Abstract
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.