基于Kano模型的旗袍定制服务满意度研究

Kano model-based research on the satisfaction of Qipao customization service

为提升用户在旗袍定制服务过程中的满意度,本文以旗袍为例,对定制用户的需求要素进行提炼,利用Kano模型设计调研问卷,对用户需求要素进行归类,计算出相同属性中各需求要素的敏感度,并对各需求要素的Kano属性进行优化和改进排序。研究可知:旗袍定制用户对定制初期的介绍、推荐及基础服务较为关注,对应需求必须被满足;用户分类方面,不同分类用户对定制服务的关注点有所差异,但定制过程中的专业介绍与推荐服务,线下门店试穿、预付定金及邮寄到家等服务需求,均是提高用户满意度的必备要素,在优化改进旗袍定制服务质量过程中要优先考虑,并得到满足。

To fully explore and study the cultural elements of Chinese traditional clothing and realize the creative transformation and innovative development of Chinese traditional clothing,we took the traditional Chinese clothing Qipao(cheongsam)as the research object,and summarized the behavior habits and diverse needs of Qipao users in different customization stages according to the two common customization methods of Qipao:offline store customization and online remote customization.We extracted 26 customized functional requirements of Qipao,and divided the demand into seven categories according to different types of refined functional elements,namely:consultation demand,volume demand,regular process demand,sample fitting demand,payment method demand,garment delivery demand and after-sales service demand.Based on this result,we designed the questionnaire using the Kano model,and investigated and classified the Qipao customization users through the form of online distribution,with the age,income and customization experiences as the starting point.Then,we summarized and analyzed the demand attributes of Qipao customization users.According to the comprehensive evaluation of the users of different categories,we classified the demand attributes of Qipao customization users,then calculated the sensitivity of the demand elements in the same attribute classification,plotted the quadrant plot of the Better-Worse coefficient,and prioritized the improvement according to the optimization results after optimizing the Kano attribute of each requirement element.Then,in the process of Qipao customization service,we put forward suggestions and strategies to improve customer satisfaction.Through research,it can be seen that Qipao customization users pay high attention to the basic services such as service consultation,introduction and recommendation of process and price,payment and receiving methods,which belong to the necessary attributes.The corresponding service needs must be provided in the process of Qipao customization service to improve consumer satisfaction;the specific related methods of customized service and the quality of after-sales service are the desired attributes,playing a decisive role in improving consumer customization satisfaction;door-to-door measurement,virtual fitting,door-to-door delivery,exquisite packaging and other further quality services have become the charm attribute.These needs that are not met will not affect the customized satisfaction of consumers,but once they are met,they will bring unexpected surprises to consumers.However,such needs as consumers measuring the body by themselves,taking goods by themselves,making the full payment and telephone return visit,are not recognized or concerned by consumers in the process of customization service,and become no difference attribute,so whether they are provided in the Qipao customization process will not have an impact on consumers’customization satisfaction.According to the classification of users,in terms of age,users aged 20-30 pay the most attention to personalized services in the customization process,and have their own independent cognition and judgment of the service needs provided;users aged 31-40 and 41-50 have the common characteristics of paying more attention to the after-sales quality in terms of service demand,while users aged 51-60 and 61-70 pay more attention to whether practical demand elements can be provided.In terms of customization experience,users with different customization experiences have little difference in demand for customization services,but frequent customization users pay more attention to the quality of customer service and after-sales service;occasionally customization users affected by insufficient customization experience pay more attention to some detailed services in the customization process,and learn from the existing customization results and experience.In terms of income,users with a monthly income of 3000-5000 yuan hope to enjoy services with high cost performance,and do not recognize the customization price,and for this group of people,the basic customization service elements can be mainly improved;users with a monthly income of 5001-8000 yuan are expected to enjoy some professional customization demand elements,so as to improve the satisfaction of the customization process;users with a monthly income of over 8000 yuan have put forward higher standards and requirements in terms of service process and after-sales service.In summary,Qipao customization users of different ages,different customization experiences and different monthly incomes have quite different concerns on Qipao customization services.However,in the process of customization,the basic service needs such as professional introduction and recommendation for customization users,offline store fitting,deposit and mailing home are all necessary elements to improve user satisfaction.In the process of optimizing and improving the customization service quality of cheongsam,such needs must be considered first,and be satisfied.