在台灣,夜市是一種具代表性的本土文化,兼具消費及休閒的功能,為 民眾重要的夜間休閒場所,且根據交通部觀光局 2012 年調查顯示,來台旅 客遊覽景點排名第一為夜市;國人主要從事及最喜歡的遊憩活動中,夜市 在美食活動類別排名第二,由此可知夜市不僅深受國人喜愛,更是國外旅 客來台旅遊必經之處。 現今講求服務品質及消費環境下,夜市已不僅是單純與同業競爭,而是 要如何提高服務品質滿足來顧客需求,以利保持競爭力與優勢。首先,本 研究藉由 Kano 二維模式來了解顧客對於夜市服務品質要素的看法,進而依 照夜市服務品質的改善指標來加以排序,接著採用 TOPSIS 偏好順序評估法 來評估業者應當重視的品質要素,以利透過 TRIZ 理論發展解決方案,且將 解決方案製成問卷,藉由專家建議擬定出可行方案。 期望透過 Kano 二維品質模式與 TRIZ 理論的結合,能有助於業者了解 顧客需求,以提升夜市的服務品質。
Night markets, as a representative local culture, present the functions of consumption and leisure and provide the public with an important evening leisure site. According to the investigation of Tourism Bureau in 2012, night markets were the top touring spot for visitors to Taiwan and the second choice of the mostly engaged and favored recreational activities for Taiwanese people. Apparently, night markets are popular with Taiwan people and the must-go places for international visitors to Taiwan. When quality of service and consumer environments are stressed, night markets are not simply the competition among the same businesses, but remain the competitiveness and advantages by enhancing the quality of service to satisfy customers’ demands. Kano Two-Dimensional Model is first applied to understanding customers’ opinions about the quality of service of night markets and prioritizing the improvement indicators. Furthermore, Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) is utilized for evaluating the quality elements emphasized by the businesses so as to develop the solution through Theory of TRIZ and make such solutions into the questionnaire for the feasible program with experts’ suggestions. It is expected to assist the businesses in realizing customer demands with the integration of Kano Two-Dimensional Quality Model and Theory of TRIZ in order to promote the quality of service of night markets.