臺灣博碩士論文加值系統

在現今競爭激烈且變化快速的社會中，管理者已經慢慢由產品導向轉變成為以顧客導向為中心，企業可經由提高服務品質使顧客滿意度提升，並導致下一次的消費而提高顧客忠誠度，最終提高公司的獲利及潛在的價值，以達永續經營的理念。對於提升服務品質作業，管理者不可再以一維品質觀念來規劃服務品質的改善。而是必須先了解哪些服務品質因素是顧客所重視的，而哪些服務品質因素反而對於顧客的滿意度影響力極小甚至是沒有，二維品質的觀念能給予管理者對於提升服務品質上有較正確的評量，以減少企業付出不必要的成本，最終達到最大的效益。
許多服務屬性二維品質分類作法是以KANO分類法進行分類，但有鑒於KANO分類法必須設計正反問項問卷且調查執行工作較繁瑣，故相繼有學者提出以統計計量方法作為服務屬性二維品質分類執行之另類效益作法參考。至今並無任何研究探討何種二維品質屬性分類作法有較適切的分類結果。因此，本研究將以實證研究方式來對不同的分類方式進行適切性探索比較研究。
本研究以學生餐廳為研究目標，首先設計出學生餐廳服務品質調查問卷，並依KANO二維品質模式修正完成KANO問卷，最後並請受訪者主觀地直接給予每種服務品質屬性之二維品質屬性分類。經預試工作與後續正式調查得483份有效問卷資料。分析結果初步顯示Kano分類法有較佳的分類適切性。最後，本研究建議後續研究者應針對不同的產業多方進行分類方法研究比較，以得出更具代表性的結論，來供服務業管理者於實行服務品質屬性二維品質分類時的參考。

Managements have transformed their concept of product-oriented into customer-oriented. As far as a firm is concerned, to enhance the service quality can also increase the level of customer satisfaction so as to gain loyal customers. These factors influence a firm’s profit and its potential value directly. Thus, to realize which quality factor is important or unnecessary to customer is crucial for company operation. The concept of two-dimensional quality classification provides more accuracy on service quality improvement. Thus, enterprises can reduce unnecessary cost and create much profit by applying this classification to attain more accurate critical factors for improving service quality.
Normally, the KANO method is a useful approach for categorizing two-dimensional service quality attributes. Nevertheless, the classification method of KANO is more complex. Thus, many researchers proposed statistical methods for classification quality attributes. Although several studies have investigated the classification method of KANO, none of them examine the classification accuracy on both KANO method and statistical methods. Therefore, this absence motivates the present study to concern with an exploratory comparison study on two-dimensional service quality classification methods, which were mentioned above.
This research is carried out at a student canteen. A well-designed questionnaire was developed to measure the service quality in the student canteen. In addition, the KANO dimension was also designed in the questionnaire by referring to the KANO two-dimensional quality model. Furthermore, the respondents were asked to answer the classification questions directly and subjectively for classifying all the service quality attributes. After running the pre-test and performing the pilot test, finally, 483 valid samples were obtained in this research. The result of the research shows that the KANO classification method has better fitness in service quality attributes’ classification. The study suggests that further studies can do this research in the wider industry scope to extend this research contribution in the academic field.

摘要 i
Abstract iii
誌謝辭 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1 研究動機與背景 1
1.2 研究目的 2
第二章 文獻探討 4
2.1二維品質模式 4
2.1.1 Kano模式與三因子理論之概念 4
2.1.2 Kano模式與三因子理論之衡量 6
2.2 DINESERV與SERVPERF 9
第三章 研究方法 12
3.1 研究方法 12
3.1.1 兩虛擬因子多元廻歸分析法/偏相關分析法 之績效指標值轉換 13
3.1.2 自然對數兩虛擬因子多元廻歸分析法之績 效指標值轉換 14
3.1.3 自然對數兩虛擬因子偏相關分析法之績效 指標值轉換 15
3.1.4 服務屬性二維分類規則 16
3.1.5 分類適切性比較 17
3.2 調查問卷設計 18
3.3 抽樣調查規劃與問卷預試修正 19
第四章 研究分析 22
4.1信度與效度分析 22
4.2 描述性統計分析 23
4.3品質屬性分類結果 24
4.3.1 Kano問卷分類結果 24
4.3.2 兩虛擬因子多元迴歸分析分類結果 25
4.3.3自然對數兩虛擬因子多元廻歸分析分類 結果 27
4.3.4兩虛擬因子偏相關分析分類結果 28
4.3.5自然對數兩虛擬因子偏相關分析分類結果 30
4.3.6分類方法分類結果綜合比較 31
4.4 分類方法研究比較 34
第五章 結論與建議 37
5.1 研究結論 37
5.2 討論與建議 39
參考文獻 41
附錄一 46

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