臺灣博碩士論文加值系統

因應嘉義蒜頭糖廠五分車延駛至嘉義高鐵站路線及故宮南院線通車後，台糖公司蒜頭糖廠蔗埕文化園區服務人員營運、班次、人力及環境設施等，營運狀況與通車前情況不同，園區內提供的服務項目對於遊客的需求可能會不盡相同。本研究將以遊客的滿意度為研究對象，透過Kano模式分類各項服務對於遊客重要性，藉由遊客端檢視鐵道文化園區提供服務項目類型，服務項目類型屬於基本需求者則持續保持，服務項目類型對於遊客較不滿意者優先改善，而提供什麼服務項目類型可以增加滿意度，進而改善企業服務品質。
本研究參考過去文獻有關服務品質服務項目，以正向及反向的問項方式設計問卷，針對所有顧客為對象採無記名方式進行，計40題，並透過Kano品質要的素歸類及相關彙整，總共發放問卷248份，有效問卷回收共214份，有效問卷回收率為86％，經分析後研究的結果，個案鐵道文化園區所歸類出的一維品質16項，當然品質4項。再以Matzler & Hinterhuber(1998)提出的Kano品質改善指標計算服務品質增加滿意之指標數值及減少的不滿意的指標數值，應優先改善服務項目分別為有形性3項「1.園區鐵路服務人員具備儀表乾淨整齊」、「3.園區硬體設施具備完善(有無障礙設施、廁所、舒適乾淨的哺乳室)」、「7.園區五分車車廂具備座位空間充足舒適、整潔乾淨」；保證性1項「19.園區鐵路服務人員態度具備禮貌良好」；反應性為1項「35.遊客遇到問題，鐵路服務人員會盡力協助解決」，共5項，以做為個案鐵道文化園區經營資源配置參考依據。

Following the extension of the Garlic Sugar Factory Tourism Train to the Chiayi High-Speed Rail Station route and the opening of the National Palace Museum Southern Branch line, the operational conditions of Taiwan Sugar Corporation's Suantou Sugar Factory Railway Cultural Park, including staff operations, schedules, manpower, and environmental facilities, have changed compared to before the new routes were established.The services offered within the park may vary in response to the diverse needs of visitors.
The focus of the study is on customer satisfaction, using the Kano model to classify the importance of various services to visitors. The goal is to examine the types of services provided by the railway cultural park from the visitor's perspective, maintain basic needs if they belong to that category, prioritize improvement for less satisfactory services, and identify services that can increase satisfaction to enhance overall service quality.
The study utilized a questionnaire with both positive and negative statements related to service quality and service items. The survey was conducted anonymously among all customers, comprising 40 questions. A total of 248 questionnaires were distributed, and 214 valid responses were collected, resulting in an 86% response rate. The analysis of the results revealed 16 One-dimensional Quality items and 4 Must-be Quality items in the railway park.
Following the Kano quality improvement indicators, the study prioritizes improvement for three tangible items: "1. Clean and neat appearance of railway service personnel," "3. Comprehensive hardware facilities in the park (including accessibility features, toilets, and clean nursing rooms)," and "7. Adequate and comfortable seating space, cleanliness of the Tourism Train compartments." Additionally, Assurance quality item is identified: "19. Polite and courteous attitude of railway service personnel." Lastly, Respon-siveness quality item is identified: "35. When visitors encounter problems, railway service personnel will make every effort to assist in resolving them." In total, these five items serve as a reference for resource allocation in managing the railway cultural park.

