從交通渡輪到觀光交通渡輪－旗津渡輪服務品質的Kano二維品質模式應用

From Ferry to Tourist Ferry-Applying Kano Model for Service Quality of Cijin Ferry

張育維(Yu-Wei Chang) ； 莊世杰(Shih-Chieh Chuang) ； 黃千容(Chien-Jung Huang)

《島嶼觀光研究》 7卷1期 (2014/03) Pp. 1-25

摘要

自2005年高雄市成立高雄市輪船公司，旗津渡輪即開始朝向觀光服務的方向發展。從早期擔負政策運輸之責的公共服務，目前已轉換成必須自負盈虧的公共事業，除了交通運輸，同時也擔負觀光遊憩的功能。既朝向服務事業的經營，自必重新檢討服務項目及致力於服務品質的提升。本研究以Kano二維品質模式，首先確認旗津渡輪目前的服務品質屬性，並透過滿意係數的計算提出品質改善指標，以做為渡輪經營及管理上的參考。研究結果發現，旗津渡輪的品質屬性中，必要要素有4項，無差異要素有四項，其餘22項皆為一維品質。品質滿意度指標計算結果，最具效益改善指標為「船上逃生設備安全可靠」及「行駛過程中安全平衡」，可見安全性目前仍是渡輪乘客最重視的品質屬性。由於旗津渡輪目前仍以運輸功能為主，研究建議未來應增加體驗性服務，強化安全性的宣導，創造具魅力的品質屬性，重新定位渡輪的觀光價值，以強化其競爭力。

關鍵字

旗津渡輪 ； 服務品質 ； Kano二維品質 ； 從運輸到觀光

並列摘要

Since the establishment of Kaohsiung City Shipping in 2005, Cijin ferry service has begun transformed towards tourism and recreation service in addition to transportation. It had been responsible for the policy of public transportation in the early stage, but now been converted into a public utility industry which must be self-financed. Since the operation of Cijin ferry has been transformed to service oriented, it becomes necessary to review the service items and devote to service quality improvement in order to strengthen its competitiveness. This study had firstly confirmed Cijin ferry's Kano model service quality attributes. And then its satisfaction coefficient has been calculated through the proposed quality improvement indicators as a reference for the future improvement of ferry operation and management. The finding shows that there are four must-be quality elements, four indifferent quality elements and the remaining 22 one-dimensional quality elements in Cijin ferry's Kano model service quality attributes. The result of quality satisfaction index calculations shows that the most effective improvement indicators are ”safe and reliable escape equipment on board” and ”the process of moving security and balance”. It is thus evident that security is the most important quality attributes of ferry passengers. This study suggests that Cijin ferry should increase experience service and strengthen the guidance of security. Since the repositioned value of tourism experience helps to create attractive quality attributes and enhance Cijin ferry's competitiveness.

並列關鍵字

Cijin ferry ； service quality ； Kano model ； from transportation to tourism

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