應用Kano模式探討直銷商家家富公司服務品質要素

在競爭激烈與迅速變化的環境中，積極且有效地傳遞有品質的服務，是企業競爭生存的重要策略，如何提升顧客在服務品質與全方位的滿意度，一直是公司行銷最重要的課題。因此，唯有探討出顧客心中的關鍵品質要素，提昇與創新服務，方能在物競天擇的環境下生存。本研究整合Kano二維品質模式與重要度-滿意度模式(I-S Model)，探討家家富公司的消費者與經銷商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。研究結果發現，16項品質屬性題項中，魅力品質屬性計有11項，一維品質屬性4項，無差異品質屬性1項。I-S Model分析結果為：9項品質要素在繼續保持區，2項品質要素在加強改善區，4項品質要素在次要改善區，1項品質要素在供給過度區，1項品質要素介於加強改善與次要改善區域的分界點。另外，消費者對魅力品質重視程度大於整體平均值。本研究同時以卡方適合度檢定對家家富公司主要及次要品質進行分析。本研究之各項結論中顯示，家家富公司所提供服務內容之品質屬性歸類，將可解釋消費者對於不同服務內容之需求，具有不同之優先程度認知。因此有助於管理者在進行投入資源之優先順序決策時，作出正確有利之判斷。最後，本文將依據研究結果，對管理者提出具體建議，以期發揮正面積極的意義。

關鍵字

服務品質要素； Kano二維品質模式； I-S Model

並列摘要

To deliver the positive and effective quality services in rapidly changing environment, is the key policy to determine enterprises how to survive and against the highly competitive in rapidly changing environment. Therefore, how to improve service qualities and all-round satisfaction will be an important issue of the marketing for all enterprises. Only one way to survival of the fittest under the Natural Selection is explore out the key elements that will affected quality level of the customer’s mind. We attempt to integrate the study of Kano model and I-S Model, and explore the perception of the consumer and the dealer about service quality attributes, identify key service quality, establish relevant improvement targets, as both cost and service marketing strategy testimonials reference under consideration. The results showed that 16 in questions of quality attributes, attractive quality attributes namely 11, one-dimension quality attributes 4, no difference in quality attributes 1. I-S Model analysis results: 9 quality elements continue holding area, 2 quality elements in enhancing the quality improvement districts, 4 quality elements in the secondary improvement district, a quality factor in excessive supply area, a quality factor between strengthening improvements and minor improvements demarcation point region. The conclusions of this study show that consumers’ demands for different services were explained with different degrees of priority to recognize about the classification of quality attributes provided from service features and helping managers to make the right judgments. Finally, based on the results of this research, specific suggestions are proposed for managers in order to play a positive significance.