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研究生:呂東壕
研究生(外文):Tung-Hao Lu
論文名稱:應用Kano,模糊層級分析法與品質機能展開法於線上服務品質之研究
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:王文良王文良引用關係
指導教授(外文):Wen-Liang Wang
學位類別:碩士
校院名稱:中華大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:98
中文關鍵詞:Kano品質模式線上服務品質顧客滿意度品質機能展開法模糊層級分析法
外文關鍵詞:Kano modele-service qualityCustomer satisfaction measurementQFDFAHP
相關次數:
  • 被引用被引用:34
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根據資策會調查,台灣線上購物的市場在2005年已達510.73億元,並可望在2009年達到1,544.75億元規模,由2005年到2009年之年複合成長率為31.88%。由於上網人數及線上交易次數不斷地增加,使得未來的電子商務產業充滿著無限的商機。面對購物模式的改變,網路零售業者應思考如何吸引顧客進入購物網站進行交易以獲取利潤,並且不斷增加顧客的再訪率及瀏覽率。然而對於顧客而言,單單以低價策略並不能滿足其多樣化的需求,追根究底還是需要良好的服務品質才能達成上述目標。

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.
摘要
ABSTRACT
誌謝
目次
表目錄
圖目錄

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
2.1.1服務品質的定義
2.1.2服務品質衡量方法
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
3.2.1線上服務品質問卷設計
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
3.3.1問卷抽樣方法
3.3.2分析方法

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
4.2.1因素分析
4.2.2正式問卷信度與效度分析
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
4.4.1線上服務品質因素評估架構之建立
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

參考文獻
附錄A、線上服務品質前測問卷
附錄B、Kano二維品質問卷
附錄C、FAHP問卷
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