以Kano二維品質模式探討補習班服務品質 因素與消費者滿意度的關聯性

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Title:	以Kano二維品質模式探討補習班服務品質因素與消費者滿意度的關聯性 A Study on The Relationship Between Service Quality Factor And Consumer Satisfaction with Tutoring Centers by Using Kano Two-Dimension Quality Model
Authors:	呂哲彬
Contributors:	行銷碩士學位學程碩士班
Keywords:	二維品質模式服務品質教學品質補習班 Two-Dimension Quality Model service quality teaching quality tutoring center
Date:	2024
Issue Date:	2024-08-02 13:47:00 (UTC+8)
Abstract:	台灣的補教業者大都相信，只要擁有優秀的榜單或成績表現、有著高檔的裝潢設備、授課師皆為頂大畢業的授課師，就會是消費者在選擇補習班時，唯一的選擇因素。可是，卻有為數不少的補習班，並沒有優秀的榜單或成績表現、裝潢設備也非常普通、上課師也非頂大畢業，但是卻同樣受到消費者的肯定，顯然還存在著其他會影響補習班服務品質與消費者滿意度關聯性的因素。所以本研究想要探討補習班，是否只是有做、有具備就會感到滿意，沒做、沒具備，消費者就會感到不滿意？會不會有做、有具備會感到滿意，但是沒做、沒具備，也不會感到不滿意？或者不管有沒有做、具不具備，消費者都不會因此感到滿意或不滿意？以及有沒有有做、有具備，消費者頂多不會感到不滿意，但是沒做、沒具備，消費者就會感到不滿意？此篇研究是利用Kano二維品質模式來進行研究，並利用焦點訪談，並得出了補習班的六大品質構面，以及發出137份正反問項的問卷，得到有效問卷133份，並依Kano二維品質屬性將以歸類。希望此份研究，能協助補教業者找出影響自己補習班服務品質滿意度的各種因素。 In Taiwan, most tutoring service providers believe that having an excellent track record or academic performance, along with upscale facilities and instructors who graduated from prestigious universities, is the sole factor influencing consumers’ choice of tutoring centers. However, there are quite a few tutoring centers that lack outstanding records or performance, have ordinary facilities, and employ instructors who did not graduate from top universities. Surprisingly, these centers still receive positive recognition from consumers. Clearly, there are other factors at play that affect the quality of tutoring services and customer satisfaction. This study aims to explore whether attending or possessing certain features automatically leads to satisfaction, or if the absence of these features results in dissatisfaction. Could it be that having certain features satisfies consumers, but lacking them doesn’t necessarily lead to dissatisfaction? Or perhaps consumers remain indifferent regardless of whether these features are present or absent? Additionally, does having certain features prevent dissatisfaction, while their absence causes it? To investigate this, the study employs the Kano Two-Dimensional Quality Model and conducts focused interviews. It identifies six major quality dimensions related to tutoring centers and administers a questionnaire with 137 positive and negative items. The study collected 133 valid responses and categorized them based on the Kano model’s attributes. The hope is that this research will assist tutoring businesses in identifying various factors that impact their service quality satisfaction.
Appears in Collections:	[Master of Science in marketing ] Thesis

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