應用Kano模式分析平價連鎖牛排餐廳之服務品質

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Title:	應用Kano模式分析平價連鎖牛排餐廳之服務品質 Applying Kano Model to Analyze the Service Quality of Cheap Chain Steakhouses
Authors:	李宜臻
Contributors:	國際企業管理學系
Keywords:	服務品質顧客滿意度 Kano二維品質模式 PZB模式 service quality customer satisfaction Kano model PZB model
Date:	2021
Issue Date:	2023-02-22 09:57:11 (UTC+8)
Abstract:	現在社會提倡男女平等，不再要求「男主外，女主內」，大量女性也開始投入職場，而在此社會型態改變之下，外食人口的比例隨之提高。再者，因國人經濟水準大幅提升，致使其追求更好的生活品質，因而於飲食服務方面有一定的要求。為瞭解顧客對餐飲服務品質內容之知覺感受，以及哪一類型服務項目對該餐廳滿意度之影響，本研究將以SERVQUAL 量表中之五個構面，即有形性、可靠性、回應性、保證心與同理心構面發展服務項目，接著利用Kano 二維品質模式進行品質要素歸類，歸類方法採用Matzler 和Hinterhuber 1998 年提出的品質要素歸類方式。研究結果發現25 個題項被歸類為一維品質、4 個題項被歸類為無差異品質、3 個題項被歸類魅力品質、1 個題項被歸類為當然品質。最後，根據此結果發現得洞悉影響平價連鎖牛排業顧客滿意度之要素，以作為該平價連鎖牛排餐廳服務品質增進策略之參考依據。 The society now advocates equality between men and women, and no longer requires that "men take charge of the outside and women take charge of the inside." A large number of women have also begun to enter the workforce. With this change in social patterns, the proportion of people who eat out has also increased. Furthermore, because the economic level of the Taiwanese people has been greatly improved, which has caused them to pursue a better quality of life, they have certain requirements in terms of restaurant services. In order to understand customers’ perceptions of the quality of restaurant services and what type of service items affect the restaurant’s satisfaction, this study will use the five dimensions of the SERVQUAL scale, namely tangibility, reliability, responsiveness, assurance, and empathy to develop service items and then use the Kano two-dimensional quality model to classify quality elements. The classification method adopts the quality element classification method proposed by Matzler and Hinterhuber in 1998. The results found that 25 items were classified as one-dimensional quality, 4 items were classified as indifferent quality, 3 items were classified as attractive quality, and 1 item was classified as must-be quality. Finally, based on this result, we found insights into the factors that affect customer satisfaction in the cheap chain steakhouses, and used it as a reference for the strategy of improving the service quality of the cheap chain steakhouses.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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