| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所在職專班 === 98 === In order to satisfy customer demands, the main business strategy that hypermarkets have chosen to adopt is to provide low-cost and diverse products. However, this critical and significant niche has been taken into granted while in recent years the competition in the retail grocery market started to be more and more intense. Therefore, only exploring key service quality in customer’s mind, upgrading and innovating service, hypermarkets can sustain in the “survival of the fittest” environment. As the most representative method to explore the characteristics of customer demands, Kano’s Two-dimensional Quality Model was applied by the research and combined with the I-S Model. With such combination, the purpose of the study was to investigate customers’ opinions about service quality attributes and find out the key service quality so as to establish improvement indicators. After the analysis of the questionnaires that were selected by convenience sampling, seven of the main quality attributes were classified as attractive quality, fifteen as one-dimensional quality, three as must-be quality and one as indifferent quality. Based on the I-S Model, four quality elements were classified in the Excellent Area, eleven in the To Be Improved Area, five in the Surplus Area, five in the Care-free Area and one element was classified between the Excellent Area and To Be Improved Area. Furthermore, the attention customers paid to the one-dimensional quality and must-be quality is beyond the overall average. In respect of satisfaction degree, the attributes of must-be quality and indifferent quality were above the average. The study also applied the goodness of fit test to analyze the main and sub-quality of the hypermarkets and discovered that there were eight main and sub-quality elements that were close in proportion difference did not reach the standard, which explained that determining main quality elements by the “majority formula” might still result in ambiguity.
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