商務艙過夜包備品項目之屬性探討 / A Study of the Attributions of the Amenity Kit's Items for Business Class

摘要

本研究以Kano二維品質模式探討消費者對於過夜包備品具備與否的滿意度情形，釐清各品項的品質要素，並提出備品項目調整建議。問卷透過線上發放，回收226份有效問卷。問卷分為個人背景資料以及採用Kano二維品質要素架構編寫之15項備品偏好差異題項，備品分為基本備品、保養備品、其他備品，與具發展性的第四類加分備品進行調查。結果指出15件備品分屬魅力、無差別、以及當然品質要素三種；性別和10項備品具備的滿意度有顯著性差異，而和4項備品不具備的不滿意度有顯著性差異。影響力指標的分析顯示基本備品中的牙刷套組與多種保養備品屬於高敏感性項目。本研究據此從備品屬性、性別因素、加分備品、以及具Kano高敏感性等面向提出備品項目調整之建議。

This study applies the Kano model to explore the consumers' satisfaction with the items in business-class amenity kits, to propose the suggestions for the modifications to the item collection. The on-line questionnaire survey includes the personal background and 15 item preferences-related questions composed by Kano model, in which the items were classified into basics, skincare, and others. The fourth bonus item classification was also added to the preference study. Totally, 226 valid questionnaires were collected, and the results indicate that the 15 kinds of items could be classified into attractive, indifferent, and must-be attributes, and gender could significantly impact whether satisfaction or not if fulfillment or unfulfillment some items. The satisfaction/dissatisfaction index demonstrates that toothbrush sets and most skincare items are highly-sensitive. Accordingly, this research proposed forward suggestions on the item adjustments from the aspects of the attribution of items, gender, bonus items, and highly sensitive attribute in Kano.