精油商店服務品質屬性之研究：整合SERVQUAL與Kano模式

INTEGRATING SERVQUAL AND KANO'S MODEL OF CUSTOMER SATISFACTION FOR ESSENTIAL OIL SHOPS

有鑑於現代人使用精油的普及率提高，精油產品業市場的發展和競爭也迅速的增加，如何提供顧客滿意的服務已成為精油產品業重要的競爭策略。本研究使用服務品質「SERVQUAL」量表，整合Kano二維品質模式以歸類顧客對台灣精油產品店家的服務品質屬性，並可識別關鍵的服務品質要素，提出具體改善的策略。本研究結果發現25個精油產品業服務品質要素中：10項歸類為當然品質，7項歸類為一維品質，8項歸類為無差異品質，沒有任何一項屬於魅力品質、反轉品質。「能夠將顧客的利益列為優先考量」、「服務人員擁有專業的知識，是令人可信賴的」、「商店提供高品質、安心的商品（如：具有機認證、品質認證等）」為前三大優先改善服務品質的要素。

The development of and competition within the essential oil market are rapidly growing. Providing customers with satisfactory service has become an important competitive strategy in all essential oil product stores. We try to apply the Service Quality Scale (SERVQUAL) and Kano's model to evaluate customer satisfaction and service quality attributes in the essential oil industry. In the 25 elements, there are 10 must-be quality elements, 7 one-dimensional quality elements, and 8 indifferent quality elements. None is attractive quality, and reverse Quality. The research findings indicate these service attributes: 'expect these firms to have their customers' best interests at heart', 'they have professional knowledge which felt reliable' and 'these firms have their development and quality certification of product' are the top priority to improve.