2645

7-11

E-mail: shihtao@cc.kuas.edu.tw

7-11

7-11

Kano I-S Model

1.

I-BON

1.1
PZB 1996

(1)
2007 National Kaohsiung University of Applied Sciences, ISSN 1813-3851

 7-11

27

(2)
(3)
(4)
(5)
1.2
(1)
7-11
(2)

2.
2.1

[1]
[2]

15 70

1500

14 340

2.2

Bitner

[3][4]

Cronin and Taylor

[5]

Parasuraman et al.

PZB 10 5
SERVQUAL

[6]

Parasuraman et al.

SERVQUAL
[7]

28

Liljander and
Strandvik
Klose and Finkle
Pariseau and
McDaniel

[8]
[9]
[10]

2.3
Parasuraman et al. PZB

Gap[11]

(1) Consumer expectation Management perception Gap

(2) Management perception Service quality specification
(3) Service quality specification Service delivery Gap
(4) Service delivery External communication Gap
(5) Expect service Perceived service Gap

5=f 1 2 3 4
2.4

Fornell

[12]

Parasuraman et al.

[11]

Why we need and

how to know

What we do and how

to do[13]

 7-11

29

Parasuraman et al.[11]

2.5
Parasuraman et al.[11]

Cornin & Taylor

[5]

Zeithaml & Bitner

[14]

Brady et al.

[15]

[16]

30

2.6
- 1970 Martilla and James
IPA
[17]

A Keep up the Good Work

B Concentrate Here
C
Low Priority
D
Possible Overkill

Martilla and James[17]

2.7 Kano
Herzerg Motivation-Hygiene Theory
Two factors Theory
Herzberg
Hygiene
factors

Motivation factors
[18][19]
Kano et al. Herzberg Kano [20]

 7-11

Kano

31

[21]

(1) Attractive

(2) One-dimensional

(3) Must-be

(4) Indifferent
(5) Reverse

less value-added quality attributes

potential quality attributecare-free

2.8 -
I-S
Quality Element

32

IIIIIIIV
I. Excellent area

II. To be improve area

III. Surplus area

IV. Care-free area

IIIII
III

3.
3.1

17-11
2
3.2
7
; 22
22
51
3.3

 7-11

33

7-11
97 9 29 97 10 19 ;
6 10
; 760 20 740
3.4
SPSS 12 for Windows Excel2003
t
Kano I-S Model
Cronbachs
Principal Component Analysis
Varimax

4
4.1

7-11
50
7-11 0.92
0.88
4.2

CR

4.3

7-11
(1) 45.41% 54.59%
(2) 75.14% 19~25 36 18.11% 13~18 6.77%
(3) 82.7% 12.70%
4.59%
(4) 67.03% 15.95% 12.43%
4.69%
(5) 1001~10000 68.92% 1000 10000 31.09%
(6) 7-11 5~10 71.07% 11~20 28.93%
(7) 7-11 50~100 91.35% 101~201 8.66%

(1) 48.82% 51.08%

34

(2) 55.95% 19~25 36 25.95%13~18 18.11%

(3) 59.24% 10.54%
16.21%
(4) 37.02% 32.70% 25.94%
4.32%
(5) 3001~10000 55.95% 1000~300~ 35.67% 10000
8.28%
(6) 7-11 5~10 70.81% 11~20 27.3%
20 1.89%
(7) 7-11 50~100 80.03% 101~201 22.98%
4.4
7-11

3578910111215
18 141920 13
1

2345678910
11121416171822 21
17 2
4.5

(one-way ANOVA)

7-11 p 0.05
19~25
5001~10000
76~100
7-11 Scheffe
(1)

(2)
19~25 19~28
(3)

(4)

(5)

 7-11

35

10000
(6)
(7)
76~100
7-11
p 0.05
19~25
Scheffe
(1) 19~25
(2)
(3)

p
0.05 20
51~75

Scheffe
(1)
20 5

(2)
201 51~75

p 0.05
5
201

Scheffe
(1)

