臺灣博碩士論文加值系統

本研究將探討台灣地區的相片沖印業之服務品質，以A企業與B企業的比較為例，以SERVQUAL量表為問卷架構基礎，參考Kano模式設計問卷，探討相片沖印業是否存在二維品質的特性，問項以相片沖印業之特性與透過專家定義加以修改而成。
本研究應用Kano二維品質模型、重要性－績效分析法(Importance-Performance Analysis, IPA)與修正之重要性－績效分析法，檢視A企業提供服務品質之競爭優劣勢，並提出改善服務品質屬性的順序與後續研究建議。
研究結果顯示，相片沖印店具有二維品質之特性；A企業主要競爭優勢為「會信守承諾提供服務」、「當您有問題時，店員會以熱忱的態度幫您解決問題」，「店員會立即給您服務，不需等太久」「店員樂於幫助您」「店員不會因為太忙而沒回應您的要求」，主要競爭劣勢為「店員讓你覺得信賴」；與B企業比較後，主要競爭優勢除了保持在績效分析法所歸納出的要素外，還增加了「相片沖印店讓您覺得可靠」與「會讓您了解服務將在何時被執行」，主要競爭劣勢為「店員有禮貌」。
關鍵字：SERVQUAL量表、服務品質、Kano模式、IPA、相片沖印店

This purpose of this study is to examine the service quality of Taiwan's photo print shop industry by comparing Company A and B. The questionnaire applied a SERVQUAL construct as a basis, and incorporated a Kano two-dimensional model to determine whether there is a two-dimensional quality characteristic. The items are to be modified according to the characteristics of the photo print shop industry, and are then defined by experts in this field. This study applies the Kano two-dimensional model, along with an importance-performance analysis and a revised importance-performance analysis to examine the competitive advantages and weaknesses of service quality characteristics of Company A, which can be further prioritized and improved by making effective decisions. The findings indicate there are two-dimensional quality characteristics for a photo print store. The main competitive advantage of Company A is that it is going to uphold its pledge to provide superior service quality. When there is a problem, the salesclerk is going to be very much willing to resolve the problem. They are also going to provide rapid service without keeping customers waiting for too long while serving them cheerfully, and are not going to be too preoccupied with other matters while responding to customers’ requests. A Company’s main weakness in view of being competitive is the clerk does not suspect the customer may be untrustworthy. After comparing A with B, the main competitive advantage is not only maintaining the factors before the comparison, but also increasing the extent to which the photo print store could be found to be reliable about providing its services, and informing customers about when the service will be provided. The main competitive disadvantage is the clerk being courteous toward customers.

Key Words: SERVQUAL, service quality, Kano model, IPA, Photo Print Shop

目 次

中文摘要 iii
英文摘要 iv
誌謝 vi
目 次 vii
圖目錄 ix
表目錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 服務品質 8
第二節 Kano二維品質模式 19
第三節 重要性－績效分析法(IPA) 25
第三章 研究方法 34
第一節 調查問卷設計 34
第二節 抽樣調查規劃 38
第三節 資料分析方法 39
第四節 關鍵服務品質屬性確認流程 40
第四章 資料分析與研究結果 42
第一節 前測結果 42
第二節 消費者資料分析 44
第三節 信效度分析 51
第四節 Kano二維品質屬性歸類 53
第五節 重要性－績效分析法(IPA) 58
第六節 修正之重要性－績效分析法(IPA) 65
第七節 Kano模式與IPA之結合分析 71
第八節 Kano模式與修正IPA之結合分析 77
第五章 結論與建議 81
第一節 研究結論 81
第二節 管理實務意涵 85
第三節 研究限制 87
第四節 未來研究建議 88
參考文獻 90
附錄 問卷調查表 97

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