| 摘要註: |
本研究從顧客權益的觀點,結合Kano二維模式與品質機能展開,探討高雄捷運系統之服務創新。首先針對顧客權益之價值權益、品牌權益以及關係權益三構面,了解搭乘高雄捷運的民眾需求。採用問卷調查的方式,調查高雄捷運各項顧客權益之需求情形。接著,應用Kano二維模式的分析,探討顧客權益子構面中,哪些為必要需求、一元性需求、魅力需求、無差異需求以及反向需求。最後,結合Kano二維模式與品質機能展開,計算出服務創新特性重要度,以此做為高雄捷運系統服務創新資源配置強化重點之依據。從顧客問卷調查結果顯示,顧客權益之重要度依序為知名度、社群認同計畫、特別對待、忠誠度計畫、品質、知覺品質、形象、價格、便利性。而經由Kano二維模式分析發現,顧客權益之必要需求包括品質、形象、社群認同計畫、特別對待;一元性需求有價格;魅力需求有忠誠度計畫;無差異需求包括便利性、知名度、知覺品質;本研究結果並未發現反向需求。若納入Kano二維模式給予的調整因子,則調整後的顧客權益重要度排序為忠誠度計畫、社群認同計畫、價格、特別對待、品質、形象、知名度、知覺品質、便利性。進一步結合Kano二維模式與品質機能展開結果發現,服務創新特性重要度排序為「資訊提供及檢索服務」、「運用新技術來提供整體服務」、「採用新的服務傳遞提供方式」、「運用新技術於顧客溝通、接觸與服務的程度」、「導入新的構想或解決問題的新方式」、「採用新的顧客接觸方式或新的顧客關係」、「不同的通路管道傳遞消息於顧客」、「利用新技術於創新服務概念程度」、「有價值的創新服務」。最後,依據分析結果提出對高雄捷運服務系統創新之管理建議。 This research combines the Kano two-dimensional model and quality function deployment(QFD) to explore the service innovation of Kaohsiung Mass Rapid Transit (KMRT) from the perspective of customer equity. The study is, firstly, to understand the the requirnements of customer equity that passengers take the KMRT by questionnaire survey. The customer equity consists of three dimensions: value equity, brand equity, and relation equity. Then the Kano two-dimensional model is used to explore which of the customer equity’s sub-dimensions are classified as must-be, one- dimensional, attractive, indifferent, or reverse requirement. Finally, the Kano model and QFD are combined to compute the relative importance of service innovation features, making it as the basis for KMRT system’s service innovation resource allocation.From the result of customer questionnaire survey, it shows that the importance rankings of customer equity are reputation, social recognition program, special treatment, loyalty program, quality, perceived quality, image, price and convenience, repectively. From Kano two-dimensional model analysis, it is discovered that the must-be requirement of customer equity includes quality, image, social recognition program and special treatment; the one-dimensional requirement includes price; the attractive requirement includes loyalty program; the indifferent requirement includes convenience, reputation and perceived quality; whereas, no reverse requirement is found. If the adjustment factor of Kano two-dimensional model is included, the importance rankings of adjusted customer equity are loyalty program, social recognition program, price, special treatment, quality, image, reputation, perceived quality and convenience, respectively.Further, from the result of integrating the Kano two-dimensional model and QFD, it is found that the rlative importance rankings of service innovation features are “information providing and retrieval services,” “applying new technology to provide overall services,” “adopting new service delivery method,” “the degree of applying new technique on customer communication, contact and service,” “introducing new ideas or new methods to solve problems,” “adopting new way of customer contact or new customer relationship,” “using different channel to deliver news to customers,” “the degree of using new technology on service innovation concept” and “valuable innovative services.” respectively Finally, based on the result, this study provided some managerial suggestion for service innovation of the KMRT service system. |