Kano two-dimensional Quality Model Applied to Wine Research on Consumer Behavior

• Main Authors: CHANG, CHIUNG-WEN, 張瓊文
• Other Authors: CHEN, KOU-HUANG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/47531138410425940954

碩士 === 中華科技大學 === 經營管理研究所 === 105 === This study combines Attractive Quality Theory and method of means-end chain (MEC) to questionnaire analysis approach to wine and key of two-dimensional quality model. By explaining differences demand created by multiple properties, and how to meet a variety of customer needs, and also from attractive value to learn how to create new products appealing. This study learned that the "must-be quality" marked required component of wine when consumers buy wine who will pay attention to Government or trusted authority's certification mark. "Wine with a marked component sources" is the quality elements, included in the "must-be quality" factor. Questionnaires determine the importance of service quality and weight of consumer demand. After a series of improvements to enhance consumer satisfaction, we increase satisfaction pointer SII ranking 4th. This questionnaire is a total of 115 active mainly in the Taipei area and survey data analyzed by SPSS 12.0 software for processing.