中文摘要...i
Abstract...ii
誌謝...iv
目錄...v
表目錄...vii
圖目錄...viii
第一章緒論...1
1.1研究動機...1
1.2研究目的與研究問題...3
1.3研究流程...4
第二章文獻探討...6
2.1台糖公司鐵道文化園區...6
2.1.1台糖公司簡介...6
2.1.2蒜頭糖廠簡介...7
2.2服務品質...10
2.3二維品質模式...12
2.3.1 Kano二維品質模式的定義...12
2.3.2 Kano二維品質屬性歸類...14
2.3.3品質改善指標...15
第三章研究方法...16
3.1研究架構...16
3.2問卷設計...17
3.2.1問卷資料來源...17
3.2.2問卷設計格式...19
3.3資料分析法...20
3.3.1敘述性統計...20
3.3.2信效度分析...20
3.3.3Kano品質歸類...20
3.3.2Kano品質改善指標...21
第四章資料結果分析...22
4.1、基本資料分析...22
4.1.1信度分析...22
4.1.2基本資料分析...23
4.2、旅遊特性分析...28
4.3 Kano二維品質屬性歸類...29
4.3.1一維品質...29
4.3.2當然品質...32
4.4品質改善指標...33
第伍章結論與建議...39
5.1結論...39
5.1.1顧客基本資料及旅遊特性分析與經營管理建議...39
5.1.2個案服務項目之Kano分類屬性...39
5.1.3優先發展項目...40
5.2研究限制...40
5.3建議...40
參考文獻...41
附錄...43
Extended Abstract...47

一、中文部分

[1]台糖通訊，2023，蒜頭糖廠—即將迎來全新五分車之旅，153卷，2期，頁24，8月。
[2]台糖通訊，2017，戀戀五分車前瞻看台糖，141卷，1期，頁4，7月。
[3]台糖公司五分車專用鐵路111年度安全管理報告，頁1-2。
[4]台糖通訊，2022，糖鐵五大園區—蒜頭蔗埕文化園區，151卷，5期，頁20，8月。
[5]交通部110年台糖公司專用鐵路定期檢查報告，頁17-24。
[6]邵順鳳，2021，組織形象、服務品質對顧客滿意度影響之研究–以新營鐵道文化園區為例，環球科技大學企業管理系中小企業經營策略管理碩士班碩士論文。
[7]周文賢，2002，多變量統計分析，臺北市，智勝文化事業公司。
[8]狩野紀昭、瀨樂信彦、高橋文夫、辻新一，1984，“有魅力的品質與應該有的品質”，品質管制月刊，21卷，5期，頁33-41。
[9]高起昂，2016，應用Kano二維品質模式與品質機能展開於臺華輪旅客服務品質之研究，國立高雄海洋科技大學航運管理研究所碩士論文。
[10]馬德昌，2020，應用Kano二維品質模式與品質機能展開於布袋商港旅客服務中心服務品質與滿意度之研究 -以國內觀光旅客為例，國立高雄科技大學航運管理研究所碩士論文。
[11]陳怡旬，2021，醫院行政服務品質策略之探討-以個案醫院及 Kano模型為架構，國立虎尾科技大學企業管理系經營管理碩士在職專班碩士論文。

二、英文部分

[1]Crosby, P. B. (1979). Quality Is Free: The Art of Making Quality Certain. McGraw-Hill,New York.
[2]Gronroos, C., 1982, An Applied Service Marketing Theory. European Journal of Marketing, 16-26.
[3]Gronroos, C., 1984, A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 36-44.
[4]Garvin, D. A. (1983). Quality on the Line. Harvard Business Review, 61(5), 64-75.
[5]Herzberg, F., Mausner, F., & Snyderman, B. B. (1959). The Motviation to Work (Wiley, New York).
[6]Juran, J.M. (1974), Quality Control Handbook (3rd Edition). McGraw-Hill, New York.
[7]Levitt, T.(1972).Production-Line Approach to Service. Harvard Business Review,50,41-52
[8]Matzler, K., & Hinterhuber, H. H. (1998). How to make product development projects more successful by integrating Kano's model of customer satisfaction into quality function deployment. Technovation, 18(1), 25-38.
[9]Oliver, R.L., 1981, Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57(3), 25-4
[10]Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
[11]Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12-40.

三、網路部分
[1]台灣糖業股份有限公司全球資訊網https://www.taisugar.com.tw/chinese/index.aspx
[2]台灣好行旅遊服務網
https://www.taiwantrip.com.tw/Frontend/Route/Select_p?RouteID=R0032
[3]台糖蒜頭糖廠蔗埕文化園區Facebook
https://www.facebook.com/SuantouSugarFactoryCulturalPark/