以狩野品質模型探討排隊資訊透明化、服務品質和顧客滿意度的關係

Abstract

隨著現代人越來越忙碌的生活步調，排隊帶來的負面情緒影響也越來越大；對於企業而言，必須面對因為在消費的過程中等待，而造成顧客對於服務評價降低的現象。當許多研究致力於提出應對排隊問題的可行方案時，時代的推進帶來了行動裝置與網路的普及化，也因此出現了透過應用程式推播排隊資訊，藉此舒緩顧客負面情緒的解決方案。本研究串聯排隊心理、知覺管理…等不同的研究議題，在不同的消費情境中，透過狩野模型(Kano model)探索排隊資訊具備的服務品質，以及透過SERVQUAL的概念建構研究模型，驗證排隊資訊的整體服務品質與顧客滿意度之間的關係。研究結果發現排隊資訊具備的服務品質，多數歸類於魅力品質 (Attractive quality) 要素，一維品質(One-dimensional quality)要素則為其次，其中服務品質大多維持著一致性，但消費情境會對於特定幾項服務品質的帶來影響。研究模型亦驗證了排隊資的整體服務品質和顧客滿意度有正向關係。

The aim of this paper is to discuss the impact of queue information provisions. As we observe the latest application of revealing queue information via mobile device to deal with the queuing management problem, this research intends to provide a new viewpoint of queuing information crossing different research issues. We develop research framework from four facets: (1) perception management, (2) queuing research, (3) Kano model, and (4) SERVQUAL. The research is divided into three parts. First, via Kano model we find the service quality of queuing information and categorize the service qualities into 6 categories. Second, we examine the relationships between the overall service quality of queuing information provision and customer satisfaction. Third, we are also concerned the impact of consume situation, so the hypothesis will be tested in the different simulated situation in experiment. According to the result, we discover that most queuing information provisions’ service qualities are attractive quality dimension and One-dimensional quality. Besides, the hypothesis of queuing information provisions’ service quality is accepted, which also proves the results which we find in the first part of this research by Kano model. Finally, this research examines the effect of consume situations on the queuing information, and we also have further discussion about the exception situation.