基於二維品質模式應用於連鎖咖啡業之探討： 以統一星巴克咖啡為例

Abstract

中文摘要

本研究參考了吳永宏等人於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發表的論文「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」。該論文以體驗行銷理論架構為基礎，透過Kano二維品質模式區分服務品質要素並以星巴克消費者為問卷調查對象。本研究旨在探討十年以上社會變遷後，消費者對服務品質的重視程度之變化。

本研究以星巴克消費者為問卷調查對象，採用體驗行銷的五大構面為問卷架構，並參考原論文的問卷題目，選擇14項貼近現代生活型態的品質屬性及新增1項問題，共計15項作為問卷題目。透過KANO二維品質分析調查結果，發現15項品質屬性中有8項發生了改變。接著，根據滿意度指標選擇增加滿意度及消除不滿意度之品質要素，針對每個要素進行分析提出相關改善建議。

Abstract

This study is based on a paper presented at the 42nd Annual Conference of the Quality Society of the Republic of China and the 12th National Quality Management Symposium. The paper is titled " Discussion on the Integration of Two-dimensional Quality Model and Experience Marketing ". This paper takes experiential marketing as the theoretical framework and takes Starbucks consumer recommendation as the research object. This study applies the Kano two-dimensional quality model to distinguish the service quality elements. The objective of this study is to take into account that service quality elements changes over time, particularly the shifts in the quality aspects that customers deemed essential in the past and those that they currently value after more than a decade of social change. This study primarily focuses on Starbucks consumers as survey participants, and the questionnaire structure follows the five aspects of experiential marketing. We select 14 items that are more relevant to modern life. Additionally, we add one item, bringing the total number of questions to 15. The result indicates that that 8 of the 15 items were different from the previous results. Also, this study selects the quality elements calculated from Satisfaction Increment Index (SII) and Dissatisfaction Decrement Index (DDI), and analyzes each index and gives suggestions for improvement.