多層次傳銷公司會員服務品質關鍵要素之研究-以八馬國際事業有限公司為例

多層次傳銷作為一種獨特的直銷模式，在全球範圍內擁有廣泛的影響力，並以其獨特的業務結構和會員系統聞名。這種模式也面臨著眾多的挑戰，尤其是在服務品質管理上。因此，深入研究多層次傳銷的服務品質，尤其是如何有效管理和提升這一方面，對於業界具有顯著的實質意義。研究重點在討論多層次傳銷公司會員服務品質的關鍵要素，透過具體案例分析，揭示服務品質管理的核心要素及其對會員滿意度和忠誠度的具體影響。研究採用AHP層級分析法來分析各項關鍵要素的優先順序。共計發放有效問卷45份，結果顯示三大層面的考量，依序是公或服務層面、培訓服務層面及後端服務層面；在整體準則排序的前三項，依序為產品知識教學、銷售技巧訓練以及專業資源協助。本研究不僅為理解多層次傳銷公司會員服務品質的關鍵要素提供了深入見解，也為相關企業提供了實用的管理策略和實踐建議。透過這些策略的實施，多層次傳銷公司可以有效提升會員服務品質，進而促進業務的可持續發展。

關鍵字

多層次傳銷；服務品質；層級分析法

並列摘要

Multi-level marketing (MLM), recognized for its unique business structure and membership system, plays a significant role globally but faces notable challenges in service quality management. Investigating and enhancing service quality in MLM is crucial for the industry's sustainability.This study explores the essential elements of service quality in MLM companies through case analysis, detailing their impact on member satisfaction and loyalty. Using the Analytic Hierarchy Process (AHP), the study prioritized these elements based on 45 effective questionnaires. The results identified public services, training services, and backend support as the top priorities, with product knowledge education, sales skills training, and professional resource support being the most critical.The findings provide valuable insights into the dynamics of service quality in MLM and offer practical strategies for improvement. Implementing these strategies can significantly boost service quality, promoting sustainable development in the MLM sector.