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E97017
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應用Kano模型與QFD探討品牌接觸點與消費者體驗之研究:以溫泉旅館為例
The Application of Kano\'s Model and QFD on Exploring Brand Contact and Consumer Experience: a Hot Spring Hotel Study
1.張國謙
1.Kuo-Chien Chang
1.致理技術學院運動健康與休閒系
1.Department of Sports, Health and Leisure , Chihlee Institute of Technology
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1.致理技術學院運動健康與休閒系
1.Department of Sports, Health and Leisure , Chihlee Institute of Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2008-08-01
A.14 計畫執行期間(訖):2009-07-31
2009-01-142009-01-20
A.16 收到日期:2009-10-14
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烏來溫泉旅館內遊客

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267
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C.2 聯絡日期:2009-10-15
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1.致理技術學院運動健康與休閒系
1.Department of Sports, Health and Leisure , Chihlee Institute of Technology
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C.7 資料公開日期:2014-08-01
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1.品牌接觸
2.Kano模型
3.品質機能展開
1.Brand Contact
2.Kano Model
3.QFD
 品牌接觸可說是各種關於品牌的要素經由顧客的接觸後來傳達其品牌價值。然而,由於成本與效率的考量,品牌接觸的議題必須從顧客以及服務提供者兩方面來同 時思考。本文嘗試以結合Kano模型與品質機能展開之方法來探討品牌的接觸要素議題,並以溫泉旅館為實證的探討對象,共收集267份有效問卷。研究結果可 歸納為以下幾點:(1)經由Kano模型的運用,結果顯示顧客對於所接觸到的要素大致上被歸類為一元品質素以及必要品質要素。其中,經由Kano模型所探 討出的魅力品質要素可說是溫泉旅館提升顧客滿意度以及差異化競爭對手的利器;(2)經由Kano模型與QFD方法的結合運用,本研究整理出十項結合顧客與 溫泉旅館觀點的十項品質要素作為溫泉旅館經營管理上的參考;(3)經由以品牌接觸矩陣的分析方法,本研究更進一步提供顧客對於相關要素體驗的結果;(4) 在四個主要的接觸要素中,氣氛導向的接觸要素主導了顧客對於服務產品所知覺到的風險感或不確定性。

Brand contacts are a variety of elements about how customers come into contact with a brand and how they communicate their values about it to other potential customers. For the sake of cost and efficiency, the brand contacts can be investigated not only from a customer perspective but also from that of the service provider. This paper thus attempts to integrate Kano model and quality function deployment (QFD) on exploring brand contact elements.The results gained from an empirical study of a hot spring hotel indicate that customers\' perceptions about the contact elements are mostly classified into one-dimensional and must-be attributes by Kano model. The proposed approach contributes to the creation of attractive contact elements that have an enormous potential to further increase customer satisfaction and differentiate competitors. Moreover, along with the ten technical characteristics obtained by the integrated approach, the customers’ contact experiences are displayed through the brand contact priority grid, both of which provide references for future hotel business development. Lastly, atmosphere-oriented brand contacts dominate customers’ brand perceptions more than others, in that they lessen the customers’ senses of risk and uncertainty toward the product/service offerings.

D.16 完成檢誤日期:2011-06-17
D.17 預定釋出日期:2014-08-01
D.18 初次釋出日期:2014-08-01
D.19_1 最新版釋出日期:2014-08-01
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10.6141/TW-SRDA-E97017-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E97017
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