DEVELOP THE HEALTHCARE LOGISTICS SERVICE WITH KANO MODEL

應用Kano模式發展醫藥物流服務

10.6220/joq.201902_26(1).0001

陳穆臻(Mu-Chen Chen)；許嘉霖(Chia-Lin Hsu)；吳皇昇(Huang-Sheng Wu)

healthcare ； cold chain ； logistics service ； new service development ； Kano model ； 醫藥 ； 冷鏈 ； 物流服務 ； 新服務發展 ； Kano模式

品質學報

26卷1期（2019 / 02 / 28）

1 - 22

英文

With the advancement of information and communication technologies in the healthcare industry and the strong growth in the sales of temperature sensitive healthcare products, the demand for cold chain logistics service has increased greatly in recent years. Therefore, developing an effective logistics service model for cold chain logistics is essential to help enterprises improve logistics quality and reduce cost. This study aims at applying the five dimensions of service quality (SERVQUAL) model to construct the service elements that customers are concerned about, and then applied the Kano model to categorize the service elements. For analyzing customers' needs, primary data were collected from a survey administered to respondents who have used a logistics service for healthcare products. Through the convenient sampling, a total of 101 effective paper-based survey questionnaires were received for analysis. From the classification results, 2 service elements are classified as attractive elements, 8 service elements are classified as must-be elements, 15 services elements are classified as one-dimensional elements, 1 service elements is classified as an indifferent element, and no service elements are classified as reverse element in this study. Specifically, this study identified the service elements that need to be modified in the future pursuit of a more innovative service model, to develop a new cold chain logistics service for healthcare that better satisfies customers and creates and maintains a competitive advantage. Practitioners and researchers in the field of cold chain logistics may refer to this study's findings of customers' needs and classified service elements with the Kano model to assist in developing new logistics service model.

隨著資訊與溝通科技於醫藥產業之進展，以及對溫度敏感的醫藥產品之銷售成長，致使近年來對冷鏈物流服務之需求已大幅地增加。因此，為有助於企業增進其物流品質及降低成本，發展一個有效的冷鏈物流服務模式是必要的。本研究應用服務品質模式之五個構面以建構顧客所關切的服務要素，然後應用Kano模式分類服務要素。對於分析顧客需求而言，本研究使用調查問卷蒐集資料。問卷發放對象為過去曾使用醫藥產品之物流服務者。藉由便利抽樣，總共獲取101份有效紙本問卷以作為本研究分析所用。從此分類之結果，2個服務要素被歸類為魅力品質要素、8個服務要素被歸類為當然品質要素、15個服務要素被歸類為一元化品質要素、1個服務要素被歸類為無差異品質要素，而沒有任何服務要素被歸類為反轉品質要素。具體而言，為發展一個更好地滿足顧客與創造及維持競爭優勢之新的醫藥冷鏈物流服務，本研究確認於未來追求一個較為創新的服務模式所需被修正之服務要素。於冷鏈物流領域之業者及學者，可以參考本研究之顧客需求的發現及使用Kano模式所分類之服務要素，以幫助其發展新的物流服務模式。

