A Study of the Attribute of the Cultural and Creative Products Retailing by Using the Kano Model

• Main Authors: YU-TONG LIU, 劉語彤
• Other Authors: Wen-Dwo Yang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/56998525124646775322

碩士 === 國立臺灣科技大學 === 管理研究所 === 99 === In recent years, Taiwan has actively developed cultural and creative industry as a way to promote its local culture. Its central and local governments have not only held a variety of contests on cultural and creative products, but also take this industry as a key business and help it to develop Feature products. Although this industry is not the one with a high threshold, customers' decision-making process on purchasing its products is still very complicated and hard to comprehend, for the process is affected by many factors. Among those factors, since retailing provides the face-to-face service to customers, the quality of its service is the pivotal factor for customers' purchase intention. This thesis is to discuss the link between service quality and customer’s satisfaction in the retailing environment of cultural and creative products. At the present time, most of the issues on customer satisfaction are based on one-dimensional quality, that is, a higher perceived service quality delivers a higher level of customer satisfaction, and vice versa. However, to fully fulfill customer’s individual demands does not result in higher satisfaction. This assessment will use Kano Model to classify quality attributes into five categories: Attractive, One-Dimensional, Must-Be, Indifferent and Reverse, and then use Matzler and Hinterhuber’s quality improvement index to evaluate customer’s satisfaction and dissatisfaction. Conclusions of the assessment are as follows: 1. After evaluating the selected 19 quality attributes, it reveals that customers’ perception on the retailing service quality is mostly affected by the one-dimensional quality, the must-be quality, and then the indifferent quality. That is, a good service quality provided by the retailing is a basic requirement to customer. The key to success in business is to effectively improve service quality and customer satisfaction. 2. Within the variety of population variables, factors such as gender, education level and monthly income have posed 1 to 3 significant differences in the valuation of quality attributes.