1

Kano IPA 3C

PZBSERVQUAL

3CKanoIPA

228

6

PZB SERVQUAL Kano IPA

3C

3C

3C

3C(2003) 3C

(2001) 3C

(2005)

2

(2004)

3C

(2006)

(Parasuraman et al., 1985, 1988)

(Kotler, 1988)

(Matzler et al., 2004)

3C

3C

3C

()

() Kano

()

(Importance-Performance Analysis, IPA) Kano

()

() 3C

3C

3CPDA

3C

3

(Consumer)(Communication)

(Computer)(2003)

()

(1984)

Mason et al. (1991)

Gronin and

Taylor (1992)

Anderson et al. (1994)

()

(Crosby, 1979)

(Sasser et al., 1978)Parasuraman et al. (1985)(1)

(Intangibility)

(2)(Inseparability)

(3)

(Heterogeneity)

(4)(Disappearance)

(Garvin, 1984)

4

Parasuraman et al. (1985)

()

Parasuraman, et al. (1985)

PZB

Parasuraman et al. (1988) PZB

5

22 SERVQUAL

SERVQUAL

PZB (1985)

PZB (1988)

Parasuraman et al. (1988)

Kano

(Tontini and Silveira, 2005) Kano

5

()

(Herzberg)

(Motivator-Hygiene

Theory) (Herzberg et al., 1959)

(No Satisfaction)(No Dissatisfaction)

(Kondo, 2001)

(Noriaki Kano)

(Attractive Quality Creation)

Kano(Kano et al., 1984)

()Kano

Kano

()(Kano et al., 1984)

(1)(Attractive Quality Element, A)

(2)(One-Dimensional Quality Element, O)

(3)(Must-Be Quality Element, M)

(4)(Indifferent Quality Element, I)

6

(5)(Reverse Quality Element, R)

Kano(Kano et al. (1984))

Kondo (2001)

(Shen et al., 2000)

() Kano

Kano

(Kano et al., 1984)Matzler et al. (1996)

(I like it that way)

(It must be that way )(I am neutral)(I can live with

it that way)(I dislike it that way)

7

(1) (2) (3) (4) (5)

(1) (2) (3) (4) (5)

Kano

(Anderson and Mittal, 2000)

Matzler and Hinterhuber (1998)

()

Kano(Matzlar and Hinterhuber (1998))

Gitlow (1998-99)

Kano category = maximum (A, O, M)(AOM) > (IQR)

Kano category = maximum ( I, Q, R)(AOM) (IQR)(A)

(O)(M)(I)(R)

(Q)

()

Kano

8

(1996)

(Matzler and Hinterhuber,

1988)Tan and Pawitra (2001)Kano

Kano

()

(Sampson and Showalter, 1999)

()-

IPAMartilla and James (1977)

9

Marr (1986) IPA

()-

Martilla and James (1977) IPA

Hollenhorst et al. (1992) IPA

(Overall Mean) IPA

IPA

() IPA

IPA

(Martilla and James, 1977; Zhang and Chow, 2004)(1) I

(Keep up the Good Work)(2) II

(Possible Overkill)

(3) III

IV(Low

Priority)(4) IV

(Concentrate Here)

IPA(Martilla and James (1977))

10

() IPA

IPA(benchmarking)

IPA

Garver (2003)

IPA

(Hansen and Bush, 1999)

Chen

and Su (2006) Kano-CKM

Kano()

15

15

Chen and Su (2006)Kano

(Perceived Importance-Performance Analysis, P-IPA) IPA

Kano

P-IPA

()

Kano

SERVQUAL(

) 22

11

3C

(1) (2) (3) (4) (5)

(6) (7) (8) (9) (10)

(11) (12) (13)

(14) (15) () (16) (17) (18)

(19) (20) (21) (22)

3C

2007 7 22 8 4 14 210

13 197 93.8%

Cronbach's

(Cronbach, 1951)Nunnally (1967)

0.5 Kaiser (1974)

(Kaiser-Meyer-Olkin, KMO)KMO 0

1 1

12

197 11

21 30 (53.8%) 31 40 (29.4%)

(26.9%)(15.2%)

24(49.7%) 2(20.8%)

01

(87.8%) 23(11.2%) 6(1.0%)

SPSS 12

3C

Cronbach's 0.5

SERVQUAL

22 KMO 0.720

Bartlett 10888.690 P

()

