根據經濟部統計處的統計，臺灣地區飲料市場近年來每年約有400億左右的營業額，且會持續成長。本研究希望透過Kano二維品質模式分析的概念，了解臺南地區外帶式飲料店的服務品質要素指標，以做為臺南地區外帶式飲料店業者改善的方向，讓顧客與業者可以共創雙贏。本研究以PZB服務品質量表和Kano二維模式設計本研究調查問卷，問卷題項共有17題，以臺南地區為調查區域，共發放360份問卷。發放回收360份，回收率為100%，剔除無效問卷後，有效回收份數為335份，有效回收率為93%。以調查資料透過Kano模型分析，結果獲知魅力品質有3項，分別是「外帶式飲料店提供的音樂及店面的佈置，令人感覺舒服。」、「外帶式飲料店服務人員儘管忙碌也會顧及顧客需求。」及「外帶式飲料店服務人員能相互協助，提供顧客更好的服務。」。一維品質有5項，「外帶式飲料店的外觀空間環境及製作設備是否乾淨。」、「外帶式飲料店能提供正確完善的服務。」、「外帶式飲料店能如實完成顧客所託，履行對顧客的承諾。」、「外帶式飲料店是否讓顧客有安心可靠的感受。」及「外帶式飲料店服務人員親切有禮貌的態度，讓顧客感到值得信賴。」。其餘9項皆屬於無差異品質。 According to the statistics data from Department of Statistics, Ministry of Economic Affairs, Taiwan’s market of soft drink is a yearly 40 billion NT dollars market. With such a huge demand, the research applies Kano two-dimensional quality model to classify the service quality index of take-out drink shop in Tainan area. The results can feedback to the operator of take-out drink shop to make the customers and operators win-win situation.The conceptual structure of questions was proposed according to the PZB service quality analysis models and Kano two-dimensional quality model. There are 17 questions in the questionnaire and 360 questionnaires are distributed. All of the questionnaires are successfully returned and the effective ones are 335 and the effective rate is 93%.The research results reveal that there are 3 attractive quality attributes. They are as below: (1) The music and decoration in take-out drink shop and it make customers feel comfortable. (2) The servant can meet the requirement of customers although they are busy. (3) The servant in take-out drink shop can help each other to apply better service for customers. There are 5 one-dimensional quality attributes. They are as below: (1) The environment of take-out drink shop is clean. (2) The take-out drink shop can apply perfect service. (3) The take-out drink shop can fulfill the customers’ requirement. (4) The take-out drink shop can make customers feel reassuring. (5) The servants’kind and good manners make customers feel trustworthy. ; The others are 9 indifferent quality attributes.
