以Kano二維模式探討台灣機場服務創新之服務品質偏好研究

A Study of Using Kano Two-Dimensional Model on The Innovation Service Quality of Taiwan's Airports

徐達光(Ta-Kuang Hsu) ； 洪千翔(Chien-Hsiang Hung)

《輔仁民生學誌》 22卷2期 (2016/12) Pp. 1-21

摘要

機場是旅客最先抵達的地方，是一個國家的門面，機場的服務的好壞，會影響旅客對於一個國家的印象。本研究機場旅客為研究對象，探討旅客對於台灣機場創新服務的需求偏好。本研究問卷為研究者整理並修改文獻之量表，再經由專家訪談後編製而成，採取便利抽樣方式進行問卷調查，受測對象為近兩年內有到過機場的旅客。共計發出380份問卷，回收362份有效問卷，有效問卷回收率為95%。本研究採用Kano二維品質模式，將旅客對於機場服務的偏好分成魅力品質、一元品質、二元品質、當然品質及反轉品質，研究結果顯示，旅客對於多元創新服務與旅遊規劃服務的喜愛程度較高，其魅力品質占多數，但對於綠色機場與共創價值的文化服務則是無差異品質居多。本研究期望將研究分析結果提供給台灣機場，作為未來在經營管理及後續研究之參考與建議。

關鍵字

台灣機場 ； 服務創新 ； Kano二維品質 ； 服務偏好

並列摘要

The airport is the first place for visitors who arrive. This is also a façade of the country. The quality of the airport service affects the country's image for the passenger. The subject for this study was airport visitors who had been to the airport in last two years. The aim of this study was to explore the needs of innovative service preferences to Taiwan Airport. The questionnaire was modified by the previous scales from the literature review, and evaluated by expert validity interviews. A convenient sampling survey was used for data collection. The total of 380 questionnaires was 362 valid questionnaires, and the effective response rate was 95%. Data was analyzed by Noriaki Kano Model for airport services for passengers preferences into the charm, one-dimensional, two-dimensional, must-be and reversal of qualities. The findings showed that passenger service innovation for pluralism and tourism planning services in relation to the high quality of favorite and the majority of its charm. However, there is no significant difference in the variables of green airport and multi-cultural services. This study was expected to provide the results to Taiwan airport which could be a reference for the future administration and management and follow-up research.

並列關鍵字

Taiwan's airports ； service innovation ； attributes ； Kano two-dimensional model