直銷商對多特瑞獎酬制度滿意度與屬性類別認知之研究－Kano模式之應用

A Case Study of Direct Sellers' Cognitions for Satisfaction and Attributes of DōTERRA Reward System-Application of Kano's Model

陳君杰(June-Jye Chen) ； 陳怡菁(Yi-Ching Chen)

《直銷管理評論》 2卷1期 (2014/12) Pp. 31-60

摘要

本研究利用Kano二維品質模式設計問卷，針對多特瑞公司直銷商進行調查，以瞭解直銷商對多特瑞公司獎酬制度滿意度與獎酬制度屬性類別之認知。研究發現，多特瑞直銷商對公司之財務與非財務獎酬制度均感到滿意。而在次數排名第一之獎酬制度品質要素歸類結果中，所有獎酬制度要素皆被歸類於一維品質，無任何一項被歸類於其他品質。在次數排名第二之品質要素歸類中，有兩項被歸類於魅力品質，五項被歸類於當然品質，一項被歸類於既是魅力品質（或當然品質，因為次數相同），兩項被歸類於無差異品質，可見大部分的獎酬制度品質要素皆具有二維品質之特性。此外，直銷商在不同人口統計變數下對獎酬制度品質要素歸類的看法有顯著性的差異；本研究另計算各獎酬制度品質要素改善指標，並以改善模式區域圖表示，也提出對於多特瑞獎酬制度改善實施先後順序之建議。

關鍵字

獎酬制度 ； Kano二維品質模式

並列摘要

This study applied Kano model for questionnaires to comprehend the direct sellers' cognitions for satisfaction and attributes of dōTERRA reward system. The results show that dōTERRA direct sellers are both satisfied with financial and non-financial reward system. In the first ranking place of the classified result of reward system quality items, all of items are classified as one-dimensional quality, none of them are classified as other quality. In the second ranking place, 2 items are classified as attractive quality, 5 items are as must-be quality, 1 item is as attractive quality (or must-be quality, since the same ranking place), 2 items are as indifferent quality. It can be seen that most of them are with two dimensional quality characteristics. Furthermore, direct sellers' opinions of reward system quality items are significantly different in relation to different demographic variables. This study also shows the improvement index of various reward system quality items in a quality improvement model graph, and provides the suggestions of the priority of operating strategies for dōTERRA reward system.

並列關鍵字

Reward System ； Kano Model