整合Kano模式與IPA應用於休閒酒莊關鍵服務品質探討—以樹生休閒酒莊為例

A Study of Exploring The Critical Service Quality Attributes of Wine Village Using Kano and IPA Model－An Example of Shu-Sheug Wine Village

申莒華(Chu-Hua Shen)

指導教授 ： 凃鈺城 ； 林志偉

朝陽科技大學/管理學院/休閒事業管理系/碩士(2015年)

摘要

人類的生活水準，隨經濟成長逐漸地提高，改變了人類對於旅遊度假的行為，樹生休閒酒莊行政區屬於台中市外埔區，地理位置鄰近后里區，緊臨麗寶樂園（月眉育樂世界）、月眉觀光糖廠，為何樹生休閒酒莊能持續經營並且在休閒旅遊佔一席之地？
本研究透過Kano模式的品質屬性歸類之後，再以重要性-績效分析方法(IPA)來評斷休閒酒莊的服務品質要素，最後利用改善係數(Ii) 明確區別品質屬性歸類落點，並決定品質之合理適切優先順序，利用此一程序確認休閒酒莊之「酒莊景觀具吸引力」、「酒莊提供使顧客安心的服務」、「酒莊服務能滿足顧客臨時需求」、「酒莊導覽服務人員具專業性」、「酒莊試飲活動符合顧客的期待」、「酒莊服務人員總是樂意幫助顧客」等六項為酒莊目前消費者心目中之關鍵服務品質。

關鍵詞：休閒酒莊、Kano、IPA、關鍵服務品質。

關鍵字

關鍵服務品質 ； IPA ； Kano ； 休閒酒莊

並列摘要

Abstract
Along with the gradually increasing economic growth, the standards of human life have changed human behaviors towards travels and holidays. Shu-Sheng Wine Village administrative district belongs to Taichung Waipu division; and its geographical location neighbors Houli district, Lihpao Land (Yamay Resort), and Yuemei sugar mills. Why can Shu-Sheng Wine Village continue its operation, and won a place in Leisure and Tourism field?
The present study was conducted first by using Kano model to classify quality attributes, and then by verifying relevant service quality attributes of leisure wineries through Importance - Performance Analysis (IPA). Finally, Improvement index (Ii) was applied to make a clear distinction between quality attributes categorized placement, which in turn determined the priority sequence of quality attributes. By means of this analysis procedure, this study achieved to identify six key customer-perceived service quality attributes of leisure wineries, namely: “The landscape of the winery is attractive;” “The winery offers services making customers feel at ease;” “The winery is able to satisfy customers’ temporary demands;” “The winery guidance services staffs demonstrate professional knowledge and behavior;” “The winery free wine tasting events meet customers’ expectations;” and “The winery staffs are always willing to help customers.”

Keywords: Wine Village, Kano, IPA, key service quality.

並列關鍵字

key service quality ； IPA ； Kano ； Wine Village

參考文獻

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