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    題名: KANO 二維品質及品質機能展開法在主題遊樂園服務品質之應用分析
    其他題名: The service quality analysis of theme park by KANO two-dimensional quality analysis and quality function development
    作者: 曾怡珊;Tseng, Yi-shan
    貢獻者: 淡江大學統計學系碩士班
    溫博仕;Wen, Bor-shyh
    關鍵詞: 主題遊樂園;Kano二維品質模式;品質機能展開;Theme Park;Kano Two-Dimensional Quality Model;Quality Function Development
    日期: 2009
    上傳時間: 2010-01-11 04:39:39 (UTC+8)
    摘要: 近年來,主題遊樂園在經營上面臨許多困境,推測其主要原因,應該是受到經濟不景氣所影響。為此,本研究旨在探討遊客對於主題遊樂園所提供之各項服務要素之品質特性看法,試圖由遊客的心聲出發,幫助業者挖掘遊客遊玩主題遊樂園時最為在乎的服務要素,使業者在這不景氣的環境中,能將其有限的資金資源做有效的投資。
    有別於傳統衡量服務品質的模式,本研究將採用狩野紀昭所提出的二維品質模式,包含必須品質、線性品質、魅力品質、無差異品質以及反轉品質等,來評估遊客對於主題遊樂園服務要素的滿意與否。
    依據交通部觀光局,針對2003-2007年民營觀光區遊憩人數統計資料,得知劍湖山世界、六福村主題遊樂園以及月眉育樂中心等三家主題遊樂園,為國內主題遊樂園產業排名前三之主題遊樂園,為此本研究針對此三家主題遊樂園遊玩經驗之遊客為研究對象。依據參考文獻及二維品質模式建構出主題遊樂園之服務品質滿意度問卷,以找出遊客對於主題遊樂園之服務要素之品質特性看法。研究結果發現,遊客對於主題遊樂園服務品質的認知以無差異品質居多,其次為必須品質。另外,本研究也發現,不同人口統計背景的遊客,對於主題遊樂園服務要素之重要性,以及服務要素品質特性的歸類,在部份研究構面下具有統計顯著差異的看法。同時,遊客對於主題遊樂園所提供的各項服務要素之滿意度看法,也會因提供服務之主題遊樂園的不同,以及遊客人口統計背景的不同,而存有統計顯著差異的看法。
    最後,本研究整合Kano二維品質模式與品質機能展開法,進行劍湖山世界品質機能展開作業,將遊客之心聲融入主題遊樂園服務要素之提供上,提供劍湖山世界在與六福村主題遊樂園和月眉育樂中心競爭時,其服務要素可優先改善之重點項目。同時,本研究也將運用服務品質改善指標,提供業者針對不同遊玩之遊客類別時,其可優先改善之主題遊樂園服務要素的要點。

    表單編號:ATRX-Q03-001-FM030-01
    Abstract:

    Recently, the business of the Theme Park is economically facing many difficult predicaments. The reasoning is based on the economic downturn. Thus, the study is trying to investigate the views of visitors for the services provided by the amusement park. The study is want to help the industry to do effective investment in the recession environment.
    Unlike the traditional model to measure service quality, Kano(1984)advocated a two-dimensional model of quality. He thought the satisfaction and dissatisfaction were not in the opposite side of one dimension, but in two different dimensions. The study will use this two-dimensional model to assess the satisfaction of the tourist with the theme park.
    Based on the Tourism Bureau’s data, we know that Janfusun Fancyworld, Leofoo and Yamay are the three principal theme park in Taiwan, so the study use the questionnaires designed by Kano’s model to survey the tourists who has the play experience of the three themes. Results found that most characteristic of the services provided by the amusement park are the “Indifferent quality” and the next are the “Must-be quality”. In addition, the study found that the view for some quality dimensions of the services provided by the amusement park by the different demographic background of the tourists is significant. At the same time, the study also found that the view of tourists for the satisfaction of the services by the different of amusement park and demographic background of the tourists is significant.
    Finally, the study tried to integrate Kano’s model into quality function deployment to take the voice of the tourists into the services provide for the theme park, the study also want to help Janfusun Fancyworld to find the key projects to improve when it compete with Leofoo and Yamay. In addition, the study also calculated the customer satisfaction coefficient to provide amusement park the order to improve when they provide the services for the different categories of tourists.

    表單編號:ATRX-Q03-001-FM031-01
    顯示於類別:[統計學系暨研究所] 學位論文

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