| Summary: | 碩士 === 國立高雄師範大學 === 工業設計學系-文化創意學程 === 103 === Exploring the attractive attributes of ibon for 7-ELEVEN convenient store.
Graduate：Chen ,Yi-chen Advisors：Dr. Chen, Chun-chin
Department of Industrial Design
National Kaohsiung Normal University
ABSTRACT
Facing the self-service trend around the globe, more and more convenience stores, the reforms of multiple channels, and the breakthrough of the limit of human service, the density of the convenience stores in Taiwan become the highest in the would. This does not only subvert our cognition to the convenience stores, but also compels us to think how to enhance the satisfaction of the multimedia information platform, along with the example of i-bon in 7-Eleven convenience stores. The purpose of the convenience stores is to explore customers’ evaluation and satisfaction of i-bon offered by the 7-Eleven convenience stores, and to tear apart the significant attractive attributes that determine their satisfactory evaluation toward i-bon. Through the application of the two-dimensional scale of Kano quality model, the thesis examines the relationships of different qualities between customers’ attractive attribute of evaluation and satisfaction. The thesis induces the customers’ evaluation factor of i-bon: convenience, utility, efficiency, innovation, advertisement effects, considerate added values, etc. Also, the factor’s dimension to satisfaction has different degrees of impact. Meanwhile, as the results of Kano quality classification suggest, the attribute items can be classified into different qualities: attractive, one-dimensional, must-be, and indifferent. This explains that there is a Kano quality classification relationship of the different linearity and non-linearity between the attractive attributes and satisfaction. Through Kano model, it can clarify customers’ differences of quality needs about i-bon, and provides a reference about the position and the attractive attribute, which effectively enhance customers’ satisfaction. Last, according to the different degrees of involvement, the thesis explores their correlations of the satisfaction, and induces the significant attributes of attractive evaluation of i-bon in order to offer a reference for the researchers to come.
Keywords: customer’s satisfaction, convenience store, Kano model, i-bon
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