運用過度服務對Kano品質要素進行探究

Exploring Kano Quality Attribute by Using Over-service Concept

何彥叡(Yen-Jui Ho)

指導教授 ： 孫路弘

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00005

摘要

Kano品質要素模型係為一個普遍且常用的管理工具，並廣泛地適用於各種領域。此研究以檢視高級連鎖餐廳之品質要素來瞭解顧客對於服務要素的知覺，以及運用過度服務來加以探索Kano品質要素概念延伸的可能性。本研究使用量化與質化的方式來進行，針對15項服務行為之題項，先以Kano品質要素分類法，得到各問項的服務行為要素分類，再針對各個題項與填答者進行深入訪談以瞭解顧客對於過度服務行為的經驗。本研究結果發現，填答的顧客對於服務行為要素的分類有相當大的異曲，此外，過度服務行為的經驗存在於一維品質要素、魅力品質要素、無差異品質要素以及反轉品質要素當中。這樣的結果也顯示出，Kano品質要素的分類對於服務品質的內涵仍有無法涵蓋之處，藉由過度服務的概念，Kano模型在評估顧客需求時，具備更完整的闡釋能力。對於未來研究者及企業在使用Kano品質要素模型時，過度服務概念係為重要之議題。

關鍵字

過度服務 ； Kano模型 ； 品質要素 ； 服務行為

並列摘要

Kano model has been widely used as a management tool and applied to various fields. This study was aimed to examine customers’ service attribute perceptions of a fine dining chain restaurant, and to explore possible extensions of the Kano model by using over-service concept. Two research methods were used to evaluate quality attributes and to investigate the behavior of over-service. Questionnaires that contain 15 service behaviors were used to classify service attributes based on Kano’s model and in depth interviews were employed to identify related over-service behaviors. This study discovered that participants had distinct perceptions of service attributes. On the other hand, over-service behaviors were found in attractive, one-dimension, indifference and reverse quality attribute. The result indicated that mapping quality attributes by Kano’s model could not fully capture the nature of service quality. The concept of over-service can be used to restructure the model and provide a better understanding of service quality construct.

並列關鍵字

Over-service ； Kano Model ； Quality Attribute ； Service Behavior

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