應用Kano及Refined Kano模式探討越南消費者對於電子錢包之服務品質需求

近年來全球邁入了非現金交易之進程飛速，而第三方支付，行動支付，電子錢包等已經成為電子商務活動中網上購物顧客常用的支付工具。由於外部環境劇烈變動，越南也透過電子支付工具開始推廣了非現金交易計劃。其中電子錢包擁有許多服務項目幫助使用者更方便地進行交易，適合讓越南民眾初步接受非現金交易。因此，本研究主要探討越南電子錢包服務品質，利用Kano以及Refined Kano模式將服務品質做歸類，再以重要度-滿意度模式（IS Model）將品質要素歸類並計算其改善係數，排序應優先改善的服務項目。經過實證結果發現，服務項目「電子錢包對於顧客註冊的個人資料總是顯示正大光明的使用方式」及「電子錢包擁有生活費繳費以及休閒活動購買票之服務項目」在Kano模式分別歸類至一維品質及無差異品質，而在Refined Kano模式分別歸類至重要度偏高的高附加價值品質以及潛力品質，再透過改善係數的計算，這兩項目在改善順序排名的前五名內。根據研究分析結果之後提出建議，讓業者可以在服務品質上做出對策，並讓業者節省成本而達到服務品質最優化的目標。

關鍵字

Kano模式； Refined Kano模式；重要度-滿意度模式；電子錢包；線上服務品質

並列摘要

In recent years, global non-cash transaction volumes continued to proliferate. Third-party payment, mobile payment, and e-wallet have become conventional payment methods for online shopping customers in e-commerce platforms. Since the change of external environment, Vietnam also began to promote non-cash transaction plan through e-payment systems. Especially, e-wallet has many service items to help users trade easier, suitable to help Vietnamese in the first step to accept non-cash transactions. Therefore, this present study investigates the service quality of e-wallet in Vietnam by applying the Kano and Refined Kano model to classify e-wallet’s service quality. Moreover, this study uses Importance-Satisfaction Model (IS Model) to organize the service quality factors, and measure the improvement factors, sort the service items that should be prioritized for improvement. Through the research, “E-Wallet always shows the use of personal data registered by customers” and “Service items for e-wallet with living expenses and leisure activities to purchase tickets”, such services are classify into the one-dimension quality and indifferent quality in Kano model; classify into the high value-added quality and the potential quality with high degree of importance in Refined Kano model. After calculation of Improvement Index, these two services are in line of the top 5 services improvement needed list. Based on empirical results, this study offers some suggestions for organizers to improve service quality, save costs and achieve the optimized goal of service quality.