整合KANO與PZB模式應用於民宿服務品質與滿意度之研究－禾田農場民宿為例

隨著大環境的激烈競爭與消費意識的抬頭，各行各業都漸漸地進行以顧客導向為主的品質策略，努力積極地追求顧客的最高滿意度。然而想要發掘顧客對服務品質的真實感受，不能僅以單一的品質衡量顧客心中的服務或商品價值。針對服務品質， Kano 提出較為創新的思維，發現顧客的消費模式已不是過去的一元化形式，而是進入二維的形式。狩野紀昭、瀨樂信彥、高橋文夫、新一在1984 年所提出之Kano 二維特性分類模型的觀念，已被廣泛應用於顧客滿意度特性分類上，其觀念主要建構在「顧客滿意度」與「服務或產品的效能」之間並非必然呈線性且對稱的關係，而是具有更多種不同的關聯性存在。有鑑於此，本研究結合 Kano 模式與 PZB 延伸模式(SERVQUAL 量表)，以禾田農場民宿為個案對象，並運用 Kano要素分類與滿意度係數來改善民宿的服務品質，在動機與目的確定之後，經過文獻探討與設計問卷等程序，開始進行問卷的正式施測，並針對問卷調查結果進行各項分析，彙整各項實證分析結果之結論，其次則對後續研究提出相關建議，並且對禾田農場民宿服務品質之管理提出歸納與建議。從研究結果可以發現，顧客對禾田農場民宿的服務品質要素歸類為，屬於一維品質的共有12個題項、屬於魅力品質的共有4個題項、屬於必須品質的共有6個題項，可看出各品質特性在 Kano 模式上有不同的品質屬性歸類，並且得出禾田農場民宿服務品質五大構面是由「一維品質」所決定。而根據kano品質改善滿意度指標四象圖，第Ⅰ象限的服務品質項目應優先加強，其中項目有「民宿能讓顧客信任及安心」、「民宿對於顧客資料有完整紀錄」、「民宿服務人員能提供民宿附近的遊憩景點及相關資訊」、「民宿能夠配合顧客的時間來提供服務」。

關鍵字

民宿；服務品質；顧客滿意度； KANO ； PZB

並列摘要

With the rise of consumption awareness and the fierce competition of the environment, all walks of life have carried out customer-oriented quality strategy, and actively strive to pursue the highest customer satisfaction. However, if we want to find out the true feelings of customers for service quality, we can not only measure the value of goods or services in customers' hearts with a single quality. Aiming at the service quality, Kano put forward a relatively innovative thinking, and found that the customer's consumption view is no longer a unified form in the past, but a two-dimensional form. The Kano Two-Dimensional feature classification model proposed by Ono Jizhao, Laile Xinyan, Takahashi Wenfu and Shinichi in 1984 has been widely used in the feature classification of customer satisfaction. Its concept is mainly constructed in the relationship between "service or product efficiency" and "customer satisfaction", which is not necessarily linear and symmetrical, but has more different relevance. In view of this, this study combines Kano model and PZB extension model (SERVQUAL scale), taking Hetian farm homestay as a case, and uses Kano factor classification and satisfaction coefficient are used to improve the service quality of homestay. After the determination of motivation and purpose, the formal measurement of the questionnaire is started through the procedures of literature discussion and design of the questionnaire, and the results of the questionnaire are analyzed, and the conclusions of the empirical analysis are summarized. Then the relevant suggestions are put forward for the follow-up study, and the homestay service of Hetian farm is also proposed Summarize and suggest the quality management. From the research results, it can be found that the service quality factors of the homestay in Hetian farm are classified into 4 items belonging to charm quality, 12 items belonging to one-dimensional quality and 6 items belonging to essential quality. It can be seen that the quality characteristics are in Kano There are different types of quality attributes in the model, and it is concluded that the five dimensions of service quality of homestay in Hetian farm are determined by "one dimension quality". According to the Kano quality improvement satisfaction index four quadrant chart, the service quality items in the first quadrant should be strengthened preferentially, among which, the items include "the accommodation can make customers trust and feel at ease", "the accommodation has a complete record of customer information", "the accommodation service personnel can provide recreation spots and relevant information near the accommodation", "the accommodation can provide services in accordance with the time of customers".