以Kano二維品質模式應用於線上購物服務品質之研究

The Application of Kano Model in the Study of e-Service Quality

王文良(Wen-Liang Wang) ； 呂東壕(Tung-Hao Lu) ； 黃貞芬(Chen-Fen Huang) ； 劉安琪(An-Chi Liu)

《Journal of Information Technology and Applications(資訊科技與應用期刊)》 1卷1期 (2006/05) Pp. 37-45

https://doi.org/10.6302/JITA.200605_1(1).0006

摘要

根據資策會調查，台灣線上購物的市場在2004年已達347.2億元，並以28.7%的年複合成長率繼續成長。由於上網人數及線上交易次數不斷地增加，使得未來的電子商務產業充滿著無限的商機。面對購物模式的改變，網路零售業者應思考如何吸引顧客進入購物網站進行交易以獲取利潤，並且不斷增加顧客的再訪率及瀏覽率。然而對於顧客而言，單單以低價策略並不能滿足其多樣化的需求，追根究底還是需要良好的服務品質才能達成上述目標。本研究係採用Zeithaml，Parasuraman & Malhotra三位學者所提出之線上服務品質衡量模式（e-SERVQUAL）為問卷題項基礎，並參考相關文獻後，發展初步問卷題項進行前測。經由信效度及因素分析檢測後，刪除部分不具鑑別力之題項。再根據Kano品質模式設計第二份問卷進行發放，最後依據Kano模式將線上服務品質做進一步的分類，計算整體服務滿意度。有別於過去相關研究多是以統計方法進行後續之分析，本研究能更清楚的了解應改善之品質要素，以提昇較高的顧客滿意度及消除顧客的不滿意度，使網路業者將資源做最有效率之分配。進而改善購物網站的服務水準，也增加顧客上網購物之意願。

關鍵字

Kano品質模式 ； 線上服務品質 ； 顧客滿意度評估

並列摘要

According to Institute of Information Industry of Taiwan, the total amount for on-line shopping has reached NT. 3.47 billion dollars in 2004, and will continue growing in an expected rate of 28.7% in the following years. Since the Internet access and on-line transactions have increased dramatically, it can be expected that there will be full opportunities in the future in e-commerce. In order to adapt the change of shopping behavior, the companies with Web presences have to think about how to encourage repeat purchases and build customer loyalty. For the point of views of customers, low price would never be a satisfactory to their diversity demands, but superior service quality would.In this paper, we utilized the e-SERVQUAL model proposed by Zeithaml, Parasuraman & Malhotra as well as other related works to set up the initial questions as a pre-questionnaire. By means of the efficiency test and factor analysis, questions with difficulty in differentiation were then been deleted. And then the second questionnaire were sent out, collected, and classified based on the Kano's quality model, so that the degree of satisfaction can be obtained. It is our intention that through out this article, the companies with Web presences could have a better understanding in how to improve their e-service quality so that they will be able to retain their customers.

並列關鍵字

Kano model ； e-service quality ； customer satisfaction measurement