臺灣的少子化現象已是當前社會人口結構正在面臨的重大問題，首當其衝影響的就是與兒童相關的產業，然而少子化也凸顯出了孩子在家庭中的稀有性，父母比起以往更重視孩童的教育與生活品質，使兒童相關產業越來越蓬勃並往多元方向發展。隨著經濟的成長，現代父母多為雙薪家庭族群，假日除了把握親子相處時光，又要顧及成人自身生活品質，能同時考慮到兩者需求的「親子餐廳」便逐漸受到青睞，在近年來成為一種新興且熱門的兒童產業。許多業者趁著此一熱潮紛紛想投入親子餐廳市場，然而面對眾多同質性高的親子餐廳，業者在花大錢裝潢或添購遊戲器材之前，該如何在有限的預算內讓場域本身發揮最大的效用。

本研究透過與親子餐廳業者進行深度訪談，探討親子餐廳服務場域之現況，並採用Kano品質雙向問卷，調查消費者對於親子餐廳服務場域的體驗與需求，以Kano品質模式分析之。研究結果發現，分屬6個構面「環境氛圍」、「空間機能」、「座位舒適度」、「設施美學」、「資訊說明」、「親子活動空間」共54項之屬性項目，可被歸類為不同的品質分類，其中歸類為「魅力品質」有8項、歸類為「必要品質」有24項、歸類為「無差異品質」有20項、歸類為「一元品質」有2項。並且不同的受測族群之品質屬性分類結果略有差異。具體成果可提供業者在分配及維護各項要素之資源時作為參考依據，使其服務場域設計能更貼近目標消費族群之需求。

As shown from its demographic structure, Taiwan is under the threat of low birth rate and kid-related industries are supposed to bear the brunt of it. However, it makes parents today pay more attention to children’s education and quality of life, which in turn facilitates the diversified development of child industries. With the growth of the economy, dual-income families increase and form the majority. While choosing to spend holidays with their kids, parents also want to maintain their quality of life. Kid-friendly restaurants, which cater for both, have therefore become popular in Taiwan. Many restaurants attempt to be kid-friendly to tap into the growing market, yet facing competition from many homogeneous counterparts, how can they optimize their servicescape on a limited budget, instead of spending recklessly on decoration or acquisitions of games and equipment?
Through in-depth interviews with owners or practitioners, this study examines the servicescape of existing kid-friendly restaurants. A Kano survey was conducted to investigate consumers’ experience and needs. The results show that under the six key areas, namely ‘ambience’, ‘spatial functionality’, ‘seating comfort’, ‘facility aesthetics’, ‘information presentation’ and ‘kids’ corner’, there are 54 attributes in total that can be classified into different categories in the Kano model: 8 items as ‘attractive quality’, 24 items as ‘must-be quality’, 20 items as ‘indifferent quality’, and 2 items as ‘one-dimensional quality’. The results vary upon further segmentation of participants. This research serves as reference materials for practitioners to prioritize and maintain quality attributes of the servicescape, ensuring it matches consumers’ needs.