1. Lee, W.-I.,Chang, T.-H.,Chao, P.-J.(2007).The relationship between quality of healthcare service and customer satisfaction-an example of hospitals in Taiwan.Journal of the Chinese Institute of Industrial Engineers,24(1),81-95.
   連結：
2. Agarwal, S.,Erramilli, M. K.,Dev, C. S.(2003).Market orientation and performance in service firms: role of innovation.Journal of Services Marketing,17(1),68-82.
3. Baki, B.,Basfirinci, C. S.,Murat AR, I.,Cilingir, Z.(2009).An application of integrating SERVQUAL and Kano's model into QFD for logistics services: a case study from Turkey.Asia Pacific Journal of Marketing and Logistics,21(1),106-126.
4. Basfirinci, C.,Mitra, A.(2015).A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model.Journal of Air Transport Management,42,239-248.
5. Bilderbeek, R.,den Hertog, P.(1997).,Apeldoorn, The Netherlands:European Commission.
6. Bogataj, M.,Bogataj, L.,Vodopivec, R.(2005).Stability of perishable goods in cold logistic chains.International Journal of Production Economics,93-94,345-356.
7. Carbonell, P.,Rodriguez-Escudero, A. I.(2014).Antecedents and consequences of using information from customers involved in new service development.Journal of Business & Industrial Marketing,29(2),112-122.
8. Carbonell, P.,Rodriguez-Escudero, A. I.,Pujari, D.(2009).Customer involvement in new service development: an examination of antecedents and outcomes.Journal of Product Innovation Management,26(5),536-550.
9. Chang, K.-C.,Chen, M.-C.,Hsu, C.-L.(2012).Identifying critical brand contact elements of a tourist destination: applications of Kano's model and the importance-satisfaction model.International Journal of Tourism Research,14(3),205-221.
10. Chatterjee, S.,Pandey, K. G.(2003).Thermoelectric cold-chain chests for storing/transporting vaccines in remote regions.Applied Energy,76(4),415-433.
11. Chen, M.-C.,Chang, K.-C.,Hsu, C.-L.,Yang, I.-C.(2011).Understanding the relationship between service convenience and customer satisfaction in home delivery by Kano model.Asia Pacific Journal of Marketing and Logistics,23(3),386-410.
12. Chen, M.-C.,Hsu, C.-L.,Hsu, C.-M.,Lee, Y.-Y.(2014).Ensuring the quality of e-shopping specialty foods through efficient logistics service.Trends in Food Science & Technology,35(1),69-82.
13. Colgate, M.,Norris, M.(2001).Developing a comprehensive picture of service failure.International Journal of Service Industry Management,12(3),215-233.
14. Edgett, S. J.(1996).The new product development process for commercial financial services.Industrial Marketing Management,25(6),507-515.
15. Flint, D. J.,Larsson, E.,Gammelgaard, B.,Mentzer, J. T.(2005).Logistics innovation: a customer valueoriented social process.Journal of business logistics,26(1),113-147.
16. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
17. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1995).Multivariate Data Analysis with Readings.Englewood Cliffs, NJ.:Prentice-Hall.
18. Herzberg, F.,Mausner, B.,Snyderman, B. B.(1959).The Motivation to Work.New York:Wiley.
19. Hsu, C.-L.,Chen, M.-C.,Chang, K.-C.,Chao, C.-M.(2010).Applying loss aversion to investigate service quality in logistics: a moderating effect of service convenience.International Journal of Operations & Production Management,30(5),508-525.
20. Jaw, C.,Lo, J.-Y.,Lin, Y.-H.(2010).The determinants of new service development: service characteristics, market orientation, and actualizing innovation effort.Technovation,30(4),265-277.
21. Jeeradist, T.,Thawesaengskulthai, N.,Sangsuwan, T.(2016).Using TRIZ to enhance passengers' perceptions of an airline's image through service quality and safety.Journal of Air Transport Management,53,131-139.
22. Kano, N.,Seraku, N.,Takahashi, F.,Tsuji, S.(1984).Attractive quality and must-be quality.Journal of the Japanese Society for Quality Control,14(2),147-156.
23. Karatepe, O. M.,Yavas, U.,Babakus, E.(2005).Measuring service quality of banks: scale development and validation.Journal of Retailing and Consumer Services,12(5),373-383.
24. Karkkainen, H.,Piippo, P.,Tuominen, M.(2001).Ten tools for customer-driven product development in industrial companies.International Journal of Production Economics,69(2),161-176.
25. Kriegel, J.(2012).Krankenhauslogistik: Innovative Strategien für die Ressourcenbereitstellung und Prozessoptimierung im Krankenhauswesen.Wiesbaden, Germany:Springer Gabler.
26. Kriegel, J.,Jehle, F.,Dieck, M.,Mallory, P.(2013).Advanced services in hospital logistics in the German health service sector.Logistics Research,6(2-3),47-56.
27. Lawrence, P.,McAllister, L.(2005).Marketing meets design: core necessities for successful new product development, from the special issue guest editors.Journal of Product Innovation Management,22(1),107-108.
