台灣由於近年來工商業發達，科學園區林立，造就了許多就業機會，良好的工作環境、優渥的待遇和寬廣的發展空間也吸引了許多年輕人願意離鄉背井來到陌生的城市打拼，圓一個自己的夢想。加上台灣高等教育普及，因此許多青年學子必須離家到外地求學。而中國近幾年經濟改革開放，陸續也成立許多經濟開發區，吸引許多農村人口來此發展。但由於工廠及學校所能提供的宿舍有限，迫使部分從業人員及多數學生必須向工廠或學校周邊民宅租賃分租套房，許多房東為了因應快速蓬勃發展的租賃市場需求，往往急就章而忽略許多安全法規，比如2014年12月新竹市科學園區附近金山街的火災，2017年11月新北市中和違建套房的火災，都造成了許多生命的傷亡，套房租賃的市場很大但品質良莠不齊，業者如何在消費者住的安全、舒適的前提下又能兼顧市場的競爭力與利潤實為重要的課題。
為了瞭解消費者心中對於套房租賃服務品質的需求所在，本研究透過問卷調查的方式，針對台南市、苗栗縣和廣州市分別進行了案例探討，其中運用以PZB三位學者提出的SERVQUAL量表為基礎，轉換成套房租賃服務品質之27個品質要素問項，搭配Kano二維品質的正反向問卷設計，期能找到消費者心中的魅力品質要素，及其他品質要素項目的歸類。藉由品質改善指標繪製四象限圖，找出增加滿意度與消除不滿意度都很高的品質要素項目，提供建議改善方案供業者參考。接著以Kano二維品質的正向問卷結果為認知重要度指標，加上滿意度的問卷結果為績效表現度指標，繪製「重要-表現程度，IPA」四象限圖，先找出消費者認知重要但滿意度不佳的品質要素，優先改善之，再點出消費者認知重要且滿意度佳的品質要素，希望業者繼續保持。最終使用Kano Model結合IPA分析，提供業者改善安案的執行優先順序。
研究結果顯示全體受訪者心中的魅力品質要素共計13項，包含「專用洗衣機」、「獨立陽台」、「免費有線電視及網際網路」、「乾溼分離淋浴設施」、…等項目。而在品質改善指標方面前3項分別是「房東(管理員)是否確實履行對客戶的承諾，例如:定期保養飲水機、電梯…等設施」、「承租的套房(大樓)裝設消防及緊急避難逃生設施」、「遭遇困難時，房東(管理員)能否提供相關協助」。在重要-表現程度分析方面，滿意度最高的一項是「承租套房是否具備獨立電表」，業者應該繼續保持，而滿意度最差的一項是「房東（管理員）能迅速處理狀況與意外事件」，業者應該予以重視且儘速改善。

