運用KANO二維品質模式與關聯法則分析於某超市服務規劃設計之探討
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| 摘要 隨著便利性需求的提升,比起較為偏遠的大賣場,人們更傾向於轉角就到的中小型超市。近幾年來民眾也越來越重視購物環境及服務品質。因此,本研究以問卷調查的方式,分析商品之間的關聯性,並使用KANO二維品質模型探討中小型超市的服務品質設計。問卷問題以正、反向做設計,了解顧客購買的商品,並依據品質要素歸類及滿意係數分析得知其中的關聯性。研究結果顯示雖然中小型超市主打價格親民，但其服務品質多為無影響品質。可能是因為目前客群較穩定，且顧客仍然受到價格的吸引。企業可以針對誘人品質作為品牌的新特色，以吸引更多顧客。 關鍵字：KANO 模型、二維品質分析、滿意係數、關聯規則。 ABSTRACT With the increasing demand for convenience, people tend to prefer small and medium-sized supermarkets that are just around the corner, rather than remote hypermarkets. In recent years, the public has also become more concerned about shopping environment and service quality. Therefore, this study used a questionnaire survey to analyze the relationship between products and used the KANO two-dimensional quality model to explore the service quality design of small and medium-sized supermarkets. The questionnaire was designed with positive and negative questions to understand the products that customers buy, and the relationship between them was analyzed and classified based on quality elements and satisfaction coefficients. The results showed that although small and medium-sized supermarkets emphasize affordable prices, their service quality is mostly irrelevant quality. This may be because the current customer base is stable and customers are still attracted by prices. Companies can focus on attractive quality as a new feature of their brand to attract more customers. KEYWORDS: KANO Model; Key Quality Elements; Satisfaction Coefficient; Association Rules |