本研究整合Kano 二維品質模式及IPA重要度分析,探討便利商店服務品質屬性與顧客滿意。同時藉由品質改善指標的建立,做為品質改善的優先順序。以桃園市統一超商業者的消費者做為分析,發放兩百七十份有效問卷,綜合品質屬性歸類及滿意度平均值、IPA重要度分析和品質改善指標的結果。根據結果分析,本研究結論如下: 1. 二十五項服務品質要素中,魅力品質有五項(2、7、23、24、25),一維品質有十六項(1、4、5、6、8、9、10、11、14、15、16、17、19、20、21、22),當然品質有一項(12),無差異品質有三項(3、13、18),沒有任何一項要素屬於反轉品質。 2. IPA重要度分析結果為:第Ⅰ象限有七項(2、4、5、8、10、15、19),第Ⅱ象限有四項(6、12、13、18),第III象限有六項(3、9、17、21、23、25),第IV象限有八項(1、7、11、14、16、20、22、24)。 3. 品質改善指標分析結果顯示,「便利商店服務人員服務態度親切有禮貌」服務的改善最能增加顧客滿意程度。而「便利商店環境明亮乾淨」最能降低顧客不滿意係數,「便利商店服務人員服務態度親切有禮貌」是同時在增加顧客滿意係數與降低顧客不滿意係數的前五名。
The subject of this research is to analyze customer satisfaction for consuming in Taoyuan City’s 7-Eleven. We integrated the result of Kano’s Model and Importance-Performance Analysis (IPA) to explore the relation between service quality and customer satisfaction. Meanwhile, formulated the policy of attribute improvement by building the Quality Improvement Index. Below are the analysis results from the average point of customer satisfaction, IPA and Quality improvement index. 1. Among 25 quality attributes, there are 5 Attractive Quality Elements, 16 One-Dimensional Quality Elements, 1 Must- Be Quality Element and 3 Indifferent Quality Elements. 2. The IPA analysis result of the overall service quality of convenience store: There are 7 items in Quadrant A (Keep up going area), 4items in Quadrant B (Possible overkill area), 6 items in Quadrant C (Low priority area) and 8 items in Quadrant D (Concentrate here area). 3. According to the result of Quality improvement index, we found that Q16 Kind and polite attitude of Staff is the most effective one to increase customer satisfaction and Q4 Bright and tidy environment can decrease customer dissatisfaction effectively. Besides, Q16 Kind and polite attitude of Staff is the top five of the service that can increase the most customer satisfaction and meanwhile decrease the dissatisfaction.