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研究生:邱庭俐
研究生(外文):Ting-Li Chiu
論文名稱:有機專賣店關鍵服務品質屬性之研究
論文名稱(外文):The Study of Critical Service Quality Attributes for Organic Specialty Store
指導教授:陳銘崑陳銘崑引用關係
口試委員:郭晉源吳忠敏
口試日期:2012-06-08
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理學院經營管理EMBA專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:71
中文關鍵詞:有機專賣店服務品質Kano模式Refind Kano模式I-S模式改善係數
外文關鍵詞:Organic Specialty StoreService QualityKano ModelRefined Kano ModelImportance-Satisfaction ModelImprovement index
相關次數:
  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:1
近年來,消費者樂活意識逐漸發酵,強調健康安全的有機食品也逐漸受到重視。在農委會「有機農業全球資訊網」中,已登入有機食品通路商超過上千家,其中不乏大企業投入這塊市場,像是統一企業投注的聖德科斯有機專賣店。有機專賣店的興起也代表著綠色產業在零售流通業中,已逐漸佔有一席之地。然而,隨著人民生活水準的提高,對於無形的服務品質也愈來愈重視。有機專賣店為整個商業活動中最接近消費者的一端,為了吸引及留住顧客,更應重視服務品質的萃取及改善,以提升有機專賣店的競爭力。

有鑑於此,本研究採用零售業RSQS量表作為服務品質衡量構面,並運用Kano模式、Refined Kano模式、I-S模式及改善係數,建立有機專賣店「關鍵服務品質萃取模式」,以作為業者萃取及改善有機專賣店服務品質之參考依據。

In recent years, the emphasize healthy LOHAS lifestyle was more popular, emphasizing health and safety of organic food has become important. Distributors of organic food in the Taiwan Organic Agricultural Information Center, logged more than thousands, including large businesses to invest in this market, such as Uni-President Enterprise investment Santa Cruz organic specialty stores. The organic specialty stores emerge to represent the green industry to gradually start in the retailing industry to hold the small space. However, owing to the increase in standards of living, customers value not only product quality but also service quality. The organic specialty stores for the entire business activities closest to the consumer; should pay attention to the extraction and improvement of service quality to enhance their competitiveness.

For this reason, this study adopt RSQS (Retail Service Quality Scale) to measure the dimensions of service quality, and use of Kano Model, Refined Kano Model, I-S Model (Importance-Satisfaction, I-S Model) and Ii (Improvement index,Ii) to the establishment of organic specialty stores’ “Key Service Quality Extraction Model” which can provide administrators of organic specialty stores to extract and improve their service quality for reference.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究範圍與限制 3
1.4 研究流程 4
第二章 文獻探討 5
2.1 服務品質 5
2.1.1 服務的定義與特性 5
2.1.2 品質的定義 7
2.1.3 服務品質的定義與衡量 8
2.1.4 有機專賣店服務品質之相關研究 18
2.2 二維品質模式 20
2.2.1 激勵-保健理論 21
2.2.2 Kano模式 21
2.2.3 Kano模式歸類方式 23
2.2.4 Kano模式之相關研究 25
2.3 Refined Kano模式 26
2.3.1 Refined Kano模式定義與分類 27
2.3.2 重要度-滿意度(I-S)模式 30
2.3.3 Refined Kano模式、I-S模式、改善係數之相關研究 33
第三章 研究方法 35
3.1 研究架構 35
3.1.1 關鍵服務品質萃取模式之建立 35
3.1.2 研究變數之操作性定義 37
3.2 研究設計 37
3.2.1 問卷設計 38
3.2.2 問項設計 39
3.2.3 抽樣設計 40
3.3 資料分析方法 42
3.3.1 統計分析 42
3.3.2 Kano與Refined Kano模式 44
3.3.3 重要度-滿意度(I-S)模式 45
3.3.4 改善係數 45
第四章 實證研究與分析 46
4.1 問卷回收與基本資料 46
4.2 信效度分析 47
4.2.1 信度分析 47
4.2.2 效度分析 47
4.3 Kano模式之歸類 48
4.4 Refined Kano模式之歸類 51
4.5 重要度-滿意度(I-S)模式之區隔 54
4.6 改善係數之排序 56
第五章 結論與建議 58
5.1 研究結論 58
5.2 改善建議 60
5.3 後續研究方向 61
參考文獻 62
附錄:研究問卷 68

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其他
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