以Kano與Refined Kano 模式探討建材批發業之顧客服務策略

Using Kano and Refined Kano Model to Investigate Customer Service Strategy of Building Material Wholesale Industry

謝峰境(Feng-Jing Shie)

指導教授 ： 黃勇富

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

在台灣，建材批發業是傳統產業，業者與顧客之間大多還在單純買賣交易的關係，現在顧客導向觀念興起，建材批發業也逐漸朝此方向發展，了解顧客服務需求與滿意變成這個產業轉型首先要做的事情，了解顧客對於業者看法，加強服務或是改善，增加與同業的差異化，提高服務的效率與增加競爭力。
本研究利用Kano與Refined Kano模式、I-S模式以及改善係數，透過問卷調查方式得到了以下結論:
透過Kano與Refined Kano模式歸類後，業者可以專注在「配合顧客做產品的維修」、「緊急訂貨與送貨的配合度」與「配合你所指定的送貨地點」等三項高魅力品質要素上，擬定顧客服務策略產生差異化吸引顧客，在I-S模式中被歸類在有待改善區的「出貨延誤時的處理」、「處理顧客抱怨的速度」與「配合顧客做產品的維修」等三項要素，代表了顧客對於這三項要素的服務是不滿意的，而這三項要素在改善係數排名的前十名之中，是業者亟需要改善的地方。
利用Kano、Refined Kano模式、I-S模式、改善係數，讓業者了解顧客對於所提供服務的看法，進行維持或改善，並從中去擬定顧客的服務策略，保持在該產業中的競爭力，不被淘汰。
關鍵字：建材批發業、Kano模式、Refined Kano模式、重要度-滿意度模式、改善係數

關鍵字

改善係數 ； 重要度-滿意度模式 ； Refined Kano 模式 ； 建材批發業 ； Kano 模式

並列摘要

In Taiwan, the building materials wholesale industry is the traditional industry.It is also in the pure business transaction relations between the entrepreneur and the customer mostly, now the concept of the customer guides to emerge, the building materials wholesale industry also gradually faces this direction to develop, understood that the customer service demand and satisfaction turn the matter which this industrial reforming first needs to do, understood that the customer regarding the entrepreneur view, strengthens the service or the improvement, increases the variation between with same business''s, to enhances the service efficiency with to increase the competitive power.
The research uses Kano and Refined Kano Model, I-S Model and Improvement index to obtained the following conclusion by the way of questionnaire survey : After using Kano and Refined Kano Model classification, the entrepreneur may concentrate on “to operate in coordination of the product to maintain”, “the emergency order with to deliver goods the degree of coordinate” and “coordinates you to assign the place”, three high attractive quality factor, draws up the customer service strategy to produce the variation attraction customer, in the I-S Model, to classified in the improving area is “to produce goods delay processing”, “to process the speed which the customer complained” and “to operate in coordination of the product to maintain” it is meaning the customer regarding these three factors service is unsatisfied, but in Improvement Index these three factors place''s in first to tenth, which the entrepreneur needs to improve.
Using Kano, Refined Kano Model, I-S Model, Improvement Index, let the entrepreneur understand that the customer regarding the view of the service providing, carries on the maintenance or the improvement, and draws up customer''s service strategy, maintains the competitive power in this industry, is not eliminated.
Keywords: Building Material Wholesale Industry、Kano Model、Refined Kano Model、Importance-Satisfaction Model、Improvement index

並列關鍵字

Importance-Satisfaction Model ； Improvement index ； Refined Kano Model ； Kano Model ； Building Material Wholesale Industry

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