以Kano二維模式探討用路人對國道高速公路服務區服務創新措施之偏好研究

A STUDY ON KANO MODEL IN CUSTOMER INNOVATION NEED ANALYSIS OF HIGHWAY SERVICE AREA

白志宏(Chih-Hung Pai) ； 徐達光(Ta-Kuang Hsu) ； 宋源豪(Yuan-Hao Sung)

《南亞學報》 36期 (2016/12) Pp. 446-473

摘要

服務設施的偏好以使用KANO 二維模式為研究工具，探討用路人對國道高速公路服務區服務創新措施之偏好，本研究設計了總共有51 項，可以在或已經在服務區所提供的服務創新措施，對用路人進行研究施測。研究結果中，魅力品質共得到有20 項，無差異品質則得到有29 項，一元化品質共有2 項，當然品質和反轉品質則未得到。而服務區的關鍵性服務品質指標則總共有16 項，其中有10 項在研究中被列入魅力品質、2 項被列入一元化品質、而有4 項列入無差異品質。研究結果歸納出的用路人偏好，可供服務區經營業者在提供服務措施前做參考依據。

關鍵字

KANO 二維模式 ； 國道高速公路 ； 服務區 ； 用路人

並列摘要

To analyze road users' preferences for novel service facilities in highway service areas, this study designed 51 service facilities that can or have been installed at highway service areas and employed the Kano two-dimensional quality model as the research instrument. The research findings showed that of the 51 service facilities, 20, 29, and 2 of them were rated as possessing attractive, indifferent, and one-dimensional qualities, respectively; none of them were rated as must-be or reverse quality. A total of 16 key service quality indicators for service areas were identified, with 10, 2, and 4 of them being rated as exhibiting attractive, one-dimensional, and indifferent qualities, respectively. The preferences of road users identified from this study can serve as a reference for service area operators when providing services.

並列關鍵字

KANO model ； the national highways ； service areas ； customers