運用Kano模式探討導航服務需求及產品改善策略

Abstract

臺灣屬人口密集型國家，因土地資源極為有限與城市密集，加上車輛過多，使得道路使用率居高不下且交通網絡複雜度高，以臺灣而言，臺灣的路型複雜，國道快速道路可行駛車種有異、高乘載限制、汽機車分道、尖峰雍塞路段，且巷弄狹窄不易行駛又隨處可見施工，導致大眾因對道路不熟悉，無形增加了許多通行距離及時間，甚至心神損耗，這些問題使得GPS(全球定位系統)導航顯得更必備。 本研究以 Kano模式將導航各項服務歸類至精確的服務品質要素歸類中，分析各項導航服務定位、消費者真正需求及影響滿意度的程度，從中分析顧客與現行GPS導航服務的策略定位是否一致，並作為未來企業對各項服務開發與維護投入資源之參考依據。本研究以392位開車使用過導航的駕駛為樣本，研究結果顯示提供即時停車資訊可最顯著提升消費者滿意度；導航若無法正確定位則最顯著降低消費者滿意度。

Global Positioning System(GPS) has been fully-developed nowadays. To our knowledge, GPS has been widely applied to automotive navigation. Especially to the people who live in such a prosperous city or a bustling area like Taiwan, automotive navigation is considered to be essential in modern life. The main purpose of this study is to understand the consumers’ attitude, preference, and expectation for the service of the automotive navigation and to explore the relationship of the service and the impact on consumer satisfaction based on Kano Model analysis, which can be used as the priority of resources input by the enterprise in the future. Result from 392 drivers who have ever used automotive navigation shows that the instant information about parking lots has the greatest impact on consumer satisfaction; most of them are dissatisfied with failing in positioning.