28. Lin, C.-F.(2014).Exploring the hotel service personnel's cognitive implications toward service attributes and ethics.Human Factors and Ergonomics in Manufacturing & Service Industries,24(1),14-28.
29. Lin, L.-Z.,Yeh, H.-R.,Wang, M.-C.(2015).Integration of Kano's model into FQFD for Taiwanese Ban-Doh banquet culture.Tourism Management,46,245-262.
30. Liu, B.(ed.),Lee, S.(ed.),Wang, L.(ed.),Li, X.(ed.),Xiao, J.(ed.)(2014).Contemporary Logistics in China, Current Chinese Economic Report Series.Berlin, Germany:Springer.
31. Liu, J.,Higgins, A.,Tan, Y.-H.(2012).IT enabled logistics procedure redesign for high value pharmaceutical shipments: the application of e3‐control methodology.Transforming Government: People, Process and Policy,6(1),62-77.
32. Matzler, K.,Hinterhuber, H. H.(1998).How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment.Technovation,18(1),25-38.
33. Narayana, S. A.,Pati, R. K.,Vrat, P.(2014).Managerial research on the pharmaceutical supply chain-a critical review and some insights for future directions.Journal of Purchasing and Supply Management,20(1),18-40.
34. Noh, H.,Song, Y.,Park, A. S.,Yoon, B.,Lee, S.(2016).Development of new technology-based services.The Service Industries Journal,36(5-6),200-222.
35. Nunnally, J. C.(1967).Psychometric Theory.New York:McGraw-Hill.
36. Pai, F.-Y.,Yeh, T.-M.,Tang, C.-Y.(2018).Classifying restaurant service quality attributes by using Kano model and IPA approach.Total Quality Management & Business Excellence,29(3-4),301-328.
37. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1988).SERVQUAL: a multiple-item scale for measuring customer perceptions of service quality.Journal of Retailing,64(1),12-40.
38. Pawitra, T. A.,Tan, K. C.(2003).Tourist satisfaction in Singapore-a perspective from Indonesian tourists.Managing Service Quality: An International Journal,13(5),339-411.
39. Pinna, R.,Carrus, P. P.,Marras, F.(2015).The drug logistics process: an innovative experience.The TQM Journal,27(2),214-230.
40. Sanden, B.(2007).Karlstad, Sweden,Karlstad University.
41. Saraei, S.,Amini, A. M.(2012).A study of service quality in rural ICT renters of Iran by SERVQUAL.Telecommunications Policy,36(7),571-578.
42. Shekar, A.(2007).An innovative model of service development: a process guide for service managers.The Innovation Journal: The Public Sector Innovation Journal,12(1),1-18.
43. Sigala, M.(2012).Social networks and customer involvement in new service development (NSD): the case of www.mystarbucksidea.com.International Journal of Contemporary Hospitality Management,24(7),966-990.
44. Taylor, J.(2001).Recommendations on the control and monitoring of storage and transportation temperatures of medicinal products.The Pharmaceutical Journal,267,128-131.
45. Taylor, J.,Heddell, G.,Holloway, I.,Matthews, G.,Rees, I.(2006).GMP and GDP: a review of regulatory inspection findings and defective medicines reports for 2004-05.The Pharmaceutical Journal,276,593-596.
46. Tidd, J.,Bessant, J.,Pavitt, K.(2001).Managing Innovation: Integrating Technological, Market and Organizational Change.New York:Wiley.
47. Visiongain(2016).Visiongain, 2016, Clinical Trial Supply and Logistics for Pharma 2016-2026: Analysis of Manufacturing, Packaging, Cold Chain and Supply Chain Management, Visiongain, London..
48. Witell, L.,Kristensson, P.,Gustafsson, A.,Lofgren, M.(2011).Idea generation: customer co-creation versus traditional market research techniques.Journal of Service Management,22(2),140-159.
49. World Health Organization(2014).WHO Technical Report SeriesWHO Technical Report Series,Geneva, Switzerland:.
50. World Health Organization(2010).WHO Technical Report SeriesWHO Technical Report Series,Geneva, Switzerland:.
51. Yang, H.-L.,Hsiao, S.-L.(2009).Mechanisms of developing innovative IT-enabled services: a case study of Taiwanese healthcare service.Technovation,29(5),327-337.
52. Yang, Y.,Lee, P. K. C.,Cheng, T. C. E.(2016).Continuous improvement competence, employee creativity, and new service development performance: a frontline employee perspective.International Journal of Production Economics,171(2),275-288.
53. Yao, J.,Liu, L.(2009).Optimization analysis of supply chain scheduling in mass customization.International Journal of Production Economics,117(1),197-211.
54. Yeh, T. M.,Chen, S. S.(2014).Integrating refined Kano model, quality function deployment, and grey relational analysis to improve service quality of nursing homes.Human Factors and Ergonomics in Manufacturing & Service Industries,24(2),172-191.

1. 施勝烽,李松峰,田田(2021)。一次就把品質做好！基於AHP-VIKOR混合模型對冷鏈物流服務供應商的選擇研究。品質學報，28(6)，413-436。