| 摘要: | 隨著國民所得的增加和對於機車使用品質和需求的重視與轉變，以及政府實施週休二日與開放大型重型機車市場的政策，對於機車運動與機車休閒的追求成唯一種風潮，逐漸改變機車使用的觀念，因此大型重型機車兼顧運動休閒和前衛流行的消費者需求，成為消費者的新選擇，而本研究要探討大型重型機車有哪些知覺品質要素是消費者所重視、並可提高消費者的使用滿意度。 過往研究認為消費者對知覺品質的線性觀點，是指消費者對產品的滿意與否，與品質的好壞成正比關係，然而欲發掘出顧客對品質真正的想法，不能只用線性化的知覺品質考量來衡量消費者心中的知覺品質價值。因此日本品質大師狩野紀昭(Noriaki Kano)提出Kano Model，包括必須品質、一元品質與魅力品質等來評估顧客對產品或服務的滿意與否，並驗證消費者的滿意與否來自於不同構面的知覺品質。 本研究運用 Kano Model並結合知覺品質要素的重要性與滿意度等問卷分析，探討台灣消費者對進口大型重型機車的知覺品質需求，針對大型重型機車車主發放300份問卷並回收257份有效問卷，進行問卷中30項大型重型機車知覺品質要素的重要性與使用後的滿意度、以及Kano品質屬性歸類分析。最後以Kano模式，得出增加品質滿意的指標及減少品質不滿意的指標，將可分析出改善某項品質要素時，其可能增加的滿意度及減少的不滿意度各為多少，可作為下一步改善品質的要點；其次分類出重要性與滿意度品質屬性IPA模型，落在優勢保持區的品質要素就必須持或創新以增加競爭力，品質要素落在集中改善區時就必須先行改善，尤以「銷售與售後服務品質」多位在此區。因此結合Kano Model和重要性與滿意度IPA模型，能提出符合業者制定顧客滿意度之策略與改進方法，首要必須針對大型重型機車的銷售構面與售後構面的知覺品質進行改善。
With the growth of GDP and the increasing emphasis on the demand and quality in two-wheel motor vehicles, as well as the government’s opening of Heavy Motorcycles and two day weekends, motor-sport and holiday recreational motorcycles have become a trend. This trend has gradually changed the public’s view on motorcycles as simple transportation. Therefore, motorcycles with both recreational purposes and fashionable appearances become the new choice for customers, and are thus in demand. This research intends to discuss the perceived qualities that impress the customers of Heavy Motorcycles, and how customers’ satisfaction can be fulfilled. Past researches believe customers have a linear view on perceived quality, which means the satisfactory on the product is in direct proportion of the product quality. However, to discover customer’s true feelings for the product, linear model of perceived quality cannot be used to measure customers’ true feelings of the perceived quality. Due to this reason, Noriaki Kano proposes a binary quality model, which includes Must-be quality, One-dimensional quality, and Two-dimensional quality, in order to evaluate customers’ satisfactory on the product or service, and to distinguish whether customers’ satisfaction is a result of different elements of perceived quality. This research uses the Kano Model, integrates it with key elements in perceived quality and satisfactory surveys, in order to discover the perceived quality demands of Taiwan customers. The targeted customers include 300 owners of Heavy Motorcycles, with return of 257 surveys. The survey had 30 items: which includes Heavy Motorcycle’s perceived quality elements, satisfactory of the customers, and the analysis of the nature of the Kano Model. Final result indicates that under the Kano Model is able to separate the elements of customer satisfaction and dissatisfaction. These elements will be used in the analysis to improve a certain quality element; secondly, to analyze the IPA model of the relationship between element importance and customer satisfaction. Quality elements that are in the advantageous area should be kept or innovated to increase competitiveness. Quality elements that are in the to-be-improved area should be prioritized to remodel and improve, especially when Sales and Warranty are in this area. Therefore, the combination of Kano Model and IPA model can provide an improvement of the motorcycle company’s customer satisfaction policy. And in order to improve these policies, Heavy Motorcycle sales structure and perceived quality must first be improved. |
