整合Kano及模糊總計運算法建立顧客價值導向之套裝旅遊產品設計關鍵因素模式之研究   免費試閱

Integrating Kano and Fuzzy Aggregation Operator Methods to Establish a Model for the Key Factors of Customer Value-Oriented Package Tour Product Design

本研究以建立顧客價值導向之套裝旅遊（package tour）產品設計，關鍵因素模式為研究主題，以參加過法國套裝旅遊產品的遊客為實證分析對象，研究成果包括如下：一、以顧客價值為區隔變數，有效地將旅客區分為高顧客價值群、中顧客價值群及低顧客價值群；二、採用Kano（1984）所提出「二維品質」模式，將旅遊套裝產品要素區分為魅力品質要素、當然品質要素、一維品質要素、無差異品質要素、反轉品質要素等五大類；三、採用檢定分析，分析結果顯示不同顧客價值群體其對套裝旅遊產品要素的分類確實有所不同。四、本研究以Shen（2007）所發展的模糊總計運算法，結合Matzler 與Hinterhuber（1998）所提出的增加滿意指標與消除不滿指標，發展出能同時增加滿意度及消除滿意度的品質改善指標，確實能求取不同顧客價值群體的關鍵旅遊套裝產品設計要素，以利旅行業者設計旅遊套裝產品的參考。

This study establishes a model for the key factors of customer value-oriented package tour product design. Tourists who had traveled to France in a package tour were selected as the sample for this empirical analysis. The results of this study included the following: (1) Using customer value as the segmentation variable, the visitors were effectively classified into high-value, medium-value, and lowvalue customer groups. (2) The two-dimensional quality model developed by Kano (1984) was used to classify the key factors of package tour products into five types, namely attractive quality factors, must-be quality factors, one-dimensional quality factors, indifferent quality factors, and reverse quality factors. (3) A chisquare test was used for the analysis. The analysis results show that groups with differing customer values differed in their classification of package tour product factors. (4) This study also employed the fuzzy aggregation algorithm developed by Shen (2007) combined with the quality improvement index and dissatisfaction removal index established by Matzler and Hinterhuber (1998). Subsequently, we developed a quality improvement index that simultaneously improves satisfaction and eliminates dissatisfaction. This index was used to determine the key factors of package tour product designs for various customer value groups, facilitating the design of package tour products by tourism operators.