在顧客滿意度下運用KANO二維品質模式建構觀光夜市品質特性要素之研究

Using the Kano two-dimensional quality model under customer satisfaction to construct the quality characteristic elements of tourist night markets

台灣是一座與海洋為鄰的島嶼，高雄尤其擁有山、海、河、港的景觀特色，其豐富的人文文化與自然資源，是發展觀光產業的重要元素之一，近年來，政府皆積極地推動城市觀光美學，希望為當地帶來更多的商機與經濟收益。本研究以台灣行政區劃分為單位，隨機抽取高雄市夜市（瑞豐夜市、凱旋夜市、中崙夜市）並以營業時間、營業占地、攤販數量，來選擇相似性質的夜市，進行定額的問卷抽樣調查，每個夜市各120份，共抽取360份。再採用Kano二維品質模式以及顧客滿意係數，來探討高雄市觀光夜市的永續發展之要素，訪談員以面談方式進行問卷填寫，共採訪360位消費者，回收率為100%，有效問卷為342份，有效回收率為95%。根據Kano二維品質模式分析結果，該市觀光夜市的要素中：2項為魅力品質、8項為當然品質、10項為無差異品質。並且運用增加滿意度指標（SII）和減少不滿意度指標（DDI）等兩項指標進行夜市品質要素特性分析，此研究結果可供各縣市政府，對於提升當地觀光夜市發展品質上的參考依據，讓顧客滿意度與競爭優勢能持續向上上升。

Taiwan is an island adjacent to the ocean. Kaohsiung especially has the landscape characteristics of mountains, sea, rivers and ports. Its rich cultural and natural resources are one of the important elements for the development of the tourism industry. In recent years, the government has actively Promote the aesthetics of urban tourism, hoping to bring more business opportunities and economic benefits to the local area. In this study, Taiwan’s administrative divisions were used as units to randomly select night markets in Kaohsiung City (Ruifeng Night Market, Kaixuan Night Market, and Zhonglun Night Market), and to select night markets of similar nature based on business hours, business area, and number of vendors, and conduct quota sampling. For the survey, 120 copies were taken from each night market, and a total of 360 copies were selected. Then use the Kano two-dimensional quality model and customer satisfaction coefficient to discuss the elements of sustainable development of the tourist night market in Kaohsiung City. The interviewers filled out the questionnaires in the form of face-to-face interviews. A total of 360 consumers were interviewed, and the return rate was 100%. The valid questionnaires are: 342 copies, the effective recovery rate was 95%. According to the analysis results of Kano's two-dimensional quality model, among the elements of the city's tourist night market: 2 are attractive qualities, 8 are natural qualities, and 10 are indifferent qualities. And use two indicators such as increasing satisfaction index (SII) and decreasing dissatisfaction index (DDI) to analyze the characteristics of night market quality elements. The results of this study can be used by the governments of counties and cities as a reference for improving the development quality of local tourist night markets , so that customer satisfaction and competitive advantage can continue to rise.