應用Kano二維品質模式和QFD品質機能展開探討線上客服之即時通訊服務品質

本研究使用Kano二維模式與品質機能展開﹙QFD﹚去探討線上客服的即時通訊服務品質。首先透過問卷調查去收集線上即時通訊顧客的資料，再應用Kano模式將各項服務品質要素歸類以瞭解顧客對它們的重視程度與滿意度；其中共發放250份問卷，有效問卷共229份，調查結果分析後發現，顧客認為線上客服之服務品質要素共有3項「魅力品質｣﹅25項「一維品質｣及4項「必需品質｣；接著再將歸類後的要素導入QFD之中做進一步分析，以得知線上客服之即時通訊需改善的服務之優先順序，使得服務設計能夠各貼近於顧客並且滿足顧客所需並提高滿意度。應用Kano二維服務品模式與QFD品質機能展開此兩種方法的目的在於藉由二維服務品質模式能夠清楚描繪出顧客對於線上客服之即時通訊所需，以填補品質機能展開不足之處。首先透過二維模式歸類結果配合品質要素分佈圖為各項服務之重要度篩選出合格的品質要素，並依據品質改善指標之消除不滿意為優先原則進行權重配分，再將問卷所調查出的各項服務品質的滿意度與歸類後之重要度導入至QFD之中進行運算。最後將品質屋內的各項數值進行排序；其中包含了兩大部分「顧客所需」與「工程技術」，分別代表著顧客對於線上客服之即時通訊的需求排名；公司在技術上需改善調整的優先順序。服務提供之廠商可藉此得知線上客服之即時通訊服務品質所需改善之方針。

關鍵字

Kano二維品質；品質機能展開；線上客服之即時通訊；服務品質

並列摘要

This study focus on the Kano two-dimensional model and quality function deployment (QFD) to investigate the quality of online instant messaging in online customer service. Firstly, by using questionnaire survey to collect the information of instant messaging, and then classify the various elements of service quality through Kano’s model to understand the degree of importance and the satisfaction of customers. Moreover, this study issued a total of 250 questionnaires and the valid questionnaires were 229. After analyzing the results of the survey, the outcome point out that priority of service quality of instant messaging in online customer service approved by customers include 3 "Attractive quality", 25 " One-dimensional quality", and 4 "Must-be quality". Secondly, putting the classified attributes into QFD for further analysis in order to know the orders of instant messaging in online service quality. So that firms can improve service design and satisfaction of customers at the same time The aim for applying the Kano’s model and QFD is because the Kano model can clearly describe the customer needs for instant messaging in online customer service to fill the deficiency in quality function deployment. First, through two-dimensional model to classify the attributes of service, and then combining with elements distribution to screen the qualified quality attributes of each service. Based on the satisfaction increment index which is taken as the priority to conduct the weight assignment, then the service quality satisfaction surveyed by questionnaire and the classified importance are put into QFD to execute operation. Finally, this study rank the quantitative value of the quality. It includes two major parts: "customer needs" and "technology of engineering", which respectively represent the rank of customers' demand for online customer service of instant messaging, and companies can adapt these final sorting to improve the quality of instant messaging in online customer service.