品質屬性和顧客滿意度間的不對稱和非線性關係之研究.docVIP

品質屬性和顧客滿意度間的不對稱和非線性關係之研究( An investigative study into the asymmetrical and non-linear relationships between quality attributes and customer satisfaction 丁學勤 國立成功大學企業管理學系博士班研究生 遠東技術學院企業管理系講師 林素吟 遠東技術學院企業管理系講師 摘要 各種品質屬性在顧客滿意度所扮演的不同角色過去甚少研究而且絕大部份的學者均將品質屬性和顧客滿意度間視為線性關係，但由期望理論（prospect theory）的觀點此種關係可能是非線性的。本研究首先回顧過去有關品質屬性和顧客滿意度的研究，接著以量販店的顧客進行實證，結果發現大部份的品質屬性和顧客滿意度的關係是不對稱與非線性的。而且發現期望理論的價值函數曲線只能適用於一部份的「一元化品質」；而其餘的品質屬性：「魅力品質」、「當然品質」、「無差異品質」、「反轉品質」及部份的「一元化品質」，無法以價值函數曲線說明。並且依據對顧客滿意度的影響特質的不同，本研究將43項量販店品質屬性依據狩野紀昭模式（Kano model）加以分類，提供業者擬定行銷策略的參考。最後，提出對管理的意涵（implication）及對後續研究者的建議。 關鍵詞：品質屬性，顧客滿意度，期望理論，狩野紀昭模式。 Abstract In the past, very little research has been carried out into the differing roles played by various quality attributes on customer satisfaction and the vast majority of scholars consider the relationship between quality attributes and customer satisfaction to be linear. However, from the point of view of prospect theory, this relationship may be non-linear. This study began by reviewing past research into quality attributes and customer satisfaction. Next, an investigative study was carried out on hypermarket customers and it was found that the relationship between most quality attributes and customer satisfaction is asymmetrical and non-linear. It was also discovered that the value function curve of prospect theory could only be used on certain one-dimensional quality attributes. The attractive quality, must-be quality, indifferent quality, and reverse quality attributes as well as some of one-dimensional quality attributes could not be described by the value function curve. Based on the differences in the way they affect customer satisfaction, the 43 hypermarket quality attributes were categorized in accordance with the Kano model and are presented here as a guide to practitioners in drawing up their marketing strategies. Some implications for management are discussed and some suggestions for further research are also forwarded. Keywords: quality attribute, c