KMO Bartlett

3C

Kaiser-Meyer-Olkin 0.720

0.537 0.761 0.819

0.727 0.769 0.863

10888.690

0.676 0.747 0.725

0.691 0.745 0.825 3828

0.669 0.865 0.854

0.860 0.911 0.944

Bartlett

0.000

13

5

P-IPA

3C

15

15 3C

/

(1) 4.3604 3.0609 3.2335 0.9466

(2) 4.3959 3.1675 3.4721 0.9123

(3) 4.1929 3.6548 3.4569 1.0572

(4) 4.2538 3.3655 3.4619 0.9722

(5) 4.1421 3.3452 3.6497 0.9166

(6) 4.5228 3.4924 3.3706 1.0361

(7) 4.4518 3.3553 3.2335 1.0377

(8) 4.5127 3.3198 3.2183 1.0315

(9) 4.3909 3.4416 3.2284 1.0660

(10) 4.5381 3.3858 3.2741 1.0341

(11) 4.5482 3.3706 3.2893 1.0247

(12) 4.4061 3.4518 3.1980 1.0794

(13) 4.2893 3.2538 3.0406 1.0701

(14) 4.1472 3.2843 3.2437 1.0125

(15)() 3.9848 3.6294 3.3503 1.0833

(16) 4.3503 3.2487 3.0508 1.0649

(17) 4.5330 3.3858 3.1574 1.0723

(18) 4.1168 3.0914 3.1066 0.9951

(19) 4.3503 3.1421 3.1117 1.0098

(20) 4.1168 3.2589 3.0660 1.0629

(21) 4.5178 3.1523 3.0558 1.0316

(22) 4.4975 3.1523 3.1320 1.0065 4.3463 3.3186 3.2455 1.0238

14

P-IPA 3.3186 (Y )

4.3463 (X )

I 8

II 4 III 4

IV 6

P-IPA()

P-IPA

1

1(Garver, 2003)

1 (Y ) 4.3463 (X )

17

5

P-IPA()

15

Kano

Kano22

87

43

Kano

Kano

A O M I R Q

(1)

62 29 27 79 0 0 A

(2) 31 55 69 42 0 0 M (3) 33 24 40 100 0 0 I (4) 14 43 91 49 0 0 M

(5) 47 19 21 110 0 0 I (6) 19 94 71 13 0 0 O (7) 26 69 71 30 1 0 M (8) 28 81 51 37 0 0 O (9)

51 43 48 54 1 0 A

(10) 47 66 45 39 0 0 O (11)

57 60 40 40 0 0 O

(12) 39 57 51 50 0 0 O

(13)

48 49 37 63 0 0 O

(14) 55 25 33 84 0 0 A (15)() 53 29 13 99 3 0 I (16) 73 40 17 67 0 0 A

(17) 19 93 67 18 0 0 O

(18) 71 27 11 88 0 0 A (19)

82 25 21 69 0 0 A

(20) 56 24 18 99 0 0 I (21) 54 64 32 47 0 0 O

(22) 77 51 13 56 0 0 A

AOMI

16

Kano P-IPA P-IPA

Kano

P-IPA

Kano() P-IPA

()

P-IPA()

3C

3C

()

: (6)

(7)(8)(9)

(10)

(11)(12)

(17) 8

(9)

()

: (1)

(2)(16)

(19)(21)

(22) 6

(2)

17

P-IPA P-IPA

A (9) (6) (8) (10) (11) (12)

O

(17) M (7)

AOM

M (4) (3) (5)

I

(15) ()

(14) A (18)

O (13) I (20)

(1) (16) (19)

A

(22) O (21) M (2)

MOA

18

Anderson, E. W., C. Fornell., and D. R. Lehmann (1994), Customer Satisfaction,

Market Share and Profitability: Findings from Sweden, Journal of Marketing, 58

(2), pp. 112-122.

Anderson, E. W. and V. Mittal (2000), Strengthening the Satisfaction-Profit Chain,

Journal of Service Research, 3 (2), pp. 107-1290.

Chen, Y. H. and C. T. Su (2006), A Kano-CKM Model for Customer Knowledge

Discovery, Total Quality Management & Business Excellence, 17 (5), pp.

589-608.

Cronbach, L. J. (1951), Coefficient Alpha and the Internal Structure of Test,

Psychometrika, 16 (3), pp. 297-334.

