植基於PZB與Kano模式探討運動慢跑鞋顧客滿意度之研究

A Study of the Customer Satisfaction of the Sports Jogging Shoes Based on the PZB and Kano Model

近年來運動休閒產業持續看好，國人健康意識抬頭，慢跑是廣泛被大家所接受的，而慢跑鞋的消費也約有6百億元的產值。本研究主要目的為結合PZB模式與Kano二維缺口模式建構量表，針對國內四家主要運動慢跑鞋品牌，設計顧客的期望品質與認知品質問卷，其次透過問卷調查資料收集，了解消費者的認知重要度與感受滿意度，其次找出各家運動慢跑鞋，魅力品質要素，並比較各品牌魅力品質之差異，找出迫切需改善項目，以提昇顧客滿意度。究結果顯示顧客對產品預期重要度與實際認知滿意度有顯著的落差，可見運動慢跑鞋品質有其改善的空間。四個品牌運動慢跑鞋喜好順序為Nike、Adidas、Puma、New Balance。綜合二維缺口模式分析，位於第II象限區域有待改善的品質屬性，包括「設計具有獨特性」、「具有防水功能」、「耐磨」、「可以水洗」、「清洗後汙垢容易去除」、「不會退色」、「購買時有折扣與促銷」，共7項。

In recent years, sports and leisure industry remains positive, the rise of health-conscious people, jogging is widely accepted by everyone, and jogging shoes consumption is about 6 billion in output value .The main purpose of this study is a combination of the Kano and PZB gap model, design customer expectations and perceived quality questionnaire, and to compare the quality of the charm of the brand identify the urgent need to improve the project in order to enhance customer satisfaction. Study results showed that customer expectations of product and the actual importance of cognitive satisfaction has a significant gap. Four brands in order of preference as Nike, Adidas, Puma, New Balance. Comprehensive two-dimensional gap pattern analysis, II region located areas for improvement quality attributes , including' design is unique ', ' waterproof ', ' wearable ', ' washable ', ' After cleaning the dirt easily removed ', ' will not fade , ' discounts and promotional ' when ' to buy a total of seven .