A Study on Using Kano's Model to Investigate the Customer Demand for Service Quality of Taitung Yuan-Sen Applied Botanical Garden

• Main Authors: Ching-Tzu Lee, 林靜子
• Other Authors: Ke-chung Peng
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/32410328524305058414

碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作系所 === 97 === With the prompt development of the domestic economy and society, in which the average National income in Taiwan has reached over USD20,000, the public consumption structure and concepts also change as well as the growing demand for recreation. And Taitung County, located in the east of Taiwan with the splendid mountains and water, has always been reputed as the last clean land; for the aspect of tourism, its regional Taitung Yuan-Sen Applied Botanical Garden even presents the aboriginal features and eminence. To attract more visitors for sight-seeing, and satisfy the customer needs, the Service Quality research of the Garden thus becomes an essential issue. Hereby, at first, the priority of Quality Elements must be analyzed and dominated for the adequate prescription, in order to further serve the customer´s needs, and meanwhile increase the consumption will. The research, investigated at random by questionnaire, recovers 385 sample questionnaires, except 79 nulls, the rest rating valid 79.48%. The research, by Kano’s Model, classifies the Quality Elements, which, acquired from the relatively majority, are concluded in five categories: Attractive Quality Element, One-dimensional Quality Element, Must-be Quality Element, Indifferent Quality Element, and Reverse Quality Element, examined by Descriptive Analysis, one-way ANOVA, chi-square independency test, and Kano’s Model respectively. After the empirical investigation and analyses explored, three points result as following: First, in the 27 questions, Service Quality is attributed to Attractive Quality by 5, taking up 19%; to One-dimensional Quality Element by 9, 33%; to Must-be Quality Element by 4, 15%; to Indifferent Quality Element by 9, 33%, and most elements are characterized in two-dimension. Second, from the different attributive customers about the service quality of the Garden, there are significance correlations existing, as well as significance difference in the recognition of each element. In the four-quadrant graphics, the research, in the first quadrant, also provides 9 analyses of “the Garden architecture and decoration integrate in specific styles” for the client and its public department, with the below suggestions: (1) diversify food supply; (2)intensify the employees’ on-job education and trainings; (3)enhance the whole facilities and embellish the environment; (4)appropriately arrange the touring route and view stops; (5)effect the management of commodity security. As the proposed above, the research expects to elevate the service quality of the Garden, and acts as the reference for the later explorations concerning the customer service quality in Kano Model.