Applying Kano Model and IPA to Exploring the Critical Quality Attributions of 3C Retail Chain Stores－A Case of Elifemall Company

• Main Author: 徐智韋
• Other Authors: 吳信宏
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/93676621862338549637

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 96 === ABSTRACT This study uses surveys based on SERVQUAL construct and gap model proposed by Parasuraman et al. to explore the service quality attributes and key success factors of Elifemall Company from the viewpoints of consumer electronics by applying Kano model and importance-performance analysis (IPA). The critical drivers of product or service performance that have great impact on the overall customer satisfaction can be identified. In addition, this study applies a Kano-CKM model to find out the insight on customer knowledge by segmenting customers’ demographic information. The outcomes of this study can be offered to the management by improving their weaknesses and gaining competitiveness for Elifemall Company. In twenty-two service quality attributes of Elifemall Company, there are eight items as major strengths, whereas six items are viewed as major weaknesses. In thirty key success factors of Elifemall Company, there are nine items as major strengths, whereas ten items are viewed as major weaknesses.