(2)

(3) 201
20 201 76~100
4.6

KMO Kaiser-Meyer-Olkin KMO

Kaiser and Rice KMO KMO 0.6
[22]
7-11 KMO 0.937

36

1 3
(1) 11
(2) 6
(3) 5
KMO 0.855

1 5
(1) 8
(2) 4
(3) 6
(4) 2
(5) 2

7-11 KMO 0.950

1 3
(1) 8
(2) 7
(3) 7
KMO 0.789

1 6
(1) 5
(2) 4
(3) 3
(4) 3
(5) 4
(6) 3
4.7
7-11 Pearson

 7-11

37

4.8
1-5

1-5

7-11 IPA A 8

B 2

C 8

7-11
D 4

4 .000 0000

3 .900 0000

3 .800 0000

22

1
1
7

$$

3 .600 0000
$

3 .500 0000

$4

17

$
$

15

1290

21

10
9

8
$

14
16

2
$

3 .700 0000

6
$

11

12

18

13

3.6000 00 0

3.700 0000

3.80 00 00 0

3.90 0000 0

4 .000 0000

4.10 00000

7 11

7-11

IPA A 8

38

B 3

C 6

4.9 Kano
Vavra Kano :
X Y
[23]
7-11 Kano
6
7-11

3 .90 0 0 00 0

$
$
$

3 .80 0 0 00 0

7
$

1101

5
9
$

$
$

3 .70 0 0 00 0

$ $

20

1$ 48 1 2

19
$

3 .60 0 0 00 0

3
$

1
$

13

18

15
17

21
$

3 .60 0 0 00 0

16

2
$

3 .50 0 0 00 0

3 .80 0 0 00 0

22
4 .00 0 0 00 0

4 .20 0 0 00 0

4 .40 0 0 00 0

 7-11

39

0 .90 0 00 0 0
$
$

18

13

$
$

21

19

0 .80 0 00 0 0

1
1
7

20

22
15

7
$
$
$
$

0 .70 0 00 0 0

11

12

6
9

8
16
$

17

$
$

10
5

3
$

14

0 .60 0 00 0 0
$

3 .60 0 00 0 03 .70 0 00 0 03 .80 0 00 0 03 .90 0 00 0 04 .00 0 00 0 04 .10 0 00 0 0

7 - 1 1

7-11 Kano

Kano
4

10

()

40

1$ 2 1 6

1 .00 0 00 0 0

0 .90 0 00 0 0
$
$

0 .80 0 00 0 0

$
$

$
$

15
14

6
11

18

13
$

0 .60 0 00 0 0

22

1 92 0

0 .70 0 00 0 0

21

$
$

17

10

3 .60 0 00 0 0 3 .80 0 00 0 0 4 .00 0 00 0 0 4 .20 0 00 0 0 4 .40 0 00 0 0

Kano

8
.

4.10 I-S
7-11 22
X Y
IIIIII
IV 4

7-11

Q3Q5Q6Q8Q9Q10
Q14Q16

II

Q7Q11Q12Q18

III

Q2Q22

 7-11

VI

41

Q1Q4Q13Q15Q17

Q19Q20Q21

4.00 00 00 0

III
3.90 00 00 0

3.80 00 00 0

22

1
1
7

$$

3.60 00 00 0
$

17

15

$
$

13

3.60 00 00 0

$
$

1290

21

VI
3.50 00 00 0

3.70 00 00 0

3.80 00 00 0

10
9

8
$

3.70 00 00 0

2
$

$4

14
16

I
$

6
$

11

12

18

II
3.90 00 00 0

4.00 00 00 0

4.10 00 00 0

7 11

7-11

22
X Y
IIIIII
IV 4

42

3.9000000

III

$
$
$

3.8000000

7
$

1101

5
9
$

$
$

3.7000000

$ $ $

20

1 48 1 2
3
$

3.6000000

13

$
$

18

15
17

II

21
$

3.6000000

16

VI
3.5000000

19
$

3.8000000

22
4.0000000

4.2000000

4.4000000

Q5Q6Q7Q8Q9Q10
Q11Q12Q14

II

Q3Q15Q1Q18

III

Q4Q19Q20

VI

Q1Q2Q13Q17Q21

Q22

5.