Since the rapid development of business and industry in recent years, Taiwan has created many employment opportunities and a good working environment. Its generous treatment and broad space for development have also attracted many young people who are willing to leave their hometown to come to strange cities and work hard to achieve their dreams. The popularity of higher education in Taiwan, almost all counties and cities have a university, so many young students must leave home to study in the other cities. Since the economic reform and opening up policy in recent years, China govement has set up many economic development zones continuously, it attracts many rural population come here for work. However, due to the limited number of dormitories available at factories or schools, some employees and most students are forced to rent a suite apartment close to factories or schools. Many of the houseowners were ignored many details that should be noticed in the face of rapidly growing rental market. Such as the fire at Jinshan Street near Hsinchu Science Park in December 2014. And also the fire in Zhonghe District,New Taipei City in November 2017. Both of them were illegally builted suites, resulted in many lives being injured. The market of rental suite apaptments were large but the quality are different. It is an important issue that how to make suer the consumer lives safety and comfort under the premise of taking into account the market competitiveness and profit.
In order to understand consumer demands for the service quality of rental suite apartment, this study conducted a case study by means of a questionnaire survey on Tainan City, Miaoli County and Guangzhou City. Base on the SERVQUAL construct which announeced by three scholars (Parasuraman, Zeithaml and Berry), there are 27 service quality elements were developed and converted to suite apartment rental service quality elements. By adopting Kano Model’s positive and negative questionnaire technique design, we are looking forward to find out the attrative quality elements of consumers' hearts and the classification of other service quality factor items. The four-quadrant diagram was drawn by means of quality improvement indicators to identify quality factor items to enhance satisfaction and eliminate dissatisfaction. On the other hand, the suggestions for improvement programs will be provided as a reference to rental industries. Then, using the positive result of Kano's two-dimensional quality questionnaire as the index of importance. The combining with the result of performance questionnaire and index of importance, the four-quadrant diagram of "Importance-Performance Analysis, IPA" were drawn. According to result of IPA, the factors which located within “concentrate here” area should be improved as high priority due to high importance and low satisfactory attributies. The facors which located within “Keep up the Good Work” area are the competitive advantages with high importance and high satisfactory attributies. It should be maintained continuously. Eventually combined with Kano Model and IPA analysis, the priority of improvement activities will be provided as a reference.
The results of the study show that there are 13 items of attrative quality elements for all respondents, including "Specified washing machines", "Independent balcony", "Free cable television program and the Internet", "Wet and dry separation shower facilities", and so on. The top three items quality improvement activities are:"Does the landlord(administrator) actually fulfill his promise to customers, such as regular maintenance of drinking fountains, elevators ..."; "Rented suites (buildings) equipped with Fire extinguisher and and Emergency Evacuation Facilities"and" Whether the landlord (administrator) can provide assistance in case of difficulties ". In terms of importance-performance analysis, the best item of satisfaction level is "whether there is a separate Watt-hour meter for renting suite." The rental industries should continue to maintain. The worst item of satisfaction level is "The landlord (administrator) can dispose any incident or accident promptly ", the rental industries should pay attention and improve as soon as possible.

中文摘要……………………………………………………………………………………………………………………………i
英文摘要…………………………………………………………………………………………………………………………ii
誌謝…………………………………………………………………………………………………………………………………iv
目錄……………………………………………………………………………………………………………………………………v
表目錄………………………………………………………………………………………………………………………………vi
圖目錄…………………………………………………………………………………………………………………………viii
第一章 緒論…………………………………………………………………………………………………………………1
1.1 研究背景與動機……………………………………………………………………………………………1
1.2 研究目的…………………………………………………………………………………………………………2
1.3 研究範圍與限制……………………………………………………………………………………………2
1.4 研究架構與流程……………………………………………………………………………………………3
第二章 相關文獻探討…………………………………………………………………………………………………4
2.1 服務品質…………………………………………………………………………………………………………4
2.2 套房租賃相關文獻…………………………………………………………………………………………9
2.3 Kano Model 二維品質模式…………………………………………………………………12
2.4 重要度-表現度分析法………………………………………………………………………………18
2.5 結合Kano Model與IPA…………………………………………………………………………21
第三章 問卷設計與研究方法…………………………………………………………………………………24
3.1 研究架構………………………………………………………………………………………………………24
3.2 研究對象………………………………………………………………………………………………………25
3.3 問卷設計、發放與回收……………………………………………………………………………25
3.4 統計與分析…………………………………………………………………………………………………29
3.5 Kano Model二維品質要素分類…………………………………………………………31
3.6 分類變數交叉分析……………………………………………………………………………………32
3.7 顧客滿意度與不滿意度係數指標…………………………………………………………32
3.8 IPA矩陣分析………………………………………………………………………………………………34
3.9 結合Kano Model與IPA…………………………………………………………………………35
第四章 個案分析………………………………………………………………………………………………………37
4.1 信度與效度分析…………………………………………………………………………………………38
4.2 敘述性分類統計…………………………………………………………………………………………39
4.3 Kano Model二維品質屬性歸類與分析……………………………………………42
4.4 分類變數交叉分析結果……………………………………………………………………………44
4.5 滿意度與不滿意度係數指標二維矩陣分析及改善對策……………………52
4.6 IPA二維矩陣分析及改善對策…………………………………………………………………68
4.7 Kano Model與IPA結合分析…………………………………………………………………78
第五章 結論與建議……………………………………………………………………………………………………83
5.1 結論…………………………………………………………………………………………………………………83
5.2 建議…………………………………………………………………………………………………………………87
參考文獻 …………………………………………………………………………………………………………………………88
附錄一：本研究之問卷調查表(繁體)……………………………………………………………………95
附錄二：本研究之問卷調查表(簡體)……………………………………………………………………99

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