| Abstract: | According to the marketing evolution, it is the era of “relationship oriented marketing” which requires to establishing long-term relationships with customers. Under the trend of government reconstituting, electronic government, knowledge-based economy, and customer-oriented services, the government institutes are no longer the supply of administrative support functions, instead, are the continuous innovation, technology and humanization convenience services. However, when delighted the customers, is it too much and does it ignore the customers’ real problems? This is what this research for. This research uses PZB service quality table to construct “household registration office convenience services”, and then uses Kano model to analyze types of convenience service qualities, and thus searches for if there is excessive delight. According to the research, the government convenience services are already too excessive, mainly on three "certain quality items”, including “setting up volunteer service area or rotating staff to approach and help people when entering the government institutes”, “scheduling rotating supervision, and implementing the management by walking around and taking the initiative to help the people", “the government institutes regularly holding tour promotion of household administration, to accept the public petition, advice and recommendations”. And one more item of "No difference in quality factor " is “the appearance of the institute”. |
