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研究生(外文):Tung-Hao Lu
論文名稱(外文):The Application of Kano Model, FAHP and QFD in the Study of e-Service Quality
指導教授(外文):Wen-Liang Wang
外文關鍵詞:Kano modele-service qualityCustomer satisfaction measurementQFDFAHP
  • 被引用被引用:34
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本研究係採用Zeithaml, Parasuraman & Malhotra三位學者所提出之線上服務品質衡量模式(e-SERVQUAL)為問卷題項基礎,並參考相關文獻後,發展初步問卷題項進行前測。再根據Kano品質模式設計第二份問卷進行發放,計算整體服務滿意度以作為品質機能展開法(Quality Function Deployment; QFD)中品質屋(House of Quality)顧客需求優先放置順序之考量,並採用模糊層級分析法(Fuzzy Analytic Hierarchy Process; FAHP)計算其相關權重。有別於過去相關研究多是以統計方法進行後續之分析,本研究結合Kano二維品質模式、FAHP與QFD等方法,能更清楚的了解應改善之服務品質要素,使網路業者將資源做最有效率之分配。進而改善購物網站的服務水準,亦增加顧客上網購物之意願。
According to Institute of Information Industry of Taiwan, the total amount for on-line shopping has reached NT. 5.10 billion dollars in 2005, and will continue growing in an expected rate of 31.88% in the following years. Since the Internet access and on-line transactions have increased dramatically, it can be expected that there will be full opportunities in the future in e-commerce. In order to adapt the change of shopping behavior, the companies with Web presences have to think about how to encourage repeat purchases and build customer loyalty. For the point of views of customers, low price would never be a satisfactory to their diversity demands, but superior service quality would.

In this paper, we utilized the e-SERVQUAL model proposed by Zeithaml, Parasuraman & Malhotra as well as other related works to set up the initial questions as a pre-questionnaire. And then the second questionnaire were sent out and collected based on the Kano' s quality model, so that the degree of satisfaction can be obtained. And then we apply FAHP to prioritize the weights of those factors found in Kano’s model and analyze it with the QFD. It is our intention that through out this article, the companies with Web presences could have a better understanding in how to improve their e-service quality so that they will be able to retain their customers.

第一章 緒論
1.1 研究背景與動機
1.2 研究目的
1.3 研究範圍與限制

第二章 文獻探討
2.1 服務品質
2.2 線上服務品質
2.2.1 線上服務品質定義
2.2.2 線上服務品質衡量方法
2.3 Kano二維品質模式
2.4 模糊層級分析法
2.5 品質機能展開法

第三章 研究架構與方法
3.1 研究架構與流程
3.2 問卷設計
3.2.2 Kano二維品質問卷設計
3.2.3 FAHP問卷設計
3.3 研究方法

第四章 研究結果
4.1 線上服務品質問卷之信效度分析
4.2 人口統計變數分析
4.3 Kano整體滿意度計算及二維品質重要性排序
4.4 線上服務品質因素權重評估
4.4.2 FAHP因素權重之計算
4.5 線上服務品質之品質屋展開

第五章 結論
5.1 研究結論
5.2 後續研究建議

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