以Kano二維品質模式探討顧客體驗行銷之研究-以台中縣假期游泳池為例

The Study of Experiential Marketing by Kano Model-Take the Holiday Swimming Pool in Taichung County for Examplec

許世彬(hsü shih pin)

指導教授 ： 陳朝鍵

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

游泳池屬於高度服務性質的產業，適用Kano二維品質模式與體驗行銷。日本學者狩野紀昭博士（Dr. Kano）所提出的二維品質模式，已被證實是一種分析顧客需求的有力工具。本研究利用Kano模式將品質要素分類，採用相對多數方式將品質要素歸類為五大項：魅力品質要素、線性品質要素、當然品質要素、無差異品質要素、反轉品質要素。
本研究以「PZB服務品質構面」及「SERVQUL」為基礎，建構適用本研究之量表，探討顧客體驗行銷。本研究得到以下之結論，男性顧客是多於女性顧客，消費者年齡以31-40歲為最多。教育程度以大學程度最多。每個月的個人所得的分佈情況中，以3-5 萬以上為最多，顧客對目前游泳池業者提供之服務需求具有二維品質之特性；從品質構面可看出，游泳池業者若僅提供基本的服務或設備時，越容易被顧客視為理所當然而不具競爭力；反之，越獨特性之服務提供越能吸引顧客前來而提高其競爭力。

關鍵字

Kano二維品質模式、游泳池

並列摘要

The swimming pool belongs to the highly service industry, and it suitable Kano’s model and Experiential MarketingThis study applies Kano’s model to classify the quality attributes as must-be quality, one-dimensional quality, attractive quality, indifferent quality and reverse quality. It is proven that the two-dimensional quality model addressed by Dr. Kano is an effective tool to analyze customer requirement.
This research take“PZB service quality model”and “SERVQUL” as the foundation, the construction applies the quantity form of this research, and explore experiential marketing of Holiday Swimming Pool.The results of this study are showed below, male customers is more than female customers.The majority of the consumers were aged 31-40. Most of the consumers had a university education. Most of the consumers made 30000-50000 monthly. We found that these quality elements reveal two-dimensional characteristics. Briefly, swimming pool offering only basic service or facilities is not competitive on the market. On the contrary, swimming pool that support unique customized services attracts more customers and is viewed as most competitive.

並列關鍵字

Kano’s model, swimming pool gro

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