Crosby, P. B., (1979), Quality is Free: the Art of Making Quality Creation, New York:

American Library.

Garver, M. S. (2003), Best Practices in Identifying Customer-Drive Improvement

Opportunities, Industrial Marketing, 32 (6), pp. 455-466.

Garvin, D. A. (1984), What does Product Quality Really Mean, Sloan Management

Review, 26, pp. 25- 43.

Gitlow, H. S. (1998-99), Innovation on Demand, Quality Engineering, 11 (1), pp.

79-89.

Gronin, J. T., and S. A. Taylor (1992), Measuring Service Quality: a Reexamination

and Extension, Journal of Marketing, 56 (3), pp. 55-68.

Hansen, E., and R. J. Bush (1999), Understanding Customer Quality Requirements:

Model and Application, Industrial Marketing Management, 28 (2), pp. 119-130.

Herzberg. P., B. Mausner, and B. B. Snyderman (1959), The Motivation to Work,

New York: Wiley.

Hollenhorst, S., D. Olson, and R. Fortney (1992), Use of Importance-Performance

Analysis to Evaluate State Park Cabins: the Case of the West Virginia State Park

System, Journal of Park and Recreation Administration, 10 (1), pp. 1-11.

Kaiser, H. F. (1974), An Index of Factorial Simplicity, Psychometrika, 39 (1), pp.

31-36.

19

Kano, N., N. Seraku, F. Takahashi, and S. Tsuji (1984), Attractive Quality and

Must-Be Quality, Hinshitsu (Quality, The Journal of the Japanese Society for

Quality Control), 14 (2), pp. 39-48.

Kondo, Y. (2001), Customer Satisfaction: How Can I Measure It? Total Quality

Management, 12 (7-8), pp. 867-872.

Kotler, P. (1988), Marketing Management Analysis, Planning, Implementation and

Control, 6th

Edition, Englewood Cliffs, New Jersey: Prentice-Hall.

Martilla, J. A., and J. C. James (1977), Importance-Performance Analysis, Journal

of Marketing, 41 (1), pp. 77-79.

Marr, J. W. (1986), Letting the Customer be the Judge of Quality, Quality Progress,

19 (10), pp. 46-49.

Mason, B. J., L. M. Morris, and F. E. Hazel (1991), Retailing, 4th

Edition, New York:

Business Publishing.

Matzler, K., H. H. Hinterhuber, F. Bailom, and E. Sauerwein (1996), How to Delight

Your Customers, Journal of Product and Brand Management, 5, pp. 6-18.

Matzler, K. and H. H. Hinterhuber (1998), How to Make Product Development

Projects More Successful by Integrating Kanos Model of Customer Satisfaction

into Quality Function Deployment, Technovation, 18 (1), pp. 25-38.

Matzler, K., F. Bailom, H. H. Hinterhuber, B. Renzl, and J. Pichler (2004), The

Asymmetric Relationship between Attribute-Level Performance and Overall

Customer Satisfaction: A Reconsideration of the Importance-Performance

Analysis, Industrial Marketing Management, 33 (4), pp. 271-277.

Nunnally, J. (1967), Psychometric Methods, McGraw-Hill.

Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985), A Conceptual Model of

Service Quality and its Implications for Future Research, Journal of Marketing,

49, pp. 41-50.

Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1988), SERVQUAL: a Multiple

Item Scale for Measuring Customer Perceptions of Service Quality, Journal of

Retailing, 64 (1), pp. 12-40.

Sampson, S. E. and M. J. Showalter (1999), The Performance-Importance Response

Function: Observations and Implications, Service Industries Journal, 19 (3), pp.

20

1-25.

Sasser, W. E., R. P. Olsen, and D. D. Wyckoff (1978), Management of Service

Operations: Text, Cases, and Readings, Allyn & Bacon.

Shen, X.X., K. C. Tan, and M. Xie (2000), An Integrated Approach to Innovative

Product Development Using Kano's Model and QFD, European Journal of

Innovation Management, 3 (2), pp. 91-99.

Tan K. C. and T. A. Pawitra (2001), Integrating SERVQUAL and Kanos Model into

QFD for Service Excellence Development, Managing Service Quality, 11 (6), pp.

418-430.

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(2004)

3C

(2005)3C

(2006)

3C

(1996)?26966-67

(2003)3C2003198-201

(1984)-

(2001)--3CFIND

2001 8 16

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