整合二維品質模式與品質機能展開提升直銷商滿意度研究

The Study of Integrating Kano Model and Quality Function Deployment to Improve Direct-Sellers' Satisfaction

10.6338/JDA.201310_8(5).0001

蘇懿(Yih Su)；陳信宏(Hsin-Hung Chen)

直銷 ； Kano模式 ； 品質機能展開 ； direct selling ； Kano model ； Quality Function Deployment

Journal of Data Analysis

8卷5期（2013 / 10 / 01）

1 - 20

繁體中文

直銷事業的直銷商不僅是消費者更是直銷公司的事業夥伴，因此直銷商對於各項需求品質的滿意度向來為直銷公司永續經營極為關鍵的一環。本研究以直銷商為研究對象，針對直銷公司形象、產品、制度、服務與教育訓練等五項品質構面進行整體品質改善研究。本文主要是以品質管理的觀點，研究各項直銷商需求品質的重要度，並利用Kano二維模式進行需求品質分類。其次本文結合Kano二維品質模式與品質機能展開，透過品質屋探討直銷商需求品質與直銷公司品質技術核心能力間的關係，並提出品質技術核心能力改善的順序。本研究主要目的是藉由上述方法改善直銷公司品質技術核心能力，以提升直銷商需求品質滿意度，進而提高直銷公司整體競爭力。

Direct sellers are not only customs but also solicitors for direct marketing company; therefore, how to improve direct sellers' satisfaction is most important issue to direct marketing company. In this study, an investigative questionnaire designed from perspectives of literature and expert is used to examine the direct sells' opinions about direct marketing company's image, main products, system, service and training. The Kano's two-dimensional quality model is used to categorize the associated feature of core capabilities of direct marketing company's total quality. Next, an integration of Kano model and quality function deployment is used to construct the quality house of relationship between voice of custom and voice of engineering. Using quality function deployment, we try to provide the strategy to make direct marketing company's competitive ability better by improving the direct sellers' satisfaction.

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