Using Kano's Model and Green Marketing Viewpoint to Investigate the Customer Demand of Organic Specialty Store in Taiwan

摘要

The environmental protection subject received the enormous attention in the recent years for Taiwan economy development process, and it's also the question which the enterprise must to face. Industry of organic agricultural, organic food, the non- environmental damage food also follows the national income increase to develop, and the organic specialty stores emerges to represent the green industry to gradually start in the retailing industry to hold the small space. Although, there are not any project can be follow up on the enterprise, but it is extremely important about how to use the less resources to achieve the customer demand. If we can perform the factor of green marketing essential quality and to classify, then the enterprise can to use it under the first times, however, the enterprise can to perform the green marketing success. This study applies Kano's model to classify attributes as attractive quality, one-dimensional quality, must-be quality, indifferent quality and reverse quality. The findings were: First, 4 items are classified as attractive quality, 15 items are classified as one-dimensional quality, 2 items are classified as must-be quality, 21 items are classified as indifferent quality and 3 items are classified as reverse quality. Second, there are statistically significant differences between customers with different demographics for some quality attributes. Third, this study uses quality improvement index to calculate the extent of satisfaction and extent of dissatisfaction, and supply the green marketing ways for the organic specialty store.