以Kano模式探討量販店服務品質屬性

Appling Kano's Model to Explore Service Quality Attributes in Hypermarkets

鄭錳新(Man-Shin Cheng) ； 林錦珍(Chin-Chen Lin)

《顧客滿意學刊》 7卷2期 (2011/09) Pp. 223-257

https://doi.org/10.30066/JCS.201109.0004

摘要

建立顧客滿意度與顧客忠誠度，是企業競爭取勝的關鍵。量販店如何在激烈競爭的零售業態中，取得利潤與顧客滿意間之平衡，遂成爲其刻不容緩的議題。二維品質模式是探索顧客需求最具代表性的方法，故本研究企圖整合Kano二維品質模式與I-S Model，探討量販店顧客對服務品質屬性的看法，並建立相關改善指標。透過便利抽樣後的問卷分析，歸納出魅力品質7項，一維品質15項，當然品質3項，無差異品質1項。I-S Model分析結果爲：4項要素在優越區域，11項要素在有待改善區域，5項要素在過剩區域，5項要素在不必費心區域，1項要素介於優越與有待改善區域的分界點。本研究同時以卡方適合度檢定對量販店主要及次要品質進行分析，結果發現有8項主、次要品質比例差距值極接近的要素未達顯著水準，顯示以「最多數」的方式來界定主要品質仍存有部份分界的模糊地帶。

關鍵字

Kano二維品質模式 ； 重要度－滿意度模式 ； 服務品質 ； 顧客滿意 ； 量販店

並列摘要

Building customer satisfaction and loyalty are successful factors of competition for company. It is important for hypermarket to obtain the balance between profits and customer satisfaction in the competitive environment. As the most representative method to explore the characteristics of customer demands, Kano's Two-dimensional Quality Model was applied by the research and combined with the I-S Model. With such combination, the purpose of the study was to investigate customers' opinions about service quality attributes and find out the key service quality so as to establish improvement indicators. After the analysis of the questionnaires that were selected by convenience sampling, seven of the main quality attributes were classified as attractive quality, fifteen as one-dimensional quality, three as must-be quality and one as indifferent quality. Based on the I-S Model, four quality elements were classified in the Excellent Area, eleven in the To Be Improved Area, five in the Surplus Area, five in the Care-free Area and one element was classified between the Excellent Area and To Be Improved Area. The study also applied the goodness of fit test to analyze the main and sub-quality of the hypermarkets and discovered that there were eight main and sub-quality elements that were close in proportion difference did not reach the standard, which explained that determining main quality elements by the ”majority formula” might still result in ambiguity.

並列關鍵字

Kano's Model ； I-S Model ； Service Quality ； Customer Satisfaction ； Hypermarket

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