For improvement in the "non-stop payment" item, operations of Hi-pass toll booths appropriate for the demand for Hi-pass use and the selection of Hi-pass booths' locations in consideration of entry and exit lanes need to be improved. In addition, with regard to the "toll discount" item, although toll discount is currently provided to Hi-pass users, thus, PR thereof will have to be strengthened. It is expected that this study will be used as basic data to devise methods of enhancing Hi-pass usage through improvement of Hi-pass users' satisfaction.

2007년 전국적으로 개통된 하이패스(Hi-pass)의 이용률은 70%에 육박하고 있다. 본 연구에서는 현재 하이패스 이용률이 약 70%에 이르고 있는 상황에서 기존 하이패스 이용자들의 편의성과 만족도를 높일 수 있는 방안을 찾고자 수정 중요도-만족도 분석(Modified Importance-Performance Analysis, M-IPA)을 수행하였다. 서비스 분석에서 주로 사용되었던 M-IPA 기법의 경우 지역, 계층, 성별 등 다양한 유형별 특성 파악 및 각 유형별 개선 전략 수립이 가능하다는 장점을 가지고 있다. M-IPA 수행 결과 '무정차 납부'와 '통행요금 연계 할인'항목의 경우 중점 개선 항목으로 도출되었다. '무정차 납부'항목의 개선을 위하여 하이패스 이용수요에 맞는 하이패스 톨 부스의 운영 및 영업소 전후 진출입로를 고려한 하이패스 부스의 위치 선정 등의 개선이 필요한 것으로 도출되었다. 또한,'통행요금 연계 할인'의 항목의 경우 현재 하이패스 이용 시 통행요금 할인이 이루어지고 있으나, 이에 대한 인식이 부족하여 홍보가 필요한 것으로 나타났다. 본 연구를 통하여 하이패스 이용자들의 만족도를 개선시켜 하이패스 이용률을 제고시킬 수 있는 방안 도출을 위한 기초자료로 활용할 수 있을 것으로 기대된다.

Keywords

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