5.1

 7-11

43

7-11
7-11

7-11IPA

Kano
6

IPA
Kano

IPA

IPA

Kano 6

IPA
Kano
IPA
IPA

5.2

7-11

7-11

7-11

Q7.
Q11.
Q12.
Q13.
Q15.
Q18.
Q19.
Q20.
Q21.

44

Q1.
Q3.
Q15.
Q18.
Q21.
Q22.

7-11

7-11

[1] (1978
[2] (1998)1998 2 53
[3] Bitner, M.J., Evaluating Service Encounters the Effects of Physical Surroundings and Employee Responses, Journal of
Marketing, 54, April 1990: 69-82.
[4] Bitner, M. J., Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing,
56, October 1992: 57-71.
[5] Cronin, J. J. & Taylor, S. A. (1992) , Measuring Service Quality : A Reexamination and Extension, Journal of
Marketing, Vol. 56, No. 3, pp. 55-68.
[6] Parasuraman, A., V.A. Zeithaml and L.L. Berry,(1988), SERVQUAL: A Multiple-Item Scale for Measuring Consumer
Perceptions of Service Quality, Journal of Retailing, Vol.64, Spring, pp.2-40.
[7] Parasurama A, V.A. Zeithaml, and L.L. Berry. (1993), The Nature and Determinants of Customer Expectations of
Service, Journal of the Academy of Marketing Science, Vol.21,No.1,pp. -12.
[8] Liljander, Veronica and Tore Strandvik,(1993), Estimating Zones of Tolerance in Perceived Service Quality and
Perceived Service Value, International Journal of Service Industry Management, Vol.4, No.2, pp.6-28.
[9] Klose, Allen and Todd Finkle, (1995), Service Quality and the Congruency of Employee Perceptions and Customer
Expectations: The Case of an Electric Utility, Psychology and Marketing, Vol.12, pp.637-646.
[10] Pariseau, Susan E. and J. R. McDaniel, Assessing Service Quality in Schools of Business, International Journal of
Quality and Reliability Management, Vol.14, No.3, 1997, pp.204-218.
[11] 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, Vol.49, Fall, pp.41-50.
[12] Fornell, Claes,(1992), A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing,
Vol. 56, No.1,January, pp.6-21.
[13] (1998)
[14] Zeithaml, V. A. & Mary Jo Binter (1996) , Service Marketing, New York: McGraw-hill, pp. 123-124.
[15] Brady, M. K., Robertson, C. J., & Cronin, J. J. (2001). Managing behavioral intentions in diverse cultural environments:
an investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers,
Journal of International Management, 7, 129-149.
[16] (2004)

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45

[17] Martilla, J. A. and James, J. C. (1977), Importance-performance Analysis, Journal of Marketing, Vol.41, No.1, 77-79.
[18] Herzberg, F., Mausner, B. and Snyderman, B. B., (1959). The Motivation to Work. NY: Wiley.
[19] Herzberg, F., Mausner, B. and Snyderman, B. B., (1993), The Motivation to Work: With a New Introduction by Frederick
Herzberg, New Brunswick, NJ: Transaction Publishers.
[20] Kano, N., Seraku, N., Takahashi, F. and Tsuji, S. (1984), Attractive quality and must-be quality, Hinshitsu (Quality), the
Journal of Japanese Society for Quality Contro, Vol.14, pp.39-48.
[21] (1993) 29 27-33
[22] Kaiser, R.P. and Rice. J.(1974), Little Jiffy Mark IV,Educational and psychological, Measurement,Vol.34, pp.111-117.
[23] Vavra, T. G. (1997), Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing,
and Reporting Customer Satisfaction Measurement Program, Milwaukee, Wisconsin, 385.