| Summary: | 碩士 === 國立臺東大學 === 身心整合與運動休閒管理學系 === 98 === How to improve the “Service Quality” and to make it be the crucial factor of successful business is a big issue for all enterprises. Service level should conform to customers’ expectancy since the measurements of service quality depends on the customers. Deming, in 1983, constructively defined the quality—it is not only based on customers’ needs but also need to raise customer degree of satisfaction continually. It shows that service quality is the key point of competitive advantage. Although service quality is the crucial factor of successful enterprises, most enterprises still deem it as one-way concept which points out the customer satisfaction of products and the quality level of products are in direct proportion. Noriaki Kano creatively pointed out “Kano’s Two-dimension model” which was applied extensively to classify the characteristics of customer satisfaction. It deemed the efficiency of service or products and customer satisfaction were not always in linear and symmetrical relation, but had more different types of relation. Therefore, any enterprise wants to run an everlasting business, the management strategy should start from solving problems and creating more value of products to raise customer satisfaction level.
The method to carry out this study was using “Kano’s Two-dimension model” to research customers’ thinking and needs of service quality, in order to give the references for improving customer service, quality and satisfaction. This study included 36 factors: 3 “One-dimensional quality” factors；15 ” Must-be quality” factors and 18 ” Indifferent quality” factors. Therefore, the East Travel Season Spa Resort should apply “One-dimensional quality” factors as the basic increasing customers satisfaction object. It also means that more sufficiency of the quality factors raises more customers degree of satisfaction, in other words, fewer quality factors causes fewer customers degree of satisfaction. In order to improve the service quality of the East Travel Season Spa Resort, the researcher suggested them could reinforce these kind of service to lift the consumer's desire and satisfaction.
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