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研究生:楊宜晴
研究生(外文):I-Ching Yang
論文名稱:應用Kano與精化Kano模式探討宅配服務品質與滿意度之研究
論文名稱(外文):An Empirical Study of Service Quality, ServiceConvenience, and Customer Satisfaction for Home Delivery Industry by Kano’s Model and Refined Kano’s Model
指導教授:陳穆臻陳穆臻引用關係
口試委員:劉基全黃承龍廖森貴
口試日期:2007-07-05
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:商業自動化與管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:151
中文關鍵詞:宅配Kano二維品質模式精化Kano二維品質模式服務品質服務便利性顧客滿意
外文關鍵詞:Home DeliveryKano Two Dimension ModelRefined Kano’s ModelService QualityService ConvenienceCustomer Satisfaction
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近年來台灣隨著經濟蓬勃與科技發展的進步,使得消費者對運輸概念產生了不同的需求與服務。以宅配 (home-delivery) 產業為例,消費者除了重視宅配服務使用上的便利性,甚至配送人員的涵養與素質等要求日益增加。本研究以宅配產業為例,結合Kano二維模式及精化Kano二維模式探討宅配服務使用者對國內業者提供服務之看法為何,並期望能找出宅配服務中,真正吸引消費者的服務品質項目,以符合宅配使用者的需求。本研究運用Kano模式的成對問項作為問卷設計之主體架構,配合服務項目之重要度與滿意度調查,引用Kano與精化Kano模式作為品質屬性之歸類,並進一步比較兩種二維品質模式在歸類上之差異。再者,透過重視度-滿意度模式指出首要著手改善的服務項目。最後,探討消費者對目前宅配使用上之滿意情況。
經由實證結果發現,消費者對宅配服務各品質要素提供充足與否之看法不同,因此,在Kano模式上有不同的品質要素歸類;加入顧客重視度的分析,品質要素在精化Kano模式上亦會有不同的品質要素歸類。並且,對各品質要素而言,二維品質要素之歸納與該品質要素之滿意度有部分正相關,特別是宅配提供之核心服務品質部份,對滿意度的影響最明顯。最後,建議宅配業者可以魅力品質來吸引顧客注目及創造競爭優勢,並滿足所有的當然品質及一元品質來與競爭者抗衡,以及利用顧客心中真正重要的服務項目作出不同的策略。一般而言,顧客認為很重要,但滿意度卻不高的服務項目,就是應該最先重視並著手改善的目標,此即Kano二維品質模式最重要之策略意涵。
The dynamic economic environment and technology development lead to a plenty of customers’ needs in transportation and delivery services. For the home-delivery industry, there are increasing requirements on service convenience and on the patience and quality of carriers. This thesis investigates the customers’ perspectives on the home-delivery service by applying Kano Two Dimension Model and Refined Kano’s Model. This study attempts to find out which home delivery service items truly attract customers. This thesis studies the above issue with Kano’s questionnaire. The quality attributes of home delivery are classified by Kano’s Model, Refined Kano’s Model. Additionally, the Importance-Satisfaction Model is used to indicate which service items need to be improved in advance. The customer satisfaction of home delivery service is investigated as well.
The findings show that customers’ perception on the sufficiency of service quality attributes provided by home delivery firms are different. Therefore, the service items can be classified to different categories by Kano’s Model and by Refined Kano’s Model. Moreover, most quality attributes positively correlate to customer satisfaction. Particularly, the core service items significantly affect the customer satisfaction. Home delivery service providers can gain their competitive advantage with the attractive quality attributes as well as sufficiently provide the must-be and one-dimension attributes to maintain their market position. In general, the service providers should assign a higher priority to those items which customers consider importantly.
