二維觀點下的量販店服務品質與顧客滿意

A Study on Service Quality and Customer Satisfaction of Hypermarkets－Kano’s Two-dimensional Perspectives

林錦珍(Chin-Chen Lin)

指導教授 ： 鄭錳新

國立虎尾科技大學/管理學院/經營管理研究所在職專班/碩士(2010年)

https://doi.org/10.6827/NFU.2010.00113

摘要

量販店向來以低價及多元化商品為其主要經營策略來滿足消費者，隨著近來零售業態競爭白熱化，這些向來被引以為傲的利基點已被視為理所當然，因此，唯有探掘出顧客心中的關鍵品質要素，提昇與創新服務，方能在汰弱存強的環境下生存。二維品質模式為顧客需求特性探索最具代表性的方法，故本研究企圖整合Kano二維品質模式與I-S Model，探討量販店顧客對服務品質屬性的看法，找出關鍵性服務品質，建立相關改善指標，做為兼顧成本與顧客心聲考量下的服務行銷策略參考。透過便利抽樣後的問卷分析，歸納出魅力品質7項，一元品質15項，當然品質3項，無差異品質1項。I-S Model分析結果為：4項品質要素在優越區域，11項品質要素在有待改善區域，5項品質要素在過剩區域，5項品質要素在不必費心區域，1項品質要素介於優越與有待改善區域的分界點。另外，消費者對一維品質與當然品質的重視程度大於整體平均值。在滿意度部份，則以當然品質與無差異品質二項屬性大於整體平均值。本研究同時以卡方適合度檢定對量販店主要及次要品質進行分析，結果發現有8項主、次要品質比例差距值極接近的要素未達顯著水準，顯示以「最多數」的方式來界定主要品質仍存有部份分界的模糊地帶。

關鍵字

服務品質 ； Kano二維品質模式 ； 重要度－滿意度模式 ； 顧客滿意 ； 量販店

並列摘要

In order to satisfy customer demands, the main business strategy that hypermarkets have chosen to adopt is to provide low-cost and diverse products. However, this critical and significant niche has been taken into granted while in recent years the competition in the retail grocery market started to be more and more intense. Therefore, only exploring key service quality in customer’s mind, upgrading and innovating service, hypermarkets can sustain in the “survival of the fittest” environment. As the most representative method to explore the characteristics of customer demands, Kano’s Two-dimensional Quality Model was applied by the research and combined with the I-S Model. With such combination, the purpose of the study was to investigate customers’ opinions about service quality attributes and find out the key service quality so as to establish improvement indicators. After the analysis of the questionnaires that were selected by convenience sampling, seven of the main quality attributes were classified as attractive quality, fifteen as one-dimensional quality, three as must-be quality and one as indifferent quality. Based on the I-S Model, four quality elements were classified in the Excellent Area, eleven in the To Be Improved Area, five in the Surplus Area, five in the Care-free Area and one element was classified between the Excellent Area and To Be Improved Area. Furthermore, the attention customers paid to the one-dimensional quality and must-be quality is beyond the overall average. In respect of satisfaction degree, the attributes of must-be quality and indifferent quality were above the average. The study also applied the goodness of fit test to analyze the main and sub-quality of the hypermarkets and discovered that there were eight main and sub-quality elements that were close in proportion difference did not reach the standard, which explained that determining main quality elements by the “majority formula” might still result in ambiguity.

並列關鍵字

Service Quality ； Kano’s Model ； I-S Model ； Customer Satisfaction ； Hypermarket

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