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題名：Kano二維品質模式與重要-表現程度分析法之實証研究
作者：陳棟樑 引用關係
作者(外文)：Tung-Liang Chen
校院名稱：中華大學
系所名稱：科技管理學系(所)
指導教授：李堯賢
學位類別：博士
出版日期：2006
主題關鍵詞：二維品質；重要-表現程度分析法；國家公園；學生宿舍；two-dimension quality；importance-performance analysis；national park；student''''s dormitory
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　　本論文乃運用Kano二維品質模式與重要度-表現程度分析法分析「國家公園旅遊動機與滿意度」、「台灣溫泉旅館服務品質」及「學生宿舍服務品質」。第一部分是有關於國家公園旅遊動機與滿意度之研究，我們發現旅遊動機推力因素歸納為健康與逃離、家庭與社交、知識與冒險等三個構面，拉力因素歸納成設施與美食、環境與教育、交通與便捷等三個構面。旅遊體驗滿意度歸納為基礎設施、膳宿品質、空間環境、文化景觀等四個構面。Pearson相關檢定結果顯示，推力因素與拉力因素的各個構面間皆呈現顯著正向關係。就國人選擇休假的原因而言以為了休息為最主要原因，以國家公園為休假旅遊的目的地，最主要的原因乃是因為國家公園具有美好的自然資源。經由成對樣本T檢定發現，國人對於國家公園的旅遊滿意度皆高過行前期望且達到顯著水準，且行前期望與旅遊體驗的滿意度皆呈顯著的正相關。若以I.P.A.平均值分析，得知滿意度各問項散佈在第Ⅰ、Ⅲ、Ⅳ象限，表示並沒有需要立即改善的項目。若以45∘線法分析，發現15個問項均落在B區，表示台灣國家公園均在目標品質水準區，應繼續保持。　　第二部分是有關於台灣溫泉旅館服務品質之研究，我們發現「品質改善指標」中，可以看出增加滿意指標依序為「溫泉旅館附近的環境」、「溫泉旅館的建築外觀」及「溫泉區的造景」；而消除不滿意指標依序為「溫泉區的環境」、「溫泉區的盥洗設備」及「溫泉旅館的安全設施」；因此，若業者想提高滿意度可以從增加滿意指標的三項進行改善，其中以「溫泉旅館附近的環境」的指標為45.1745％，為其中改善幅度最大；反之，若想降低不滿意可以從消除不滿意指標的三項進行改善，其中以「溫泉區的環境」的指標為79.0698％，為其中降低幅度最大；所以可以以此為第一優先改善的部份。　　第三部分是有關於學生宿舍服務品質之研究，我們發現將24個問項經由因素分析萃取出反應性、有形性、保證性、關懷性與可靠性等五個滿意度因素。根據Kano二维品質模式對學生宿舍整體品質要素進行分析，將24項品質要素進行屬性歸類，在24個問項中並無任何一項要素被歸類為「魅力品質」及「反向品質」，其中被歸類最多的為「必須品質」，被歸類為「一維品質」則最少，由此可知大學生認為大多數的服務是學校必須且應該要提供的。根據Matzler & Hinterhuber所提出之公式，可以得知「降低住宿費用」不僅可以增加滿意度亦可消除不滿意度。
　　This dissertation utilizes the Kano Two-dimension Quality Model and the Importance-Performance Analysis to investigate the following studies: (1) Travel Motivation and Tourists Satisfaction on National Parks in Taiwan, (2) Evaluations on the Service Quality of Hot Spring Hotels in Taiwan, and (3) Students’ Attitudes toward Service Quality of University Dormitory. 　　The first part of this dissertation is to investigate the factors that caused travelers to visit National Park in Taiwan. These are referred to the push/pull factors of travel motivation and satisfaction. Factors ‘pushing’ people to visit National Park in Taiwan were are: (1) to improve individual health representing a form of escapism, (2) to improve family interactions and representing a form of social activity, and (3) to expand knowledge and representing a form of adventure. Factors ‘pulling’ people to visit National Park in Taiwan are: (1) facility and gourmet, (2) environment and education, (3) transportation and easy-accessibility. Overall, this study finds that there are four dimensions of leisure satisfaction: (1) fundamental facility, (2) quality of food and accommodations, (3) spatial environment, and (4) landscape and culture. In addition, the results of the Pearson test indicate that there is a positive relation between those dimensions of push factors and pull factors. For Taiwanese people, the primary reason to participate in leisure activities is to relax. The main reason that people would like to visit national parks as leisure activities is to explore the delightful nature resources. Also, the results of a paired-sample t test strongly suggest that tourists’ satisfaction levels are higher than their prior travel expectations. There is a strong positive relationship between the satisfaction of travel experience and prior travel expectations. Furthermore, the mean of I.P.A. analysis indicates that those satisfaction items are located in Diagram I, III, and IV. Therefore, no immediate action should be taken for further improvement. Based on the results of 45 slope analysis, it was finds that those 15 items were located in Area B. Therefore, the national parks should continuously maintain the natural resources and ecology in order to retain current quality objectives. 　　In the second part of this dissertation, Kano two-dimension quality model is used to analyze the service quality of the hot spring hotels in Taiwan. Regarding the quality improvement indexes, it finds that tourist satisfaction can be improved by “the surrounding environment of the hot spring hotel”, “the architectural design of the hot spring hotel”, and “the landscaping of the hot spring hotel”. Especially, “the surrounding environment of the hot spring hotel” factor is the most important index. Therefore, it is suggests that the hot spring hotel industry could consider those three factors in order to increase tourists’ satisfaction. In contrast, the results of this study suggest that “the surroundings of the hot spring resort area", "the washroom facility of the hot spring hotel" and "the safety facilities of the hot spring hotel" are the most important factors to reduce dissatisfaction. Above all, “the surroundings of the hot spring resort area,” the most important factor that needs careful consideration in order to reduce tourists’ dissatisfaction. 　　The third part of this dissertation investigates students’ expectation and satisfaction regarding the service quality of the university dormitory. According to the factor analyses, five satisfaction factors extracted from the 24-item questionnaire are (1) responsiveness, (2) tangibles, (3) assurance, (4) empathy, and (5) reliability respectively. Furthermore, based on the Kano two-dimension quality model, the results of this study indicate that neither of the 24 service quality elements was categorized as “attractive quality element” nor as “reverse quality element”. Surprisingly, the most of quality elements are identified as “must-be quality element.” On the other hand, the least of those elements are classified as “one-dimension quality element”. Consequently, the majority of university students believe that the most of university dormitory service is mandatory. In other words, it should be offered by universities voluntarily. In sum, this study suggests that lowering university residence fees, based on the formula proposed by Matzler and Hinterhuber (1998), will not only increase students’ satisfaction but also eliminate dissatisfaction toward service quality of university dormitory.
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