以KANO二維模式分析顧客對於路易莎之消費意願調查之實證研究

Abstract

本篇論文參考了兩篇論文分別有中華民國品質學會第42屆年會暨第12屆全國品質管理研討會的「整合二維品質模式與體驗行銷於連鎖咖啡業之探討 － 以統一星巴克咖啡為例」以及屏東大學的碩士論文「連鎖咖啡館之關鍵服務品質分析」，以上兩篇皆屬於針對當代消費族群對於連鎖咖啡廳品質進行KANO二維品質分析;觀察顧客需求，探討哪種服務對顧客具有影響力。 從過去轉變至現今，已經有許多的消費型態正在轉變，例如：從零錢交易轉變為網路交易、顧客對於咖啡廳的想法不再只是消費的地方而是有了交流、閱讀、工作等等的想法。對於這樣的轉變，其實也帶來許多負面影響，顧客開始亂佔位、大聲喧嘩、，單買一杯飲料卻占了整天的位置。本篇論文想探討過去2008年顧客對於連鎖咖啡廳的品質要求，與現今消費型態轉變下的2021年有何不同，以及不同身分的顧客對於連鎖咖啡廳 － 路易莎，喜歡及追求的品質需求為何？本研究利用網路問卷調查搜集消費者端資料，並利用KANO二維品質分析進行屬性歸類和滿意度指標。此外在滿意度指標中選擇增加滿意度及消除不滿意度之品質要素，並針對各別要素進行分析和提出改善建議。

This study is based on two studies as the references, one is the “Discussion on the integration of two-dimensional quality model and experiential marketing in the chain coffee industry - taking Starbucks coffee as an example “, and the other one is the “The Analyze of the Essential Service Quality of Chain coffee shop”. Above studies belong to the KANO two-dimensional quality analysis on the quality of cafes for consumer, and investigated service factors. This paper aims to discuss the difference between the quality requirements of customers in 2008 and 2021 in Cafe Louisa. In addition, the consumption patterns of customers with different identities are also one of the discussions in this research. This research uses online questionnaires to collect consumer data, and applies KANO model to classify the customer satisfaction index. The satisfaction increment index (SII) and satisfaction index (DDI) are selected in discussion, and the results of the items are analyzed and improvement suggestions are made for improvement.