以精緻化Kano模型探討海底撈餐廳之服務品質要素歸類

近年來各家餐廳都以提供高服務品質為主，而海底撈火鍋被視為以服務創新多變作為代表的餐廳。本研究將透過精緻化Kano模式對海底撈提供的服務進行歸類，再運用重要表現分析法，瞭解餐廳裡的服務對顧客來說是高附加價值？還是對客人而言是沒有意義?不同的服務在不同的餐廳都有意想不到的效果。因此，歸類這些餐廳提供的服務品項後便可得知他們屬於何項品質，以確認這些服務的必要性。本研究採用量化取徑，以網路問卷為主紙本問卷為輔，採用非隨機抽樣中的立意抽樣進行資料蒐集，回收387份樣本，其中380份為有效問卷（收效率為98.1%）。資料以IBM SPSS 24.0進行資料處理以及統計分析。本研究的結論：一、主要客群是18至26歲的女性，職業多半是學生，到海底撈用餐的原因是環境適合朋友聚餐且不限時間。二、精緻化Kano的分析結果為：高魅力品質為3項、低魅力品質為3項、高附加價值為1項、低附加價值為3項，潛在品質為8項、不必費心品質為9項。三、IPA分析結果為：餐點分量座落在加強改善區。本研究建議大部分提供的特殊服務都被歸類在無差異品質以及優先順序較低區，值得相關業者思考並適度調整服務策略。

關鍵字

重要度－滿意度模式；連鎖餐廳；過度服務；服務創新

並列摘要

In recent years, various restaurants have focused on providing high-quality service, and Haidilao Hotpot is regarded as one of the most reprehensive restaurants of service innovation and change. The study classified Haidilao Hotpot services by using refined Kano model, and important performance analysis to understand whether the services in the restaurant were highly valuable to customer? Or were they meaningless to them? Different services have unexpected effects in variety restaurants. Therefore, the services have to be categorized by these restaurants, so as to know what services are necessary. The study conducted a quantitative approach, and collected the data by using non-random sampling via paper based and online questionnaire survey. A total of 387 samples were collected, of which 380 are valid. (valid rate: 98.1%). The data was analyzed by using IBM SPSS 24.0. The conclusions of the study are: (1) Most of Haidilao Hotpot Restaurants' customers were female students aged between 18 and 26. The reason for dining there was that the environment was good for friends, and there was no time limit. (2) The results of refined Kano model analysis were: 3 items for highly attractive, 3 items for less attractive, 1 item for high value-added, 3 items for low value-added, 8 items for potential, and 9 items for care-free. (3) The IPA analysis result was that the meal portion was located in the enhanced improvement area. The study suggested that most special services were classified in the indifferent quality area, and low priority area. It needs service providers to rethink and adjust their service strategies.