摘 要
不同的企業有不同的特性，對於服務品質、顧客滿意度與顧客忠誠度之間的關係皆為不同。為了能夠贏得顧客的滿意度與忠誠度，企業皆不斷的加強內部品質管理系統，以便提供顧客所滿意之服務品質給予顧客，藉以強化顧客滿意度與顧客忠誠度。
本研究以 Kano 模式把品質要素分類，採用相對多數方式將品質要素歸類為五大項：魅力要素、一維要素、當然要素、無差異要素、反轉要素。同時運用 Matzler and Hinterhuber 品質改善指標計算滿意度及不滿意度，本研究得到以下之結論：
本研究以海運承攬運送業之相關行業為研究對象，經分析結果並沒有任何服務品質項目屬於無差異品質要素或是魅力品質要素，但有七個項目屬於當然品質要素，而一維品質要素有十一個項目。由此看來屬於服務業的海運承攬運送業提供良好服務品質對其消費者而言是基本要求，提升服務品質以及提升顧客忠誠度是為企業成功的重要關鍵因素。

Abstract
Different business has different characteristic among service quality, customer satisfaction, and customer loyalty. It is a critical factor that business success will increase service and customer loyalty. Business keeps improving the internal quality management system, in order to provide satisfied service to customers.
This study applies Kano’s model to classify the quality attributes as must-be quality, one-dimensional quality, attractive quality, indifferent quality and reverse quality. The research uses Matzler and Hinterhuber’s quality improvement index to calculate the extent of satisfaction and extent of dissatisfaction.
This research subjects forwarders. And the results of this study show that no items can be classified as attractive quality or indifferent quality. 7 items are classified as must-be quality and 11 items are classified as one-dimensional quality. The study find the base of customers demand is good service. So the enterprise should improve their management system and provide satisfied service to customers.

參考文獻
一、中文部份
1. 石川（1973），「講座－品質解析 第一講」，品質管理，Vol.24，No.1，第 70 至 82 頁。
2. 吳統雄（1985），「態度與行為之研究的信度與效度：理論、應用、反省」，民意學術 專刊，夏季號，第 29-53 頁。
3. 吳信宏（2000），「從顧客的角度探討對品質的看法」，品質管制月刊，第 34 至 37 頁。
4. 狩野紀昭、瀨樂信彥、高橋文夫、新一，「有魅力的品質與應該有的品質」，品質管 制月刊，第 21 卷，第 5 期，第 33 至 41 頁，譯自日本”品質”雜誌（1984），vol.14,No.2, p.147.
5. 康寧（2002），「以 Kano 模式探討直銷公司物流配送服務品質及直銷商滿意度之研 究」，碩士論文，私立元智大學管理研究所，中壢。
6. 莊泰旭（2002），「Kano 模式在汽車市場調查之研究以中、印汽車業為例」，碩士論文， 私立元智大學管理研究所，中壢。
7. 許慧娟（1995），「二維品質模式在服務品質上之應用－銀行存款之實證研究」，碩士論文，國立台灣大學商學研究所，台北。
8. 郭宜中（2001），「以 Kano 模式探討醫院服務品質與病患滿意度之研究」，碩士論文， 私立元智大學管理研究所，中壢。
9. 黃素齡（2000），「Kano 應用於筆記型電腦產品整體品質特性之探討」，碩士論文，私 立元智大學管理研究所，中壢。
10. 楊錦洲，「二維品質模式在服務品質上之應用」，品質管制月刊，第 29 卷，第 5 期， 第 28 頁。
11. 鄭博仁（1999），「以 Kano 品質模式探討醫療服務品質特性」，碩士論文，私立元智 大學管理研究所，中壢。
12. 蕭穎謙(2007) ，慶海集運公司顧客滿意度研究
13. 蘇雲華（1996）「服務品質衡量方法之比較研究」，國立中山大學企業管理研究所博士論文。
二、英文部份
1. Aiello, Czepiel and Larry J. Rosenberg, “Consumer Satisfaction: Toward an Integrative Framework,” Proceedings of the Southern Marketing Association, 1976,pp.169-171
2. Anderson, Eugene W. and Mary W. Sullivan, “The Antecedents and Consequencess of Customer Satisfaction for Firms,” Marketing Science, vol.12, Spring 1993, pp.125-143
3. Berry, L.L., ”Cultivating Service Brand Equity, ” Journal of Academy of Marketing Science, Vol.28, Winter2000, pp.128-137
4. Bitner, M.J., “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses,” Journal of Marketing, April 1990, pp.69-82
