寵物美容服務品質之研究

Research on the Service Quality of Pet Grooming

本研究旨在針對寵物飼主對寵物美容店的服務品質的探索。研究範圍聚焦於寵物美容的服務品質，包括探討服務品質要素、屬性、與經營改善之策略。本研究探討寵物美容服務中消費者對服務品質的重要度，以及服務提供者的表現度間的差異。此差異部分可提供寵物美容業者更全面性的了解顧客要的是什麼，以提升整體服務品質。本研究執行重要度與表現度分析（IPA）後發現有四項服務品質寵物飼主認為重要但個案美容店表現有不足之處。接著本研究將14項服務品質進行二維品質屬性分析（KANO）。研究發現共有7項服務品質屬於「一維品質」，4項服務品質屬於「魅力品質」，1項服務品質屬於「必需品質」、1項服務品質屬於「無差異品質」、1項服務品質屬於「反向品質」。本研究結果將有助於了解寵物飼主對寵物美容服務所重視的服務品質要素，確認各項寵物美容服務的品質屬性，提供寵物美容服務品質與經營策略之方向。

This research is to explore the service quality of pet grooming shop and conduct to find the influence of service quality for the customers. This study is aimed to investigate the elements of service quality for pet grooming shop, and make sure the connecting items of improving the shop service. This study proposes the importance and performance for every service quality, as well as to point out the gap between importance and performance. Such a gap can provide the pet grooming shop to understand the customer needs and to indict which service quality should be improved immediately for improving the entire customer satisfactions. The importance and performance analysis (IPA) is conducted to reveal that there exist four service items where customers' focus is higher but the performance of pet grooming shop is lower. Besides, the two-dimensional model (KANO) is applied to categorize 14 service items. There finds that seven items are categorized as one-dimensional quality, four items are categorized as attractive quality, one item is must-be quality, and one is indifferent quality, the final one is reverse quality. The findings of this study would help to reveal the focus service quality of customers, confirm the category of every service quality, and then to enact the operating strategy of pet grooming shop for improving the customer satisfaction.