- 學位論文
中華郵政組織內外對業務發展之認知落差
Closing Stakeholders’ Cognitive Gaps in the Future of Chunghwa Post’s Development
摘要
郵局作為一間與民眾接觸頻率相對高的國營事業，近年來因社會需求趨勢轉變，從專營郵務、儲匯、壽險等三大主流業務，逐漸轉為多角化經營，以維持競爭與獲利能力。然其各項業務之調整，能否使外部民眾滿意，並讓基層員工接受且確實落實，這點是相當重要的。本研究採用PZB模型，與其延伸的Servqual量表，結合認知落差理論，從市場與組織基層的觀點，針對上述該點進行探討。 研究方法上，本研究以郵局的一般包裹、快捷郵件、與簡易壽險等三項業務為主要研究項目，並限定範圍於台北市內的郵局支局。用量化問卷詢問主要在台北市內支局使用該三項業務之民眾，對郵局的服務品質認知。並用半結構式深度訪談，訪問四位不同等級支局的經理，其對民眾認知的猜測、評估郵局在市場中之優劣勢，並就與民眾實際觀點有差異者給出可能的解釋。 研究結果發現，民眾對郵局該三項業務，均優先重視PZB模型中的可靠性、保證性、與回應性等三個面向的服務品質。在比較民眾對郵局與民間業者於此三項服務的滿意度上，可發現郵局在一般包裹上有其明顯優勢，民眾認為郵局有優惠的價格與專業的員工。在快捷郵件上，郵局在少部分服務品質細部項目上輸給民間業者，如經營時間、個人化的服務。在簡易壽險上，郵局除形象良好外，其他項目均輸給民間業者。而經理的部分，除了他們均高估以低廉價格為代表的關懷性面向，在民眾心中的重要度與滿意度外，大致還是有掌握到民眾認為重要的面向與不滿意者，如經營時間不夠便民、簡易壽險的保單種類太少等。 分析民眾與經理意見後，可知郵局的經營時間屬於共通性的問題，民眾在三項服務上均就該點對郵局表示不滿意。不過，郵局的i郵箱若能有效推廣，應能解決郵務服務在營業時間上的限制，提升民眾滿意度與郵局競爭力。而簡易壽險的部分則較為複雜，因受限於特定法規，故僅能提供有限的保險商品與服務。致使郵局在保險業務上，與民間業者相比明顯欠缺競爭力。此外，因郵局員工並未專業分工而須熟悉所有業務，致其負擔過大容易造成鼯鼠五技，可能無法確保其服務品質，進而使民眾滿意度降低。為此，基於民眾與經理觀點，本研究亦建議郵局嘗試將壽險業務獨立。 最後，本研究建議未來若有相關研究，在量化分析的部分可嘗試增加民眾問卷回收量，並調查不同地區之民眾認知差異，以減少可能的數據偏差；在質化分析上，可以增加經理的訪談數量，並增加訪問經辦，以獲得更全面且飽和的內部意見。
並列摘要
Chunghwa Post, as one of the government corporations, has been trying to adopt a diversification strategy to maintain its competition and profitability. However, the critical question has been raised – could this diversification strategy meet the needs of the public and be implemented well by the frontline employees? Hence, this study adopted the PZB model, Servqual scale, and cognitive gap theory to answer this question. This study conducted qualitative and quantitative analysis on three post businesses – general package, express, and simple life insurance in Taipei City. This study measured public opinions on the three post businesses' service quality through the quantitative questionnaire and applied semi-structured interviews with four different levels branch managers to realize the reasons for cognitive gaps between the Post and the public. The quantitative results found that the respondents put more emphasis on three service quality factors in the PZB model – Reliability, Assurance, and Responsiveness. Compared with other private companies, respondents believe Post has significant advantages in the general package business because of its price and profession but has similar perceived performance in express business and worse perceived performance in the simple life insurance business. On the other hand, from qualitative data, this study found out that the branch managers have a keen observation on the overall Post's disadvantages, such as unfriendly working hours and limited insurance products and services. However, the branch managers overestimated the importance of Empathy, one of the service quality factors in the PZB model, by misunderstanding the public’s price elasticity. The results proved that the unfriendly working hours of the Post is one reason for dissatisfaction. To mitigate this dissatisfaction, I encouraged the promotion of Post’s “I-mailbox” to improve its competitiveness and perceived performance in the general package and express business. On the other hand, another dissatisfaction reason – limited insurance products and services are hard to tackle due to the specific regulations. In addition, Post’s cannot ensure the service quality due to employees’ lack of professional ability on insurance. Hence, this study suggested that the Post should establish an independent department in the insurance business to enhance its profession. Finally, based on this study, future research and practice could expand its target population into the whole of Taiwan and examine the differences between regions. Furthermore, future research can also increase the number of interviewees to capture more comprehensive internal opinions.