5. Bolton, Ruth N. and James H. Drew, “A Multistage Model of Customer Assessments of Service Quality and Value,” Journal of Consumer Research, vol.17, march 1991, pp.375-384
6. Brown, Tom J., Gilbert A. Churchill, Jr. and J. Paul Peter, “Research Note: Improving the Measurement of Service Quality,” Journal of Retailing, vol.69, spring 1993, pp.127-139
7. Cadotte, Ernest R., Robert B. Woodruff and Roger L. Jenkins, ”Expectations and Norms in Models of Consumer Satisfaction,” Journal of Marketing Research, vol.24, August 1987, pp.305-314
8. Carman, James M., “Consumer Perceptions of Service Quality : An Assessment of the SERVQUAL Dimensions,” Journal of Retailing, vol.66, spring 1990, pp.33-55
9. Chaudhuri, Arjun Morris B. Holbrook, ”The Chain of Effects from Brand Trust and Brand Affect to Brand performance: The Role of Loyalty,” Journal of Marketing, vol.65, April 2001, pp.81-93
10. Cohen, Job B., Martin Fishbein, and Olli T. Ahtola, “The Nature and Uses of Expectency-Value Model in Consumer Attitude Research,” Journal of Marketing Research, vol.9, 1972, pp.456-460
11. Cronin, J. Joseph, Jr. and Steven A. Taylor, “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, vol.56, July 1992, pp55-68
12. Fishbein, Martin, ”An Investigation of the Relations Between Beliefs About An Object and Attitude Toward That Object,” Human Relations, vol.16（2）, 1963, pp.233-239
13. Fornell, C., E.W. Anderson and D.R. Lehmann,”Customer Satisfaction, Market Share and Profitility: Finding From Sweden,” Journal of Marketing, vol.59, July 1994, pp.53-66
14. Frederick F. Reichheld, and Phil Schefter, “E-Loyalty,” Harvard Business Review, July-August 2000, pp.105-113
15. Freeman, A. M., The measurement of environmental and resource values︰Theory and methods, 1992, Washington, D.C.: Resource for the future.
16. Griffin J., “Customer Loyalty,” Simon & Schuster Inc, 1996
17. Hakan, W. and Pia, S. W., Widening the Six Sigma Concept: An Approach to Improve Organizational Learning, Total Quality Management, 2002, Vol. 13, No. 2, pp. 233-239.
18. Handy, Charles R. and Martin Pfaff, “Consumer Satisfaction with Food Products and Marketing Service,” Economic Research Service, U.S. Department of Agriculture, Agricultural Economic Report, No.281,1975
19. Herzberg, F., Mausner, B. and Snyderman, B. , The Motivation to work, 1959, New York: Wiley.
20. Heskett, James L; Jones, Thomas O; Loveman, Gary W; Sasser, W Earl Jr; Schlesinger, Leonard A, “Putting the service-profit chain to work,” Harvard Business Review, Vol. 72, March-April 1994, pp.164-175
21. Jane, A.C. and Dominguez, S.M., Citizens’ Role in Health Services：Satisfaction Behavior：Kano′s Model, Part2, Quality Management in Health Care, 2003, Vol. 12, No. 1, pp. 72-80.
22. Jones, T.O., and W. E. Sasser, Jr., “Why satisfied Customers Defect,” Harvard Business Review, Vol.73, November/December 1995, pp.88-99
