以Kano二維品質模式分析消費者選擇蔬食餐廳偏好

An Analysis of Consumers’Preferences in Choosing Vegetable Restaurants Using Kano Two-Dimensional Quality Model

隨著環保意識與樂活觀念日益受到重視，素食這議題已成為大家廣為談論的話題之一。台灣在經歷食安風暴後，素食已從宗教信仰到養生健康觀念，再到環境保護及動物保護等，而服務品質是影響顧客選擇消費偏好之重要元素，更是當今服務業成功的關鍵因素。本研究旨在探討消費者對蔬食餐廳服務品質的需求，主要以「SERVQUAL服務品質量表」做為問卷設計參考基礎，並針對具有蔬食餐廳消費經驗的民眾施測，共收集有效樣本286份。採用Kano二維品質模式調查問卷分析，進行蔬食餐廳服務品質要素之屬性歸類，並結合品質改善指標、滿意度係數矩陣圖分析，探討服務品質改善策略。研究結果發現，消費者認為「該餐廳提供足夠的停車位」最為重要。而在品質改善指標中，則依序以「行走動線流暢且桌椅陳列整齊」、「餐廳建築外觀與裝潢具有獨特風格」為最能增加消費者的滿意度；據此提出重要建議，供相關業者經營管理及後續研究之參考。

"As the environmental awareness and the concept of Lohan growing, the vegetarianism is facing a highly discussion and the issues of health management. The quality of service is an important factor that influences consumers’preferences of consumption. In this study, the“SERVQUAL Service Quality Scale”was a main reference for a questionnaire design to investigate consumers’requirements for the service quality of vegetable restaurants, and 286 valid samples were collected from people who have experience in vegetable restaurants. The Kano two-dimensional quality model was applied to analyze the quality attributes of service factors of the vegetable restaurants, combined with the quality improvement indicators and satisfaction coefficient matrix analysis to explore the improvement strategies for service quality. The study found that“the restaurant provides adequate parking spaces”is the most concern to consumers. Among the quality improvement indicators,“Smooth walking lanes and neatly arranged tables and chairs”and“Unique appearance and decoration of the restaurant”are the most two key factors to increase consumer satisfaction. Accordingly, some important recommendations are made for the reference of business operations of related industries and further research."