北投溫泉旅館關鍵服務品質屬性確認－Kano模式與IPA之應用

Applying Kano Model and IPA to Identify Critical Service Quality Attributes for Hot Springs Hotel in Peitou

鄧維兆(Wei-Jaw Deng)；李友錚(Yu-Cheng Lee)

Kano模式 ； 重要度績效分析 ； 溫泉旅館 ； 服務品質 ； Kano model ； IPA ； hot springs hotel ； service quality

品質學報

14卷1期（2007 / 03 / 01）

99 - 113

繁體中文

隨著國民所得提高與九十年起全面週休二日政策實施，使得國民旅遊市場日趨活絡，其中溫泉旅遊更是國人熱衷休閒遊憩活動之一。北投溫泉遊憩區由於地理位置優越且交通便利，已成為國人泡湯休閒熱門去處。溫泉旅館管理者充分了解顧客真實需求與期盼，進而反映於服務產品設計與品質提昇上，是溫泉旅館增強企業競爭力的重要課題。而以往僅用重要度績效分析(IPA)所得的改善重點進行品質改善，並無考慮服務品質屬性是具有二維品質特性。因此，本研究提出綜合Kano模式與IPA於關鍵品質屬性確認之新作法。新作法中首先運用Kano模式進行服務品質屬性二維品質特性之界定分類，並計算每個服務品質屬性充足時增加顧客滿意度之程度與不充足時減少顧客不滿意度之程度，來確認「效益服務品質改善屬性」。接著，再運用IPA來確認「優先改善服務品質屬性」。最後同時屬於「效益改善服務品質屬性」與「優先改善服務品質屬性」之屬性即為關鍵服務品質屬性。研究結果顯示北投溫泉旅館二十四項服務品質屬性中，有三項是魅力品質要素，七項是一維品質要素，八項是當然品質要素，六項是無差異品質要素。而「堅守承諾」與「以顧客的利益為優先」兩項屬性為關鍵服務品質屬性。北投溫泉旅館業者可參考此關鍵服務品質屬性來改善提昇服務品質與增強競爭優勢。而一般管理者可參考應用本研究所提關鍵品質屬性確認新作法於其服務品質改善作業中。

Under the increasing of National Income (NI) and the implementation of two-day off per week policy, the market of domestic tourism had grown flourishingly. Hot springs tourism is one of the popular recreation and leisure activities. Peitou hot springs recreational area is the popular place for tourist to enjoy hot springs bath and SPA because it's excellent geographic position and convenient traffic. Hot springs hotel manager sufficiently understands tourists' needs, expectations and thoughts for applying in service design and service quality improvement is an important issue of business competitive advantage. Usually, managers apply Importance-Performance Analysis (IPA) to identify critical improvement attributes. But in the utilization of IPA, the characteristic of two-dimension quality had not been considered by practitioners. Therefore, this research proposes an approach for identifying critical service quality attribute by applying Kano model and IPA. Firstly, we apply Kano model to recognize the two-dimensional characteristic of service quality attributes and to calculate satisfaction increment index and dissatisfaction decrement index for identifying 「effective improving service quality attributes」. Subsequently, we apply IPA to identify 「prior improving service quality attributes」. Lastly, we integrate 「effective improving service quality attribute」 and 「prior improving service quality attribute」 and identify critical service quality attributes. The research results reveal that 3 service quality attributes are attractive quality; 7 service quality attributes are one-dimensional quality; 8 service quality attributes are must-be quality and 6 service quality attributes are indifferent quality of hot springs hotel in Peitou.「Insist company commitments」 and 「Put customer profit in the first place of thought」are two critical service quality attributes for hot springs hotel mangers to improve service quality and add competitive advantage. The novel integrated approach for identifying critical service quality attributes can be applying in any service quality improvement project.

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