| Summary: | 碩士 === 逢甲大學 === 工業工程與系統管理學研究所 === 98 === Due to the changes of social structure, consumer shopping behavior and attitudes gradually toward the large quantity, low price and one-stop shop in hypermarket. The number of domestic hypermarket increases rapidly year by year, and has been more than one hundred branches until 2009. Thus, Hypermarket become a primary shopping access to modern consumer because it possesses the characteristics such as big store area, sufficient parking space, a variety of goods, the cheaper price and frequently on sale promotion.
To investigate the consumer demand for service quality of hypermarket, this study applies SERVQUAL construct by incorporating Kano two-dimensional model as a survey basis to develop twenty four items. That is, by adopting Kano questionnaire technique to design questionnaires with question pairs (positive and negative) based on the five dimensions of PZB service quality model including tangibles, reliability, responsiveness, assurance and empathy. Each service quality attributes is then analyzed and classified into one of the five quality attributes from consumers’ perspective. Besides, further integration of quality improvement index by drawing the four-quadrant diagram to explore each service quality to enhancing satisfaction and elimination of dissatisfaction influence degree.
Furthermore, by taking advantage of the positive question of Kano’s questionnaire as perceived importance of service quality, the perceived importance-performance analysis (P-IPA) model, to analyze Carrefour hypermarket’s service quality to customer’s perceived importance and satisfaction. Finally, applying revised P-IPA to compare the performance and consumer satisfaction of Carrefour hypermarket and A.mart. The competitive advantages and disadvantages of service quality attributes for Carrefour hypermarket are also summarized to provide the directions for improving their service quality or marketing competitive position in the future.
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