23. Juran, J. M., F. M. Gryna, and R. S. Brighhman, Quality Control Handbook. NY: McGrqw-hill., 1974
24. Kaiser, H. F., An Index of Factorial Simplicity, Psychometrika, 1974, Vol. 39, pp. 31-36.
25. Lehtinen, Uolevi and J.R. Lehtinen, ”Service Quality: A Study of Quality Dimensions,” Unpubliced Working Paper, Service Management Institute, Helsinki,1982
26. Mano, Haim and Richard L. Oliver, “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction,” Journal of Consumer Research, vol.20, December 1993, pp.451-466
27. Oliver, Richard L. and Macmillan, I. C., “A Catastrophe Model for Developing Service Satisfaction Strategies”, Journal of Marketing, Vol.56, July 1992, pp.83-95
28. Oliver, Richard L., ”Cognitive, Affective, and Attribute Base of the Satisfaction Response,” Journal of Consumer Research, vol.20, December 1993a, pp.418-430
29. Oliver, Richard L., ”Measurement and Evaluation of Satisfaction Processes in Retailing Setting,” Journal of Retailing, vol.57, Fall 1981, pp.25-48
30. Oliver, Richard L., ”Where’s Consumer Loyalty ? ,” Journal of Marketing, vol.63, pp.33-44
31. Parasuraman, A., Berry, L.L., and Zeithaml, V.A., “A Multiple-Item Scale for Measuring Consumer Perceptions Service,” Journal of Retailing, vol.64, 1988 pp.12-40
32. Parasuraman, A., Berry, L.L., and Zeithaml, V.A., “Refinement and Reassessment of the Service Quality Scale,” Journal of Retailing, Vo.l67, Winter1991, pp.420-450
33. Parasuraman, A., Berry, L.L., and Zeithaml, V.A., “Understanding Customer Expectations of Service,” Sloan Management Review, Spring 1991, pp.39-48
34. Parasuraman, A., Zeithaml, V.A., and Berry, L.L., “A Conceptual Model of Service Quality and Its Implication for Future Research,” Journal of Marketing, Vol.49, Fall 1985, pp.41-50
35. Parasuraman, A., Zeithaml, V.A., and Berry, L.L., “Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria,” Journal of Retailing, Vol.70, Fall 1994, pp.201-230
36. Parasuraman, A., Zeithaml, V.A., and Berry, L.L., “Improving Service Quality in America: Lessons Learned,” Academy of Management Executive, Vol.8, 1994, pp.32-52
37. Parasuraman, A., Zeithaml, V.A., and Berry, L.L., “More on Improving Service Quality Measurement,” Journal of Retailing, Vol.69, Spring 1993, pp.140-147
38. Parasuraman, A., Zeithaml, V.A., and Berry, L.L., “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol.60, April 1996, pp.31-48
39. Parasuraman, A.；Berry,L.L.& Zeithaml,V.A.（1988）,“SERVQUAL：A multiple –item scale for measuring consumer perceptions of service quality ”, Journal of Retailing,Vol.64 ,No.1,pp.12-40.
40. Patricia B. Seybold, “Customers .com: How to Create a Profitable Business Strategy for the Internet and Beyond, Patricia Seybold Inc, 1998
41. Price, Linda L., Eric J. Arnould and Patrick Tierney, ”Going to Extremes: Managing Service Encounters and Assessing Provider Performance,” Journal of Marketing, vol59, April 1995, pp.83-97
42. Rochart, J. F., Chief executives define their own data needs, Harvard Business Review, 1979, pp.81-93.
43. Rosen,S., Hedonic price and implicit markets: product differentiation in pure competition, Journal of Political Economy, 1974, Vol. 82, pp.34-55.
44. Schvaneveldt, S. J., Enkawa, T. and Miyakawa, M., Consumer evaluation perspectives of service quality: evaluation factors and two-way model of quality, Total Quality Management, 1991, Vol. 2, pp. 149-161.
45. Schvaneveldt, Shane J. ,Takao Enkawa & Masami Miyakawa（1991）,“Consumer Evaluation Perspectives of Service Quality：Evaluation Factors and Two-Way Model of Quality ”,Total Quality Management,Vol.2,pp.149-161.
46. Singh, Jagdipand Robert E. Widing, “What Occurs Once Consumers Complain?” European Journal of Marketing, vol25, 1991, pp.30-46
47. Swan,J.E. & Combs,L.J.（1976）, “Product Performance and Consumer Satisfaction：A New Concept”, Journal of Marketing,Vol.40,pp.25-33.
48. Tan, K. C. & Shen, X. X.（2000）, “Integrating Kano's model in the planning matrix of quality function deployment”, Total Quality Management, Vol. 11, Iss. 8, p. 1141.
49. Tan, K.C. & Pawitra, T. A.（2001）, “Integrating SERVQUAL and Kano′s model into QFD for service excellence development”,
50. Weihrich, H.（1994）, “Quality：The imperative, the jungle,and the two-factor theory”， Quality Management，p.19.
51. Westbrook, R. A., “An Exploratory Study of Nonproduct-related Influences Upon Consumer Satisfaction,” Advance in Consumer Research, vol.7, 1980,pp.577-581
52. Woodruff, Robert B., Ernest R. Cadotte and Roger L. Jenkins, “Modeling Consumer Satisfaction Processes Using Experience-Based Norms,” Journal of Marketing Research, vol.24, August 1983, pp.258-270
53. Zeithaml, V.A., and Bitner, M.J., ”Service Marketing,” McGraw-Hill, 1996