以Kano及TRIZ探討行動餐車之服務品質策略

Using Kano and TRIZ to Investigate the Mobile Dining Car Service Quality Strategy

林儒辰(Ju-Chen Lin)

指導教授 ： 黃勇富

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

近幾年來，由於設置成本低、機動性高之特性，越來越多人選擇以行動餐車的方式來實現創業理想，這種以改裝車體的移動式攤販，係在車體加裝調理吧台使之能製作飲料及熟食，以方便業者能自行規劃店址的設置，達到最高效率之使用。
而在現今的商業環境中，不論是製造業、亦或是服務業，顧客對於服務品質的要求是愈來愈高，當然餐飲業也不例外，因為環境競爭激烈，顧客的選擇性越來越多，而要如何滿足顧客的需求就成為保持競爭力與優勢的關鍵。
故本研究從行動餐車餐飲服務品質出發，以Kano二維模式來分析顧客對於行動餐車服務品質要素的實際感受，找出可提高顧客滿意度與減少不滿意度的品質改善指標，掌握顧客重視的行動餐車服務要項；同時為了瞭解顧客對於服務要項之重要排序，本研究運用了TOPSIS偏好順序法來評估業者應該要重視的品質要素。最後透過TRIZ理論論將其服務品質策略朝向理想化來改進。
本研究透過Kano二維模式及TRIZ的結合下，以系統化方法來提供給顧客更新穎、更創新的服務，讓顧客享受到更好的行動餐車服務品質，進而建立顧客忠誠度，並墊高顧客的轉換成本及提高顧客價值。此研究結果將可供相關行動餐車業者，了解該為顧客提供哪些服務，並規劃出最適切行銷策略，以提升行動餐車的服務水準。

關鍵字

TRIZ理論 ； TOPSIS ； Kano二維模式 ； 服務品質 ； 行動餐車

並列摘要

In recent years, Because setting the characteristics of low-cost , high mobility, more and more people choose the way of the Mobile Dining cars to realize their business ideal, this modified body of the mobile stalls, so that it can make drinks and cooked food by the Department in the body to install conditioning bar, to facilitate the industry to self-planning shop settings, use to achieve maximum efficiency.
In the current business environment, either manufacturing or services, Customers'' service quality requirements are increasingly high, of course, the catering industry is no exception, due to the intense market competition, to improve the advantage, it is necessary to improve the ability to meet customer demand.
The study is from the service quality of Mobile Dining cars'' s. the study on using Kano''s Model to analyzing the service quality of Mobile Dining cars for customer''s actual feelings, find targets of improvement quality which can upgrade customer''s satisfaction or reduce customer''s dissatisfaction, grasp Mobile Dining cars''s services element what customer to value; For understading important alphabetize of services element for customer, the study use the TOPSIS approach to evaluate element of quality what business to value. Finally, using TRIZ method to improve the idealization of strategy for service quality.
The study on using Kano''s Model combined with TRIZ method, utilize systematic approaches to offer customer more and more innovative service, which customer are able to enjoy better service quality of Mobile Dining cars, and then to build customers loyalty, and upgrade the customer of switching cost and increase customer values.The results of the study may have offer who businesses Mobile Dining cars ''s, understanding what service can be offer for customer and plan the most appropriate Marketing strategies to upgrade service level of Mobile Dining cars.

並列關鍵字

Mobile Dining cars ； Service quality ； Kano''s Model ； TOPSIS ； TRIZ

參考文獻

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