摘 要 i
ABSTRACT ii
誌 謝 iii
目 錄 iv
表 目 錄 viii
圖 目 錄 x
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
1.4 研究流程 6
第二章 文獻探討 8
2.1 宅配 8
2.1.1 宅配之定義 9
2.1.2 經營型態與分類 9
2.1.3 宅配業之特性 11
2.1.4 國內宅配服務經營現況 12
2.1.5 國內宅配未來發展趨勢 14
2.1.6 國內相關宅配產業之研究整理 15
2.2服務品質 17
2.2.1 服務 17
2.2.2 品質 19
2.2.3 服務品質的定義 20
2.2.4 服務品質的衡量 24
2.3 服務便利性 31
2.3.1 便利性定義與分類 32
2.3.2 服務便利性模式 33
2.4 顧客滿意 39
2.4.1 顧客滿意之定義 39
2.4.2 顧客滿意與服務品質之關係 40
2.4.3 影響顧客滿意之因素 42
2.4.4 顧客滿意的衡量 44
2.4.5 顧客滿意與服務便利性 45
2.4.6 顧客滿意與顧客重視 45
2.5二維品質模式 46
2.5.1 激勵-保健理論 46
2.5.2 Kano二維品質模式 47
2.5.3 精化Kano二維品質模式 51
2.5.4 重要度-滿意度模式 55
2.5.5 Kano模式的問卷設計與要素歸類 58
第三章 研究方法 63
3.1 研究架構 63
3.2 研究變數之操作型定義及衡量 64
3.2.1 宅配服務便利性之操作型定義 66
3.2.2 顧客滿意度 67
3.2.3 顧客重視度 68
3.3 研究假說 68
3.4 研究設計 71
3.4.1 Kano問卷設計 71
3.4.2 問卷內容之要項 73
3.4.3 問卷之回答項目 73
3.4.4 抽樣設計及問卷回收 74
3.5 資料分析方法 80
3.5.1 敘述性統計分析 80
3.5.2 信度與效度 80
3.5.3 Kano二維品質要素之歸類 82
3.5.4 精化 Kano 二維品質模式之歸類 83
3.5.5 重要度-滿意度模式 84
3.5.6 因素分析 84
3.5.7 單因子變異數分析 84
3.5.8 Pearson 相關分析 84
3.5.9 Spearman 相關分析 85
第四章 研究結果 86
4.1 因素分析 86
4.2 Kano二維品質之歸類 91
4.2.1 Kano 二維品質之歸類-全體受訪者 91
4.2.2 Kano二維品質之歸類-以性別區分 95
4.2.3 Kano二維品質之歸類-以年齡區分 95
4.2.4 Kano二維品質之歸類-以教育程度區分 95
4.2.5 Kano 二維品質之歸類-以職業區分 99
4.2.6 Kano 二維品質之歸類-以月收入區分 99
4.3 精化Kano二維品質之歸類 102
4.3.1 精化Kano 二維品質之歸類-全體受訪者 102
4.3.2 重要度-滿意度模式 105
4.3.3 改善係數與順序 107
4.3.4 二維品質屬性之彙整 107
4.4 宅配服務品質之重視度與滿意度分析 110
4.4.1 宅配服務品質之重視度與滿意度 110
4.4.2 宅配服務便利性與滿意度之關聯性檢定 113
4.4.3 Kano二維品質歸類與滿意度之關聯性檢定 113
第五章 結論 116
5.1 研究結論 116
5.1.1 Kano模式分析 116
5.1.2 精化Kano模式分析 118
5.1.3 滿意度分析 119
5.1.4 宅配相關研究之比較分析 123
5.2 研究限制 125
5.3 未來研究方向 126
第六章 管理意涵 128
6.1 Kano二維品質模式之管理意涵 128
6.2 精化Kano二維品質模式之管理意涵 130
6.3 綜合Kano與精化Kano模式之建議 134
參考文獻 138
附錄 A 研究問卷 148
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[111]蔡文晉,2004,服務品質、顧客滿意度及顧客忠誠度關係之研究─以新豐地區統一速達宅急便服務為例,碩士論文,明新科技大學資訊管理研究所。
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